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Apple remains world’s most valuable brand as value hits US$178 billion

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Apple remains world’s most valuable brand as value hits US$178 billion

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Apple and Google are the world’s most valuable brands for the fourth year running.

Interbrand’s 2016 ‘Best Global Brands’ report reveals that Apple, Google and Coca-Cola took home top placements.

Apple’s value grew by 5% since 2015, to US$178 billion, while Google’s grew 11% to US$133 billion. Though Coca-Cola’s value had dropped by 7%, it’s value remains at the US$73 billion mark.

It’s the fourth year in a row Apple and Google have claimed the top positions.

Tesla and Dior were new appearances in the top 100, with Dior ranked 89th at US$4.9 billion and Tesla at 100th, with a brand value of US$4 billion.

Facebook experienced a 48% increase in value, the largest growth in the list, to $US32.6 billion.

Other growing brands are Amazon (33%), Lego (25%), Nissan (22%) and Adobe (21%).

“It’s clear the best global brands are not just weathering change, but driving it,” says Jez Frampton, Interbrand’s global CEO.

“They understand their anatomy of growth is complex, unique and personal; they look inward and outward, expand into new markets, and create better experiences to grow their brands and businesses.”

Ranking for the report – now in its 17th year – is based on three key components that contribute to a brand’s cumulative value: the financial performance of branded product and service, the role the brand plays in influencing consumer choice, and the strength a brand has to command a premium price or secure earnings for the company.

 

Here’s the top 20 (all values in USD)

  1. Apple, +5%, $178 billion,
  2. Google, +11%, $133 billion,
  3. Coca-Cola, -7%, $73 billion,
  4. Microsoft, +8%, $72.8 billion,
  5. Toyota, +9%, $53.6 billion,
  6. IBM, -19%, $52.5 billion,
  7. Samsung, +14%, $51.8 billion,
  8. Amazon, +33%, $50.3 billion,
  9. Mercedez-Benz, +18%, $43.5 billion,
  10. GE, +2%, $43 billion,
  11. BMW, +12%, $41.5 billion,
  12. McDonalds, -1%, $39 billion,
  13. Disney, +6%, $38.8 billion,
  14. Intel, +4%, $36.9 billion,
  15. Facebook, +48%, $32.6 billion,
  16. Cisco, +4%, $31 billion,
  17. Oracle, -3%, $26.5 billion,
  18. Nike, +9%, $25 billion.
  19. Louis Vuitton, +8%, $24 billion,
  20. H&M, +2%, $22.7 billion,
  21. Honda, -4%, $22 billion,
  22. SAP, +13%, $21.3 billion,
  23. Pepsi, +3%, $20.3 billion,
  24. Gillette, -10%, 20 billion, and
  25. American Express, -3%, $18.4 billion.

Fast-moving brands

These brands recorded the largest increase in value since 2015:

  1. Facebook, +48%, $32.6 billion,
  2. Amazon, +33%, $50.3 billion,
  3. Lego, +25%, $6.6 billion,
  4. Nissan, +22%, $11 billion, and
  5. Adobe, +21%, $7.6 billion.

Fast fallers

The 5 brands that decliend most in value since 2015 (while still remaining in the top 100), in order of the highest percentage drop, were:

  1. IBM, -19%, $52.5 billion,
  2. Shell, -17%, $4.6 billion,
  3. Xerox, 12%, $5.3 billion,
  4. Prada, -12%, $5.5 billion, and
  5. Ralph Lauren, 12%, $4.1 billion.

 

Related: Check out 2015’s winners here »

 

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Ben Ice

Ben Ice was MarketingMag editor from August 2017 - February 2020

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