Alex Brownsell
Oct 04, 2018

Apple regains crown as world's most valuable brand as Facebook value sinks

Apple has beaten Google to return to the top, with Amazon in third place.

Apple regains crown as world's most valuable brand as Facebook value sinks

Apple has displaced Google as the world's most valuable brand, according to Interbrand's 2018 Best Global Brands report, regaining the title it lost last year.

According to the ranking, Apple’s brand value grew 16% year on year to $214.5 billion – the first time the $200 billion mark has been surpassed. In second place, Google was up 10% to $155.5 billion, while Amazon, valued at $100.8 billion, retained third place, up 56% and the fastest-growing brand on the list.

Microsoft at number four (valued at $92.7 billion) and Coca-Cola ($66.3 billion) complete the top five.

However, the year of the "techlash" was not without its casualties: Facebook, in ninth spot, suffered a 6% decline in brand value compared with 2017 in the wake of the Cambridge Analytica data misuse scandal. It ends a sequence of five years in which Facebook was the fastest-growing brand.

Companies enjoying a rapid ascent include Netflix, up 45% on its 2017 brand value, Gucci (up 30%), Salesforce.com (23%) and Louis Vuitton (23%).

Spotify is the highest new entrant that has never appeared on the list before, with the music-streaming service landing at number 92 on the list, while Japanese carmaker Subaru completes the ranking in 100th place. Re-entrants include Chanel (23rd), Hennessy (98th) and Nintendo (99th).

"A decade after the global financial crisis, the brands that are growing fastest are those that intuitively understand their customers and make brave iconic moves that delight and deliver in new ways," Charles Trevail, global chief executive of Interbrand, said.

Christian Purser, chief executive of Interbrand London, added: "Leading brands are more customer-obsessed than ever, bringing the voice of the customer into every aspect of their business, making bold moves and taking calculated risks based on customer understanding. The fastest-growing brands across the last five years of the study are typically the most relevant to people’s lives and the most responsive to their changing needs."

The report, now in its 19th year, bases its valuation on three areas of analysis: the financial performance of the branded products or services; the role the brand plays in purchase decisions; and the brand’s competitive strength and its ability to create loyalty, sustaining demand and profit into the future.

'Activating brave'

With the latest iPhone having hit the market, Apple has stormed back to the top of the pile, and Trevail argues that the company "continues to set the standard for what it means to be a world-class brand in the 21st century and respond to today’s ever-changing customer expectations".

Mike Rocha, global managing director at Interbrand Economics, added that Apple has performed "exceptionally" against the criteria of driving consumer choice, its strength relative to competition and its profitability.

"As the first $1tn company by market capitalisation, Apple has proved highly adept at maximising the value from its hero product, the iPhone, exemplified by its recent launches of the iPhone XS, XS Max and XR. At the same time, it is tapping into the desire for useful apps and services, with sales from its services division growing by 23% to $30 billion in the 2017 fiscal year," Rocha said.

"Apple continues to reinforce its premium and luxury credentials through its X range of phones and new or enhanced devices such as the Home Pod and Apple Watch 4, whilst at the same time continuing to redefine retail with its ‘town square’ experience concept, where people can unlock their creativity and productivity through ‘Today at Apple’ interactive learning sessions."

The focus of this year’s study is "activating brave" and brands that are responding to the needs of the marketplace while pursuing a clear and aligned long-term vision. Interbrand cites the recent example of Nike’s controversial campaign featuring NFL star Colin Kaepernick – something that it describes as a "huge calculated risk".

The top 100 in full

Rank Brand Sector Value ($m) % change
1 Apple Technology 214,480 16%
2 Google Technology 155,506 10%
3 Amazon Retail 100,764 56%
4 Microsoft Technology 92,715 16%
5 Coca-Cola Beverages 66,341 -5%
6 Samsung Technology 59,890 6%
7 Toyota Automotive 53,404 6%
8 Mercedes-Benz Automotive 48,601 2%
9 Facebook Technology 45,168 -6%
10 McDonald's Restaurants 43,417 5%
11 Intel Technology 43,293 10%
12 IBM Business services 42,972 -8%
13 BMW Automotive 41,006 -1%
14 Disney Media 39,874 -2%
15 Cisco Technology 34,575 8%
16 GE Diversified 32,757 -26%
17 Nike Sporting goods 30,120 11%
18 Louis Vuitton Luxury 28,152 23%
19 Oracle Technology 26,133 -5%
20 Honda Automotive 23,682 4%
21 SAP Technology 22,885 1%
22 Pepsi Beverages 20,798 2%
23 Chanel Luxury 20,005 New
24 American Express Financial services 19,139 8%
25 Zara Apparel 17,712 -5%
26 JP Morgan Financial services 17,567 12%
27 Ikea Retail 17,458 -5%
28 Gillette FMCG 16,864 -7%
29 UPS Logistics 16,849 3%
30 H&M Apparel 16,826 -18%
31 Pampers FMCG 16,617 1%
32 Hermès Luxury 16,372 15%
33 Budweiser Alcohol 15,627 2%
34 Accenture Business services 14,214 14%
35 Ford Automotive 13,995 3%
36 Hyundai Automotive 13,535 3%
37 Nescafé Beverages 13,053 3%
38 eBay Retail 13,017 -2%
39 Gucci Luxury 12,942 30%
40 Nissan Automotive 12,213 6%
41 Volkswagen Automotive 12,201 6%
42 Audi Automotive 12,187 1%
43 Philips Electronics 12,104 5%
44 Goldman Sachs Financial services 11,769 8%
45 Citi Financial services 11,577 9%
46 HSBC Financial services 11,208 6%
47 Axa Financial services 11,118 0%
48 L'Oréal FMCG 11,102 4%
49 Allianz Financial services 10,821 8%
50 adidas Sporting goods 10,772 17%
51 Adobe Technology 10,748 19%
52 Porsche Automotive 10,707 6%
53 Kellogg FMCG 10,634 -3%
54 HP Technology 10,433 9%
55 Canon Electronics 10,380 6%
56 Siemens Diversified 10,132 1%
57 Starbucks Restaurants 9,615 10%
58 Danone FMCG 9,533 2%
59 Sony Electronics 9,316 10%
60 3M Diversified 9,104 2%
61 Visa Financial services 9,021 15%
62 Nestlé FMCG 8,938 2%
63 Morgan Stanley Financial services 8,802 7%
64 Colgate FMCG 8,659 4%
65 Hewlett Packard Technology 8,157 -9%
66 Netflix Media 8,111 45%
67 Cartier Luxury 7,646 1%
68 Huawei Technology 7,578 14%
69 Santander Financial services 7,547 13%
70 Mastercard Financial services 7,545 19%
71 Kia Automotive 6,925 4%
72 FedEx Logistics 6,890 10%
73 PayPal Financial services 6,621 22%
74 Lego FMCG 6,533 -7%
75 Salesforce.com Business services 6,432 23%
76 Panasonic Electronics 6,293 5%
77 Johnson & Johnson FMCG 6,231 3%
78 Land Rover Automotive 6,221 2%
79 DHL Logistics 5,881 3%
80 Ferrari Automotive 5,760 18%
81 Discovery Media 5,755 6%
82 Caterpillar Diversified 5,730 18%
83 Tiffany & Co Luxury 5,642 5%
84 Jack Daniel’s Alcohol 5,641 6%
85 Corona Alcohol 5,517 16%
86 KFC Restaurants 5,481 3%
87 Heineken Alcohol 5,393 4%
88 John Deere Diversified 5,375 12%
89 Shell Energy 5,276 9%
90 Mini Automotive 5,254 3%
91 Dior Luxury 5,223 14%
92 Spotify Media 5,176 New
93 Harley-Davidson Automotive 5,161 -9%
94 Burberry Luxury 4,989 -3%
95 Prada Luxury 4,812 2%
96 Sprite Beverages 4,733 -2%
97 Johnnie Walker Alcohol 4,731 7%
98 Hennessy Alcohol 4,722 New
99 Nintendo Electronics 4,696 New
100 Subaru Automotive 4,214 New

(This article first appeared on CampaignAsia.com)

Source:
Campaign India

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