Technology and automotive firms dominate latest brand rankings


Understanding what makes your brand stand out from the rest is the crucial element of a marketer’s job since they can then exploit those strengths in full. The latest version of the Best Global Brands report from Interbrand therefore provides valuable insight – both into the performance of great brands themselves but also learnings that peers can take from the best too.

The latest version of the report, which identifies and ranks the 100 most valuable brands, shows that for the third year in a row it is Apple and Google respectively that claim first and second position, with both showing positive brand value growth in the time. Apple increased its brand value by 43% and Google by 12%.

The brand rankings are dominated by both technology and automotive brands – both in the top 10 and within the rest of the 100 rankings too with Apple, Google, IBM and Amazon all technology companies appearing in the top 10 (Amazon for the first time ever). Toyota and GE also feature in the top 10 whilst in total 28 technology and automotive brands are in the top 100. 

Now in its 16th year the annual report identifies the 100 most valuable brands through analysis of the ways in which a brand can benefit an organisation – whether that be through delivering on customer expectations or driving economic value.

“The Best Global Brands report examines what it takes for brands to succeed in today’s hyper-fragmented world. As people demand immediate, personalised and tailored experiences, business and brands need to move at the speed of life,” said Jez Frampton, Interbrand’s global chief executive officer. “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,” he added.

Top 10:

  • Apple (#1, +43%)
  • Google (#2, +12%)
  • Coca-Cola (#3, -4%)
  • Microsoft (#4, +11%)
  • IBM (#5, -10%)
  • Toyota (#6, +16%)
  • Samsung (#7, 0%)
  • GE (#8, -7%)
  • McDonald’s (#9, -6%)
  • Amazon (#10, +29%)

Biggest movers:

  • Facebook (#23, +54%)
  • Apple (#1, +43%)
  • Amazon (#10, +29%)
  • Hermès (#41, +22%)
  • Nissan (#49, +19%)

New entrants:

  • Lego (#82)
  • PayPal (#97)
  • MINI (#98)
  • Moët & Chandon (#99)
  • Lenovo (#100)
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