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
- Apple
- Microsoft
- Coca-Cola
- Amazon
- Samsung
- Toyota
- Mercedes-Benz
- 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.”
