Apple, Google lead global brands report
Apple and Google claimed the top positions in the Interbrand Global Brand report for the third time in a row. Valued at USD 170.276 billion, Apple increased its brand value by 43 per cent. Google, valued at USD 120.314 billion, increased its brand value by 12 per cent. Microsoft edged ahead of IBM, and ecommerce giant Amazon entered the Top 10 for the first time with a brand value of USD 37.948 billion.
Five new brands entered this year’s ranking: Lego (#82), PayPal (#97), MINI (#98), Moët&Chandon (#99), and Lenovo (#100). Lenovo is the second Chinese brand to appear on the Best Global Brands ranking. The first was Huawei (#88), which entered the ranking in 2014.
Technology and automotive brands dominate this year’s ranking, holding a combined 28 positions. Technology brands, in particular, dominate—collectively making up more than a third (33.6 per cent) of the total value of all 100 brands.
The Top 10 list is as follows:
• Apple (#1, +43 per cent)
• Google (#2, +12 per cent)
• Coca-Cola (#3, -4 per cent)
• Microsoft (#4, +11 per cent)
• IBM (#5, -10 per cent)
• Toyota (#6, +16 per cent)
• Samsung (#7, 0 per cent)
• GE (#8, -7 per cent)
• McDonald’s (#9, -6 per cent)
• Amazon (#10, +29 per cent)
The Top Risers are:
• Facebook (#23, +54 per cent)
• Apple (#1, +43 per cent)
• Amazon (#10, +29 per cent)
• Hermès (#41, +22 per cent)
• Nissan (#49, +19 per cent)
“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. 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,” says Jez Frampton, Interbrand’s Global Chief Executive Officer.
“The unstoppable rise of Asian brands is captured in the Best Global Brands report. The total value of brands from Asia in the Top 100 has grown 69 per cent over the past five years. Consistently strong Asian brands in the Top 100 such as Toyota, Nissan and Samsung, amongst others, have been joined in recent years by Kia, Huaweiand now, Lenovo. This reflects not only the growing value of Asian brands, but also their growing influence on the lives of many people around the world,” says Stuart Green, Interbrand’s Asia-Pacific Chief Executive Officer.
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