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Apple, Google, Microsoft three most valuable brands of 2017: Interbrand

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

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

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

“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.” 

For five consecutive years, Apple and Google have held the top positions. Apple’s brand value grew by 3 per cent to $184,154 million, as Google’s brand value by 6 per cent to $141,703 million. Microsoft jumps into #3, as one of 16 brands with double-digit per cent growth. Following Coca-Cola at #4, sits Amazon, Samsung, Toyota, and Facebook, which breaks into the Top 10 for the first-time at #8. Mercedes-Benz, and IBM round out the Top 10. 

Commenting on the theme of the Best Global Brands 2017, Ashish Mishra, Managing Director, Interbrand India, said, “‘Growth in a changing world’ is best exemplified by the Indian market. We are one of the fastest growth markets as well as the one that is undergoing maximum change. The upward mobility, democratisation and technology are the forces that will drive change which in turn will drive growth, which will further drive change thus, creating a virtuous upward spiral. Within this future, brands will have to make that “meaningful demand driving connection” between people and technology. Forging stronger connections in the world’s most populous nation will also be a happy fillip to its celebrated heterogeneity and drive the evolution of society at large.” 

The five Top Growing Brands include:

  • Facebook (48 per cent growth), who leads for the second year running
  • Amazon (29 per cent)
  • Adobe (19 per cent)
  • Adidas (17 per cent)
  • Starbucks (16 per cent)

More than half of the Best Global Brands came from four sectors:

  • Automotive (16)
  • Technology (15)
  • Financial Services (12)
  • 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%). 

Methodology 

Interbrand’s 18th annual report analyzes how brands grow in a changing world, showing that using technology at scale to deliver intimate human experiences, will help drive economic growth 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
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