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Apple and Google named ‘best’ global brands for second year running | B2B Marketing

Apple and Google have been named as the top two brands in the world for the second year in a row, according to Interbrand’s annual report.


Best Global Brands

report – now in its 18th year – ranks the world’s top 100 brands against three key components: people, technology and brand strength.

Apple successfully held off Google to claim top spot for the

fifth year running

, experiencing brand value growth of 3% to $184 billion (£136 billion).

Interestingly, a separate study by Brand Finance earlier this year named

Google as the world’s most valuable brand

, knocking Apple from its top spot in the process.

B2B brands – and those with strong B2B arms ­– are well represented on the Interbrand list, with Microsoft, Amazon, and IBM all making the top 10.

Tech and financial services companies make up 27% of top 100 brands


despite rumblings of its usage dwindling

, Facebook experienced a 48% increase in brand value (the fastest growing on the list) – ranking at number eight.

Over half of the top 100 brands came from four sectors: automotive (16), technology (15), financial services (12), and fast-moving consumer goods (9).

Other notable B2B inclusions were Cisco (16th), Oracle (17th), SAP (22nd), and Accenture (37th).

This year’s list also included three new entrants, including


, making its first appearance in 84th place.

Interbrand’s top 10 global brands

  1. Apple
  2. Google
  3. Microsoft
  4. Coca-Cola
  5. Amazon
  6. Samsung
  7. Toyota
  8. Facebook
  9. Mercedes-Benz
  10. IBM


The ranking is based on three key components that contribute to a brand’s cumulative value:

  • The financial performance of the branded products and services
  • The role the brand plays in influencing customer choice
  • The strength the brand has to command a premium price or secure earnings for the company.

Jez Frampton, global CEO of Interbrand, commented: “We’re living in one of the most exciting periods of change ­­– societal, technological, industrial – that impacts every aspect of commerce and life.

“In this ever-shifting context, growth becomes more challenging, which is why businesses need brands more than ever. The Best Global Brands understand that brands are the platform for growth.”

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