The Most Valuable American Brands

Good branding works - that's why these companies dominate their industries.
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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) - Get Report 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) - Get Report 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) - Get Report , 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) - Get Report , Alphabet/Google (GOOG) - Get Report , and Apple (AAPL) - Get Report

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

Photo: Ko Backpacko / Shutterstock