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Tech giants keep lead, Facebook bows out of top 10 in latest brand value report

U.S. tech giants continued to lead the list of the world's 100 most valuable brands, according to a new report that also saw Facebook Inc. falling out of the top 10.

Interbrand's 20th annual Best Global Brands report showed Apple Inc. staying on top of the list with a valuation of $234.24 billion, a 9% increase from 2018. Alphabet Inc. unit Google LLC increased its brand value by 8% to retain the second spot at $167.71 billion. E-commerce company Amazon.com Inc. remained third in rank at $125.26 billion after boosting its brand value by 24%, while Microsoft Corp. added 17% to its brand value to hold on to the fourth spot at $108.85 billion.

Facebook, which ranked ninth last year, dropped to 14th place at $39.86 billion after its brand value fell 12%. The company increased its brand value by as much as 86% in 2014.

Interbrand's report ranks brands based on the financial performance of their products and services, the brands' role in purchasing decisions, and the brands' strength and ability to generate customer loyalty. This year, the report also assessed how brands made "iconic moves," which entails a shift in focus from ordinary brand positioning to addressing consumer expectations amid increasing market competition.

"Brands can no longer be considered separate to businesses and will be judged on what they do, not just what they say; it is about trust, not just delivery," said Interbrand Global CEO Charles Trevail.

Tech companies have recently been under the regulatory radar over concerns they are hurting competition in digital markets and among small businesses. Facebook, in particular, has also been drawing bad publicity over criticism of its digital currency Libra and its privacy violations, including the Cambridge Analytica LLC data scandal.

Other tech firms that made it to the list are Dell Technologies Inc., which returned after a six-year absence, as well as new entrants such as Uber Technologies Inc. and Microsoft unit LinkedIn Corp. Media companies that are also part of the list include Walt Disney Co., ranked 10th; Netflix Inc.; Discovery Inc.; and Spotify AB.

Interbrand is part of Omnicom Group Inc.'s brand consulting group.