With tech brands "booming" while expanding "beyond traditional domains", Amazon has taken the top spot as the "world's most valuable tech brand", while Apple and Google have taken No.2 and 3 respectively as Chinese brands "surge in value."

Telstra registered a 14% increase in brand value to US$12.4 billion in 2017, retaining the title of the most valuable telecoms brand in Australia and climbing one spot to 13th place globally in the Brand Finance Telecoms 300 rankings.

As Google overtakes Apple as the world’s most valuable brand, in Australia Telstra has retained the mantle of the country’s most valuable brand for the second year running ahead of two of our biggest banks – the Commonwealth and the ANZ.