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

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.

The 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

Surprisingly, 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 Salesforce, 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

Methodology

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.”