Omnicom’s global brand consultancy, Interbrand, has released its annual list of the 100 most valuable brands in the world as part of its Best Global Brands report for 2016, with technology and automotive brands dominating this year’s rankings.
For the fourth year in a row, Apple and Google claimed the top two positions. Apple’s brand value grew by five per cent this year to USD $178.1 billion, and Google’s brand value rose 11 percent to USD $133.3 billion.
Coca-Cola, Microsoft, Toyota, IBM, Samsung, Amazon, Mercedes-Benz and GE rounded out the top 10, while Dior and Tesla made the list for the first time at 89th and 100th respectively.
According to the report, the top 100 brands have a combined total value of USD $1.8 trillion – up 4.8 per cent from 2015.
Meanwhile, the top five brands for growth in 2016 are Facebook (48 per cent), Amazon (33 per cent), LEGO (25 per cent), Nissan (22 per cent) and Adobe (21 per cent).
The report revealed that retail is the top-growing sector, increasing 19 per cent, followed by the sporting and luxury sectors – each experiencing a 10 per cent increase.
Interbrand’s global CEO, Jez Frampton, said it is clear the best global brands are not just weathering change, but driving it.
“They understand their anatomy of growth is complex, unique and personal,” he said.
“They look inward and outward, expand into new markets, and create better experiences to grow their brands and businesses.”