- Category: October 2015 - Mobile Marketing
Interbrand’s 16th annual Best Global Brands report has just been released this week, identifying as usual the 100 most valuable global brands. The leading brand consultancy and publisher of the report is part of the Omnicom Group Inc. network of agencies, delivering fresh ideas and insights to its clients by combining strategy, creativity and technology.
Interbrand’s ranking is based on a combination of attributes that contribute to a brand’s cumulative value such as 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, besides an analysis of the many ways a brand benefits an organization—from delivering on customer expectations to driving economic value.
“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 Global Chief Executive Officer. “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.”
Hence, for the third year in a row, Apple (#1) and Google (#2) claim the top positions. Valued at USD $170.276 billion, Apple increases its brand value by 43%. Google, valued at $120.314 billion, increases its brand value by 12%. Coca-Cola (#3) fell and Microsoft (#4) edges ahead of IBM (#5), followed by Toyota (#6), Samsung (#7), GE (#8) and McDonald’s (#9). Amazon (#10) enters the Top 10 for the first time with a brand value of USD $37.948 billion. Other top risers, besides Amazon and Apple, have been Facebook (#23), Hermès (#41) and Nissan (#49).
Five new brands entered this year’s ranking: Lego (#82), PayPal (#97), MINI (#98), Moët & Chandon (#99), and Lenovo at #100, making it the second Chinese brand to appear on the Best Global Brands ranking. The first was Huawei (#88), which entered the ranking in 2014.
“The unstoppable rise of Asian brands is captured in the Best Global Brands report,” says Stuart Green, Interbrand’s Asia-Pacific Chief Executive Officer. “The total value of brands from Asia in the Top 100 has grown 69% over the past 5 years. Consistently strong Asian brands in the Top 100 such as Toyota, Nissan and Samsung, amongst others, have been joined in recent years by Kia, Huawei and now, Lenovo. This reflects not only the growing value of Asian brands, but also their growing influence on the lives of many people around the world.”
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.
Read the full report and articles authored by the thought leaders on Interbrand’s website.