Tech dominates Interbrand's Best 100 Global Brands as Apple, Google and Microsoft top list

DAILY SABAH WITH AFP
ISTANBUL
Published 27.09.2017 18:54
emFILE Photo/em
FILE Photo

Interbrand has named Apple, Google, and Microsoft as the three most valuable brands in its 2017 Best Global Brands ranking, with technology as the dominant sector.

For five consecutive years, Apple and Google have held the top positions. Apple's brand value grew by 3 percent to USD $184,154 million, as Google's brand value grew by 6 percent to USD $141,703 million. Microsoft jumped into #3 spot, as one of sixteen brands with double-digit percent growth.

Following Coca-Cola in 4th place, sat Amazon, Samsung, Toyota, and Facebook, which broke into the Top 10 for the first-time at #8. Mercedes-Benz, and IBM round out the Top 10.

The five Top Growing Brands included Facebook (48 percent growth) who leads for the second year running, Amazon (29 percent), Adobe (19 percent), Adidas (17 percent), and Starbucks (16 percent).

This year, the list also featured three new entrants: Ferrari at #88, and Netflix and Salesforce.com, who make their first appearance on the list, at #78 and #84.

Now in its 18th year, this report's theme is Growth in a Changing World, and examines three key components: People, Technology and Brands.

"We are living in one of the most exciting periods of change-societal, technological, industrial-that impacts every aspect of commerce and life," said Jez Frampton, Global Chief Executive Officer of Interbrand.

"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."

More than half of the Best Global Brands came from four sectors: Automotive (16), Technology (15), Financial Services (12), and Fast-Moving Consumer Goods (9). Retail is the top growing sector in percentage terms (19%), followed by Sporting Goods (10%), Technology (8%), Logistics (7%), and Financial Services (6%).

The Top 100 brands have a combined total value of USD $1,871,730 million, marking an increase of 4.2% from 2016.

Interbrand's 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, and the strength the brand has to command a premium price or secure earnings for the company. This methodology was also the first brand valuation method to become ISO certified.

With a network of 21 offices in 17 countries, Interbrand is a global brand consultancy, and publisher of the highly influential annual Best Global Brands and Breakthrough Brands reports, and Webby Award-winning brand channel. Interbrand is a part of the Omnicom Group Inc. network of agencies.

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