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Apple brand power climbing, holds lead over all tech firms, survey finds

Apple is standing fast for a second consecutive year as the fifth most powerful brand in the U.S. and the top ranked technology company, beating rivals Microsoft, Google and Sony.

While Apple didn't gain change position on the ranking charts versus the non-tech companies leading in the survey, Tenet Partners calls the company "one of the fastest-rising brands among the companies tracked" in the index. In 2016, all of Apple's metrics rose, with overall reputation climbing the most since last year's assessment.

The survey notes that despite the iPhone sales figure decrease in April, Apple's reputation and awareness of the brand was bolstered by its early May investment into Chinese ride sharing service DiDi Chuxing, and success of Apple Pay in China. Five years ago, Apple ranked 44th on the survey.

The Tenet Partners U.S. CoreBrand Index is compiled annually, providing examination of awareness and brand perceptions amongst U.S. marketplace participants. Rankings are based on brand familiarity and favorability. The favorability ranking spans reputation, perception of management, and investment potential.

Apple is only led on the overall index by Walt Disney, Bayer, Hershey, and Coca-Cola. Microsoft climbed one position in the index to sixth place, with Google/Alphabet climbing five places on the charts to reach tenth place this year. Every technology company in the survey's top 100 showed large growth in overall brand power.