The World's Most Valuable Brands By Country

Good branding identifies a company's goods and services, setting it apart from the competition. Most Americans easily recognize Apple's apple, Nike's swoosh, and McDonald's (MCD - Get Report) golden arches.

Though branding itself is a somewhat intangible asset, most companies know its inherent value, investing large amounts of money in the design, launch, and ongoing promotion of their brands. That's why assigning a value to a brand might have certain appeal.

Brand Finance, a business valuation and strategy consultancy, calculates the value of brands by estimating the likely future revenues that are attributable to it. This is done by calculating a royalty rate that would be charged for its use, and arriving at a "brand value" -- a net economic benefit that would be achieved by licensing the brand in the open market.

According to Brand Finance's annual report on the 500 most valuable brands in the world, technology brands claim the top five spots (Amazon, Apple, (AAPL - Get Report) Google, (GOOG - Get Report) Samsung and Facebook. (FB - Get Report) ) This indicates a wider global trend, as dominance of digital is set to grow even more in the coming years.

Several U.S. brands dropped in value from last year, while many from China, Germany and Japan rose in the rankings.

Based on Brand Finance's report, Global 500 2018, these are the 30 most valuable brands by country.

1. United States: Amazon
1. United States: Amazon

1. United States: Amazon (AMZN - Get Report)

Brand value: $150.8 billion

Amazon overtook Google and Apple this year, with a brand value increase of 42%, according to the report. The e-commerce and cloud computing company, based in Seattle, is the largest internet retailer in the world.

Photo: Bloomberg

2. South Korea: Samsung
2. South Korea: Samsung

2. South Korea: Samsung

Brand value: $92.3 billion

Samsung's brand value increased 39%, passing up Microsoft and AT&T in the rankings since last year. Samsung makes consumer electronics, but also works in industries such as autos, medical equipment, home appliances, entertainment and retail.

Photo: Framesira / Shutterstock

3. China: ICBC
3. China: ICBC

3. China: ICBC

Brand value: $59.2 billion

Industrial and Commercial Bank of China Limited is a Chinese multinational banking company. It is the largest bank in China, and one of the largest banks in the world by total assets.

Photo: testing / Shutterstock

4. Germany: Mercedes-Benz
4. Germany: Mercedes-Benz

4. Germany: Mercedes-Benz (DDAIF)

Brand value: $43.9 billion

The global automobile marque bypassed Toyota this year in brand value, with an increase of 24%.

Photo:FrameStockFootages / Shutterstock

5. Japan: Toyota
5. Japan: Toyota

5. Japan: Toyota (TM - Get Report)

Brand value: $43.7 billion

Japan's auto company brand decreased in value by 6% since last year, according to the report.

Photo: Ivan Kurmyshov / Shutterstock

6. Netherlands: Shell
6. Netherlands: Shell

6. Netherlands: Shell 

Brand value $39.4 billion

Royal Dutch Shell has operations in more than 70 countries in industries including oil and gas and renewable energy projects.

Photo: siam.pukkato / Shutterstock

7. Sweden: IKEA
7. Sweden: IKEA

7. Sweden: IKEA

Brand value: $24.4 billion

The world's largest furniture retailer designs and sells ready-to-assemble furniture, kitchen appliances and home accessories. In 2017, IKEA bought TaskRabbit, an online freelance labor company whose employees are often hired to assemble the Swedish company's furniture.

Photo: Paul2015 / Shutterstock

8. France: Orange
8. France: Orange

8. France: Orange (ORAN)

Brand value $22.2 billion

The company offers wireless telecommunications services in France and other parts of Europe, Africa and Middle East.

Photo: Targa56 / Shutterstock

9. United Kingdom: BP
9. United Kingdom: BP

9. United Kingdom: BP (BP - Get Report)

Brand value: $19.6 billion

The oil and gas company was formerly British Petroleum. Above, a BP station in Austria.

Photo: CatwalkPhotos / Shutterstock

10. Switzerland: Nestlé
10. Switzerland: Nestlé

10. Switzerland: Nestlé   

Brand value: $19.4 billion

Switzerland's food and drink company is one of the largest food companies in the world.

Photo: Bborriss.67 / Shutterstock

11. Spain: Zara
11. Spain: Zara

11. Spain: Zara

Brand value: $17.5 billion

Zara is a fast-fashion retailer, with its business model allowing new designs and the latest fashion trends to be in stores much quicker than competitors.

Photo: Vytautas Kielaitis / Shutterstock

12. India: Tata Group
12. India: Tata Group

12. India: Tata Group

Brand value: $14.2 billion

The global enterprise operates in more than 100 countries in industries including automobiles, (TTM) , energy, steel, food and beverages, and communications. Above Tata shows off a concept vehicle at a 2012 car show in Bangkok, Thailand.

Photo: Thor Jorgen Udvang / Shutterstock

13. Canada: RBC
13. Canada: RBC

13. Canada: RBC 

Brand value: $13.8 billion

The Royal Bank of Canada (RY - Get Report) is a multinational financial services company in areas including retail and corporate banking, investment banking, mortgage loans, private banking, wealth management and insurance.

Photo: JHVEPhoto / Shutterstock

14. Australia: Telstra
14. Australia: Telstra

14. Australia: Telstra 

Brand value: $12.4 billion

Australia's largest telecommunications company provides mobile devices, home phones, pay TV and broadband internet.

Photo: TK Kurikawa / Shutterstock

15. Russia: Sberbank
15. Russia: Sberbank

15. Russia: Sberbank

Brand value: $11.6 billion

Russia's state-owned financial services company has operations in several European and post-Soviet countries.

Photo: Tramp57 / Shutterstock

16. Malaysia: Petronas
16. Malaysia: Petronas

16. Malaysia: Petronas  (PNAGF)

Brand value: $11.5 billion

Petronas is a Malaysian oil and gas company. Above, the Petronas twin towers dominate the skyline of Kuala Lumpur. They are the tallest twin towers in the world.

Photo: Shutterstock

17. Italy: Eni
17. Italy: Eni

17. Italy: Eni 

Brand value: $10.6 billion

The oil and gas company  (E) is based in Rome.

Photo: Goran Bogicevic / Shutterstock

18. Finland: Nokia
18. Finland: Nokia

18. Finland: Nokia 

Brand value: $8.4 billion

Nokia (NOK - Get Report) is a telecommunications, networking, and consumer electronics company.

Photo: Nokia

19. Mexico: Pemex
19. Mexico: Pemex

19. Mexico: Pemex

Brand value: $8.4 billion

Pemex is Mexico's state-owned petroleum company.

Photo: photopixel / Shutterstock

20. Norway: Equinor (formerly Statoil)
20. Norway: Equinor (formerly Statoil)

20. Norway: Equinor (formerly Statoil) 

Brand value: $8.2 billion

The Norwegian company, which just changed its name to Equinor  (EQNR - Get Report) this year, is an international energy company that develops oil, gas, wind and solar energy.

Photo: Vytautas Kielaitis / Shutterstock

21. Brazil: Itaú
21. Brazil: Itaú

21. Brazil: Itaú  

Brand value: $8 billion

Itaú Unibanco (ITUB) is the largest private sector bank in Brazil.

Photo: Alf Ribeiro / Shutterstock

22. UAE: Etisalat
22. UAE: Etisalat

22. UAE: Etisalat

Brand value: $7.7 billion

This telecommunications company operates in the United Arab Emirates and countries across Asia, the Middle East and Africa. Above, the Etisalat Tower in Dubai.

Photo: Abrar Sharif / Shutterstock

23. Austria: Red Bull
23. Austria: Red Bull

23. Austria: Red Bull

Brand value: $7.6 billion

The company is known for its energy drinks, but also owns several sports teams.

Photo: Igor Karasi / Shutterstock.

24. Denmark: LEGO
24. Denmark: LEGO

24. Denmark: LEGO

Brand value: $7.6 billion

The maker of interlocking plastic bricks is a family-owned company. Above, Legoland theme park in Carlsbad, Calif.

Photo: Hayk_Shalunts / Shutterstock

25. Saudi Arabia: STC
25. Saudi Arabia: STC

25. Saudi Arabia: STC

Brand value: $6.7 billion

Saudi Telecom provides technology services for businesses and organizations worldwide.

Photo: Gil C / Shutterstock

26. Singapore: DBS
26. Singapore: DBS

26. Singapore: DBS

Brand value: $6.5 billion

The Development Bank of Singapore, a multinational banking and financial services corporation, is a growing presence in Asia. Above, a DBS bank boat in Singapore.

Photo: rainieC / Shutterstock

27. Indonesia: Telkom Indonesia
27. Indonesia: Telkom Indonesia

27. Indonesia: Telkom Indonesia

Brand value: $5.2 billion

Indonesia's telecommunications company also deals in multimedia, property and financial services.

Photo: F1fans Wikipedia

28. Thailand: PTT
28. Thailand: PTT

28. Thailand: PTT

Brand value: $4.9 billion

PTT is a state-owned oil and gas company in Thailand.

Photo: siam.pukkato / Shutterstock

29. Qatar: QNB
29. Qatar: QNB

29. Qatar: QNB 

Brand value: $4.2 billion

Qatar National Bank (QNBC) is one of the largest financial institutions in the Middle East.

Photo: theendup / Shutterstock

30. Belgium: KBC
30. Belgium: KBC

30. Belgium: KBC

Brand value: $4.2 billion

This bank works primarily in corporate banking, treasury activities, project finance, capital markets and private equity.

Photo: ThomasDeco / Shutterstock

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