Trademarks not keeping up with the digital world cannot survive

The summit changed hands this year on the Global 500 list published by Brand Finance. Google, which ranked second after Apple last year, increased its brand value by 24 percent and ranked first with a brand value of $ 109.4 billion.

The brand value of Apple, which was switched to Google this year, decreased by 27 percent compared to last year and declined to $ 107.1 billion. Third in the list is Amazon, which has increased its brand value by as high as 53 percent to $ 106.4 billion.

The world's largest retail chain, Walmart, increased its brand value by 16 percent compared to the previous year to $ 62.4 billion to get ranked eighth in the 2017 list.

 Speaking about Google’s achievement to become the most valuable brand in the world, Markiz Patent Managing Director Orhan Eriman said, , “While 5-10 years ago, oil companies were at the top of the world's most valuable brands list, now technology companies are at the top today. That's why it's highly important to keep up with digital transformation. These rankings show that brands that cannot keep up with the dynamics of the digital world will soon disappear.”

Orhan Eriman also said that behind Google’s achievement to become the world's most valuable brand is its corporate culture.

Here are the 25 most valuable brands in the world;