For the fifth consecutive year, Apple and Google have taken out the top two positions in Interbrand’s Best Global Brands ranking, while global video streaming heavyweight Netflix has made its top 100 debut.
The 2017 Best Global Brands rankings place Apple at the top of the pile, with its brand value growing three percent to $US184.2 billion ($233.6 billion), followed by Google, registering six percent growth, with a value of $US141.7 billion.
Another technology heavy hitter, Microsoft, posted 10% growth to take out third position with a value of US$80 billion. Rounding out the top five were Coca-Cola ($US69.7 billion, down five percent) and Amazon ($US64.8 billion, up 29%).
Amazon was one of the top five brands exhibiting growth, along with Facebook, which came in 8th, with a 48% value increase to $US48.2 billion. This makes Facebook the fastest growing brand for the second year running, and saw it break into the top 10 for the first time.
Also among the fastest growing brands were 56th-placed Adobe ($US 9.1 billion, up 19%), 55th-placed Adidas ($US9.2 billion, up 17%) and 60th-placed Starbucks ($US8.7 billion, up 16%).
Along with Netflix, at 78th spot, there were two other first-time entrants in the top 100 list – Ferrari at 88 ($US4.9 billion) and Salesforce.com at 84th ($US5.2 billion).
“We are living in one of the most exciting periods of change – societal, technological, industrial – that impacts every aspect of commerce and life,” Jez Frampton, Interbrand global chief executive officer, commented.
“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.”
The automotive and technology sectors had the largest top 100 representation, seeing appearances from 16 and 15 brands in each sector respectively. This was followed by financial services (12) and fast-moving consumer goods (9). Retail was the top growing sector (19%), followed by sporting goods (10%), technology (8%), logistics (7%) and financial services (6%).
In total, the top 100 brands have a combined value of US$1871.7 billion, up 4.2% year-on-year.
Interbrand states that its ranking is based on three key components contributing to a brand’s cumulative value: 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.
1. Apple: Brand value – $US 184.2 billion
2. Google: Brand value – $US 141.7 billion
3. Microsoft: Brand value – $US 80 billion
4. Coca Cola: Brand value – $US 70 billion
5. Amazon: Brand value – $US 64 billion
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Martin Kovacs is a journalist with experience covering the IT, consumer electronics, retail, finance and energy sectors.
