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For third straight time, Apple has topped Forbes’ World’s Most Valuable Brands. For Microsoft, Coca-Cola, IBM and Google are in the top 5.

“The heart of a great brand is a great product,” says Kevin Lane Keller, branding expert and professor at Dartmouth’s Tuck School of Business. “Design is how a product works, how it looks, how it feels. It’s functional and aesthetic. Apple has embraced that in the fullest sense possible in terms of making products simple, but also good looking and attractive.”

You can see the top ten brands in the chart above or hit the link for the full list.

Source: Forbes