For the third year in a row, Apple and Google, respectively, claim the top positions in Interbrand’s 16th annual Best Global Brands report. The report seeks to identify the 100 most valuable global brands. Valued at $170.276 billion, Apple increased its brand value by 43 percent while Google, valued at $120.314 billion, rose by 12 percent. Microsoft, IBM and Amazon also appear in the top ten.
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%) of the total value of all 100 brands. All ten global leaders are also U.S. brands; all told 64 of the top 100 brands are based in the U.S. including household names like Disney, Gillette, HP, Citi, 3M, Ford, MTV, and FedEx.
Hermes (#43), Nissan (#49), and Facebook (#54), were among the fastest risers in the list. And 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; Huawei (#88), which first appear on the roster in 2014.
The Top 10 brands, order, according to the study are:
Comments Jez Frampton, Global CEO at Interbrand: “The Best Global Brands report examines what it takes for brands to succeed in today’s hyper-fragmented world. As people demand immediate, personalized 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.”