Global 100 Brands: Tech Dominates Traditional Retail, Consumer Brands

In What's New, Industry News by Accessories Staff

Interbrand-1024x508New York—In its 16th annual Best Global Brands report, released Tuesday, Interbrand points out the 100 most valuable global brands. 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. While some fashion brands showed growth, they continue to be overshadowed by the rising tide in tech.

Amazon Rises (Again)

For the third year in a row, Apple (#1) and Google (#2) claim the top positions. Valued at $170.276 billion, Apple increases its brand value by 43%. Google, valued at $120.314 billion, increases its brand value by 12%. Microsoft (#4) edges ahead of IBM (#5), and Amazon (#10) enters the Top 10 for the first time with a brand value of $37.948 billion.

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. The first was Huawei (#88), which entered the ranking in 2014.

Top 10

  • Apple (#1, +43%)
  • Google (#2, +12%)
  • Coca-Cola (#3, -4%)
  • Microsoft (#4, +11%)
  • IBM (#5, -10%)
  • Toyota (#6, +16%)
  • Samsung (#7, 0%)
  • GE (#8, -7%)
  • McDonald’s (#9, -6%)
  • Amazon (#10, +29%)

Top Risers

  • Facebook (#23, +54%)
  • Apple (#1, +43%)
  • Amazon (#10, +29%)
  • Hermès (#41, +22%)
  • Nissan (#49, +19%)

New Entrants

  • Lego (#82)
  • PayPal (#97)
  • MINI (#98)
  • MoëtChandon (#99)
  • Lenovo (#100)

Fashion Brands

  • Nike (#17) up 16%
  • LVMH (#20) down 1%
  • H&M (#21) up 5%
  • Zara (#30) up 16%
  •  Hermès (#40) up 22%
  • Tiffany & Co. (#66) up 6%
  • Prada (#69) up 4%
  • Burberry (#73) up 5%
  • Ralph Lauren (#91) down 7%
  • Hugo Boss (#96) up 3%

“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,” says Jez Frampton, Interbrand’s ceo.“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.” bestglobalbrands.com

Methodology

Interbrand’s 16th annual ranking identifies the 100 most valuable global brands by analyzing the many ways a brand benefits an organization—from delivering on customer expectations to driving economic value. Interbrand’s Best Global Brands methodology was the first brand valuation method to become ISO certified.

The ranking is based on a combination of attributes 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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