Apple, Google Ranked As The World's Most Valuable Brands

How much is a brand worth? For Apple, it's more than $170 billion, according to a new report.

Google came in second place at more than $120 billion, followed by Coca-Cola at around $78.4 billion, according to a report released Sunday by brand-consultancy firm Interbrand.

Overall, tech companies fared pretty well, taking up the majority of the top 10 spots on the 16th annual "Best Global Brands" report.

1. Apple — $170.2 billion
2. Google — $120.3 billion
3. Coca-Cola — $78.4 billion
4. Microsoft — $67.7 billion
5. IBM — $65.1 billion
6. Toyota — $49 billion
7. Samsung — $45.3 billion
8. GE — $42.3 billion
9. McDonald’s — $39.8 billion
10. Amazon — $37.9 billion

To determine each brand's value, the firm factored in financial performance, how strongly the branding influenced customer choice, and the power each brand has to "command a premium price or secure earnings for the company."

Related: Are Apple's Ad-Blocking Moves Aimed at Google?

Apple, which took the top spot for the third year in a row, saw a 43 percent jump in its brand value from the time of the last report. Facebook experienced the most dramatic rise (54 percent), although that was only good enough to get the company to 23 in the rankings.

There were also a few new entrants to the list of 100 brands, including PayPal at 97 and Lenovo, which took the last spot on the list.