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, the report’s theme is Growth in a Changing World, and examines three key components: People, Technology and Brands. For five consecutive years, Apple and Google have held the top positions. Apple’s brand value grew by 3 percent, as Google’s brand value grew by 6 percent. Microsoft jumps into #3, as one of sixteen brands with double digit percent growth.
Following Coca-Cola at #4, sits Amazon, Samsung, Toyota and Facebook, which breaks into the Top 10 for the first time at #8. The ranking is based on three key components that contribute to a brand’s cumulative value: the financial performance of the brand’s 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.