Digital giants dominate the best global brand list as Facebook rises through the ranks

Steve Kaplan Marketing:

While Apple and Google hold the top two spots, Facebook is the fastest riser, claiming its spot at 23 after increasing its value by 54%.

Valued at $170.276 billion, Apple increased its brand value by 43% while Google increased its brand value by 12%. Amazon entered the top 10 for the first time having increased its brand value by 29%.

Technology brands also dominate the list, collectively making up more than a third (33.6%) of the total value of all 100 brands. New entrants include Lego (82), PayPal (97) and Mini (98).

The consultancy’s annual rankings identify the 100 most valuable global brands by analysing how the brand benefits an organisation—from delivering on customer expectations to 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, businesses and brands need to move at the speed of life,” says 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.”

Top 10

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

Top Risers

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

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