Apple has made it three in a row as it held the top spot in Interbrand’s 16th annual Best Global Brands report. The report identifies the 100 most valuable global brands, determined by a combination of: financial performance, role brand plays in influencing customer choice, and strength the brand has to command a premium price or secure earnings.
Google was second, a position the company has held for the last three years too. Coca-Cola held on to its third rank from last year.
Apple grew 43 per cent in valuation to over $176 bn, while Google grew 12 pc to over $120 bn. Coca-Cola degrew 4 pc according to the study, and ended with a value of over $78 bn.
Microsoft (#4) which saw a rise and IBM (#5) that dropped in value, swapped positions from last year's rankings. Toyota gained two places to move up to number six, while Samsung held its seventh spot with no change in valuation. GE dropped two places to number eight, while McDonald’s held its number nine position and Amazon gained five places to enter the top 10, growing 29 pc in value to nearly $38 bn.
Five new brands entered this year’s ranking: Lego (#82), PayPal (#97), MINI (#98), Moët & Chandon (#99), and Lenovo (#100).
Technology and automotive brands dominated this year’s ranking, holding 28 positions between them.
Between them, 13 technology brands account for over a third (33.6 per cent) of the total value of the top 100 brands, according to the Interbrand study.
In percentage terms, Facebook was the top riser, growing 54 per cent to $22 bn, putting it at rank #23.
Jez Frampton, global chief executive officer, Interbrand, said, “The Best Global Brands report examines what it takes for brands to succeed in today’s hyper-fragmented world. As people demand immediate, personalized and tailored experiences, business and brands need to move at the speed of life. Many of the brands in this year’s Top 100 are so intuitively aligned with people’s priorities that they are able to seamlessly integrate into their everyday lives.”
Ashish Mishra, managing director, Interbrand India, added, “The new speed of life is creating a churn in which only the world changing brands will thrive. From Apple to Lego and from Facebook to PayPal, the risers and new entrants reflect the fundamentals of world changing brands – anticipation, co-evolution, co creation and flexibility. Brands that will succeed are the ones that can foresee the needs of the consumers and address them wherever, whenever they are, using the power of technology.”