These are the 10 most valuable brands in the world

Apple has once again retained its position as the world's most valuable brand, according to brand management firm Interbrand's annual rankings of the "best global brands."

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Technology and automotive brands dominated the rankings of 100 companies, taking up a combined 28 spots in the list.

The "top riser" this year was Facebook, which improved its brand value by 54% — but it sat outside of the top 10, in 23rd. 

Apple Watch WatchPlate gold plated
Apple tops the list again this year. Watch Plate

The ranking is based on a combination of the brands' financial performance, the role the brand plays in influencing customer choice, and the strength the brand has to command a premium price or secure profit for the company.

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10. Amazon

Amazon Jeff Bezos
Amazon CEO Jeff Bezos. The US company ranks as the world's No 1 provider of cloud computer services, but for how long? AP Photo

Brand value: $37.9 billion

Percentage change from last year: +29%

Last year's rank: 15

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9. McDonald's

McDonald's
Reuters

Brand value: $39.8 billion

Percentage change from last year: -6%

Last year's rank: 9

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8. GE

General Electric building in Connecticut
General Electric building in Connecticut General Electric

Brand value: $42.3 billion

Percentage change from last year: -7%

Last year's rank: 6

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7. Samsung

Samsung
A woman uses her smartphone to book for a taxi in Hanoi, Vietnam, September 9, 2015. REUTERS/Kham

Brand value: $45.3 billion

Percentage change from last year: 0%

Last year's rank: 7

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6. Toyota

toyota mirai hydrogen
Toyota

Brand value: $49 billion

Percentage change from last year: +16%

Last year's rank: 8

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5. IBM

IBM Chairwoman and CEO Virginia "Ginni" Rometty.
REUTERS/Brendan McDermid

Brand value: $65.1 billion

Percentage change from last year: -10%

Last year's rank: 4

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4. Microsoft

Satya Nadella Microsoft
Microsoft CEO Satya Nadella AP

Brand value: $67.7 billion

Percentage change from last year: +11%

Last year's rank: 5

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3. Coca-Cola

coca-cola coke
Flickr/Zac Attack

Brand value: $78.4 billion

Percentage change from last year: -4%

Last year's rank: 3

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2. Google

Google employees
Google

Brand value: $120.3 billion

Percentage change from last year: +12%

Last year's rank: 2

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1. Apple

Apple Inc's CEO Tim Cook waves to the audience after One Republic performed at an Apple media event in San Francisco, California, September 9, 2015. REUTERS/Beck Diefenbach
Apple Inc's CEO Tim Cook waves to the audience after One Republic performed at an Apple media event in San Francisco, California Thomson Reuters

Brand value: $170.3 billion

Percentage change from last year: +43%

Last year's rank: 1

On February 28, Axel Springer, Business Insider's parent company, joined 31 other media groups and filed a $2.3 billion suit against Google in Dutch court, alleging losses suffered due to the company's advertising practices.

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