The Most Valuable American Brands in 2019

Coca-Cola's brand is so iconic, most people recognize it whether it is written in English, Arabic, or Chinese.

Good branding works. It provides instant recognition, separates a company from the rest of the pack, and makes an impression on customers so that they keep coming back.

Brand Finance, a business valuation and strategy consultancy, annually ranks the biggest brands. It determines the value of a brand by estimating the likely future revenues that are attributable to it by calculating a royalty rate that would be charged for its use, and arriving at a 'brand value' understood as a net economic benefit that a licensor would achieve by licensing the brand in the open market.

Amazon (AMZN) continues to dominate in brand value - its brand value alone is worth about half of the combined value of the 42 retail brands in Brand Finance's latest ranking of U.S. brands. Although Netflix (NFLX) doesn't make this list, its brand value has doubled over the past year, faster than any other brand in the country.

Also of note, Home Depot enters the top 10 while many retail brands, including No. 8 Walmart (WMT) , face stagnation amid changing customer preferences, according to Brand Finance's US 500 2019 report. California is home to most of the nation's biggest brands, including Facebook (FB) , Alphabet/Google (GOOG) , and Apple (AAPL) . 

Amazon, Facebook, Apple and more are holdings in Jim Cramer's Action Alerts PLUS Charitable Trust Portfolio. Want to be alerted before Cramer buys or sells these stocks? Learn more now.

Based on Brand Finance's annual report, these are the most valuable and strongest brands in America.

Photo: Ko Backpacko / Shutterstock

1. Amazon
1. Amazon

1. Amazon

  • 2019 Brand Valuation: $187.9 billion
  • Change since last year: +24.6%
  • Industry: tech
  • State: Washington
  • Stock symbol: (AMZN)

Photo: Mike Mareen / Shutterstock

2. Apple
2. Apple

2. Apple

  • 2019 Brand Valuation: $153.6 billion
  • Change since last year: +5%
  • Industry: tech
  • State: California
  • Stock symbol: (AAPL)

Photo: Andrey Bayda / Shutterstock

3. Google
3. Google

3. Google

  • 2019 Brand Valuation: $142.7 billion
  • Change since last year: +18.1%
  • Industry: tech
  • State: California
  • Stock symbol (Alphabet): (GOOG)   (GOOGL)

Photo: Sundry Photography / Shutterstock

4. Microsoft
4. Microsoft

4. Microsoft

  • 2019 Brand Valuation: $119.6 billion
  • Change since last year: +47.4%
  • Industry: tech
  • State: Washington
  • Stock symbol: (MSFT)

Photo: Bumble Dee / Shutterstock

5. AT&T
5. AT&T

5. AT&T

  • 2019 Brand Valuation: $87 billion
  • Change since last year: +5.6%
  • Industry: telecoms
  • State: Texas
  • Stock symbol: (T)

Photo: Northfoto / Shutterstock

6. Facebook
6. Facebook

6. Facebook

  • 2019 Brand Valuation: $83.2 billion
  • Change since last year: +8.7%
  • Industry: tech
  • State: California
  • Stock symbol: (FB)

Photo: Frederic Legrand - COMEO / Shutterstock

7. Verizon
7. Verizon

7. Verizon

  • 2019 Brand Valuation: $71.2 billion
  • Change since last year: +13.3%
  • Industry: telecoms
  • State: New York
  • Stock symbol: (VZ)

Photo: rblfmr / Shutterstock

8. Walmart
8. Walmart

8. Walmart

  • 2019 Brand Valuation: $67.9 billion
  • Change since last year: +10.4%
  • Industry: retail
  • State: Arkansas
  • Stock symbol: (WMT)

Photo: dennizn / Shutterstock

9. Home Depot
9. Home Depot

9. Home Depot

  • 2019 Brand Valuation: $47.1 billion
  • Change since last year: +39.4%
  • Industry: retail
  • State: Georgia
  • Stock symbol: (HD)

Photo: Felix Mizioznikov / Shutterstock

10. Disney
10. Disney

10. Disney

  • 2019 Brand Valuation: $45.8 billion
  • Change since last year: +40.4%
  • Industry: media
  • State: California
  • Stock symbol: (DIS)

Photo: spiderman777 / Shutterstock

11. Wells Fargo
11. Wells Fargo

11. Wells Fargo

  • 2019 Brand Valuation: $39.9 billion
  • Change since last year: -9.4%
  • Industry: banking
  • State: California
  • Stock symbol: (WFC)

Photo: Philip Pilosian / Shutterstock

12. Starbucks
12. Starbucks

12. Starbucks

  • 2019 Brand Valuation: $39.3 billion
  • Change since last year: +21.1%
  • Industry: restaurants
  • State: Washington
  • Stock symbol: (SBUX)

Photo: icedmocha / Shutterstock

13. YouTube
13. YouTube

13. YouTube

  • 2019 Brand Valuation: $37.8 billion
  • Change since last year: +46.2%
  • Industry: tech
  • State: California

YouTube is owned by Alphabet/Google.

Photo: mirtmirt / Shutterstock

14. Bank of America
14. Bank of America

14. Bank of America

  • 2019 Brand Valuation: $36.7 billion
  • Change since last year: +10.2%
  • Industry: banking
  • State: North Carolina
  • Stock symbol: (BAC)

Photo: Vadym Shapran / Shutterstock

15. Citi
15. Citi

15. Citi

  • 2019 Brand Valuation: $36.4 billion
  • Change since last year: +18.3%
  • Industry: banking
  • State: New York
  • Stock symbol: (C)

Photo: I Wei Huang / Shutterstock

16. Chase
16. Chase

16. Chase

  • 2019 Brand Valuation: $36.3 billion
  • Change since last year: -6.6%
  • Industry: banking
  • State: New York
  • Stock symbol: (JPM)

Photo: Northfoto / Shutterstock

17. Coca-Cola
17. Coca-Cola

17. Coca-Cola

  • 2019 Brand Valuation: $36.2 billion
  • Change since last year: +19.1%
  • Industry: soft drinks
  • State: Georgia
  • Stock symbol: KO

Above, a floating store in Siem Reap, Cambodia, is adorned with a Coca-Cola ad.

Photo: hanohiki / Shutterstock

18. Marlboro
18. Marlboro

18. Marlboro

  • 2019 Brand Valuation: $33.6 billion
  • Change since last year: +10%
  • Industry: tobacco
  • State: Virginia
  • Stock symbol: Marlboro is owned by Philip Morris International (PM)

Photo: jazzmxx / Shutterstock

19. IBM
19. IBM

19. IBM

  • 2019 Brand Valuation: $32.9 billion
  • Change since last year: +1.2%
  • Industry: tech
  • State: New York
  • Stock symbol: (IBM)

Pictured is the IBM building in Beijing.

Photo: Hindrik Johannes de Groot / Shutterstock

20. Nike
20. Nike

20. Nike

  • 2019 Brand Valuation: $32.4 billion
  • Change since last year: +15.7%
  • Industry: apparel
  • State: Oregon
  • Stock symbol: (NKE)

Above, Rory McIlroy at the RBC Canadian Open in Ontario, Canada, in June.

Photo: Gary Yee / Shutterstock

21. Boeing
21. Boeing

21. Boeing

  • 2019 Brand Valuation: $32 billion
  • Change since last year: +60.6%
  • Industry: aerospace and defense
  • State: Illinois
  • Stock symbol: (BA)

Photo: Andreas Zeitler / Shutterstock

22. McDonald's
22. McDonald's

22. McDonald's

  • 2019 Brand Valuation: $31.5 billion
  • Change since last year: +26.6%
  • Industry: restaurants
  • State: Illinois
  • Stock symbol: (MCD)

Photo: Yaoinlove / Shutterstock

23. UnitedHealthcare
23. UnitedHealthcare

23. UnitedHealthcare

  • 2019 Brand Valuation: $30.6 billion
  • Change since last year: +64.3%
  • Industry: healthcare
  • State: Minnesota
  • Stock symbol: (UNH)

Photo: Ken Wolter / Shutterstock

24. Deloitte
24. Deloitte

24. Deloitte

  • 2019 Brand Valuation: $29.6 billion
  • Change since last year: +42.2%
  • Industry: commercial services
  • State: New York
Deloitte is privately-owned.

Photo: Bumble Dee / Shutterstock

25. UPS
25. UPS

25. UPS

  • 2019 Brand Valuation: $29.3 billion
  • Change since last year: +33.2%
  • Industry: logistics
  • State: Georgia
  • Stock symbol: (UPS)

Photo: Jonathan Weiss / Shutterstock

26. Intel
26. Intel

26. Intel

  • 2019 Brand Valuation: $29.1 billion
  • Change since last year: +32%
  • Industry: tech
  • State: California
  • Stock symbol: (INTC)

Photo: michelmond / Shutterstock

27. General Electric
27. General Electric

27. General Electric

  • 2019 Brand Valuation: $28.3 billion
  • Change since last year: -11.7%
  • Industry: engineering and construction
  • State: Massachusetts
  • Stock symbol: (GE)

Pictured is the former General Electric headquarters in Schenectady, N.Y.

Photo: Brian Logan Photography / Shutterstock

28. Visa
28. Visa

28. Visa

  • 2019 Brand Valuation: $27.7 billion
  • Change since last year: +34%
  • Industry: commercial services
  • State: California
  • Stock symbol: (V)

Photo: DUANGJAN J / Shutterstock

29. American Express
29. American Express

29. American Express

  • 2019 Brand Valuation: $27.5 billion
  • Change since last year: +81.8%
  • Industry: commercial services
  • State: New York
  • Stock symbol: (AXP)

Photo: EQRoy / Shutterstock

30. Xfinity
30. Xfinity

30. Xfinity

  • 2019 Brand Valuation: $27.1 billion
  • Change since last year: +3.7%
  • Industry: telecoms
  • State: Pennsylvania
  • Stock symbol (Xfinity is a part of Comcast): (CMCSA)

Photo: Andriy Blokhin / Shutterstock

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