Interbrand has published its new 2018 Best Global Brands report and declares Apple, Google, and Amazon as the three most valuable brands of the year. Now in its 19th year, the report’s 2018 theme is “Activating Brave;” it examines the role that brand strength plays in the transformation of leading businesses. Charles Trevail, Global Chief Executive Officer of Interbrand, posits that a decade after the global financial crisis, the fastest growing brands are those that “intuitively understand their customers and make brave iconic moves that delight and deliver in new ways.”
This is the sixth consecutive year that Apple and Google hold the top positions; Apple’s brand value grew by 16%, and Google’s brand value by 10%. Amazon achieved 56% growth and is the third brand to achieve a 100 billion dollar brand valuation. The list also features two new entrants, Spotify joining at #92 and Subaru at #100. More than half of the Best Global Brands came from five sectors: Automotive, Technology, Financial Services, Luxury, and Fast-Moving Consumer Goods. Luxury is the new Top Growing Sector in percentage terms, pushing Retail to second place.