Interbrand’s 16th annual Best Global Brands report identified the 100 most valuable global brands.
For the third year in a row, Apple and Google claim the top positions. Valued at US$170.276 billion, Apple increases its brand value by 43 per cent. Google, valued at $120.314 billion, increases its brand value by 12 per cent. Microsoft, at number four, edges ahead of IBM at number 5, and Amazon, at number 10, enters the top 10 for the first time with a brand value of $37.948 billion.
Five new brands entered this year’s ranking, namely Lego (82), PayPal (97), MINI (98), Moët & Chandon (99), and Lenovo (100). Lenovo is the second Chinese brand to appear on the Best Global Brands ranking. The first was Huawei (88), which entered the ranking in 2014.
Technology and automotive brands dominate this year’s ranking, holding a combined 28 positions. Technology brands, in particular, dominate, collectively making up more than a third of the total value of all 100 brands.
The top 10 brands are: Apple, Google, Coca-Cola, Microsoft, IBM, Toyota, Samsung, GE, McDonald’s, and Amazon.
The top risers are: Facebook, Apple, Amazon, Hermès, and Nissan.
New entrants are: Lego, PayPal, MINI, Moët & Chandonl, and Lenovo.
“The Best Global Brands report examines what it takes for brands to succeed in today’s fragmented world. As people demand immediate, personalised and tailored experiences, business and brands need to move at the speed of life,” says Jez Frampton, Interbrand’s Global CEO. “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.”
This year’s Best Global Brands website features 100 detailed brand profiles and articles authored by Interbrand thought leaders.
The ranking identifies the 100 most valuable global brands by analysing the many ways a brand benefits an organisation, from delivering on customer expectations to driving economic value. Interbrand’s Best Global Brands methodology was the first brand valuation method to become ISO certified.
The ranking is based on a combination of attributes that contribute to a brand’s cumulative value such as: the financial performance of the branded products and services; the role the brand plays in influencing customer choice; and the strength the brand has to command a premium price or secure earnings for the company.