Apple, Google, Coca-Cola most valuable global brands: Interbrand report
Leading brand consultancy, Interbrand, named Apple, Google and Coca-Cola the three most valuable brands in its 2016 Best Global Brands report, with automotive and technology brands dominating the ranking – and Tesla and Dior entering the Top 100 brands. Now in its 17th year, the report reveals the Anatomy of Growth, and features an insider’s view of how great brands grow great businesses.
“It’s clear the best global brands are not just weathering change, but driving it,” said Jez Frampton, Interbrand’s Global Chief Executive Officer. “They understand their Anatomy of Growth is complex, unique and personal; they look inward and outward, expand into new markets, and create better experiences to grow their brands and businesses.”
For the fourth year in a row, Apple and Google claimed the top positions. Apple’s brand value grew by 5 per cent to US$178,119 million, while Google’s brand value rose 11 per cent to US$133,252 million. Coca-Cola, Microsoft, Toyota, IBM, Samsung, Amazon, Mercedes-Benz and GE round out the Top 10. Dior and Tesla enter the Best Global Brands report for the first time, at #89 and #100, respectively.
The world’s five Top Growing Brands include Facebook (48 per cent growth), Amazon (33 per cent), Lego (25 per cent), Nissan (22 per cent) and Adobe (21 per cent).
“There is an increasing shift from businesses leading brands to brands leading businesses. That opens clear avenues of growth. Brands grow businesses by building a strong culture, optimising structures and governance inside the organisation, while anchoring differentiated experiences on the outside,” said Ashish Mishra, Managing Director, Interbrand India.
With a combined 29 positions, automotive and technology brands dominate this year’s report. Retail is the Top Growing Sector, increasing 19 per cent, followed by the sporting and luxury sectors – each experiencing a 10 per cent increase.
The Top 100 brands have a combined total value of USD $1,796,384 million, an increase of 4.8 per cent from 2015.
Interbrand’s 17th annual report shows brands help grow businesses – from delivering on customer expectations to driving economic value. This methodology was the first brand valuation method to become ISO certified.
The 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
- The strength the brand has to command a premium price or secure earnings for the company