For the third consecutive year, Apple and Google have topped the annual Interbrand Best Global Brands report.
Technology brands dominated the Interbrand report this year, representing more than one-third of the report’s overall value. Including number one brand Apple and number two Google, technology brands filled four of the report’s top 10 spots. Microsoft climbed up to number four and Samsung remained steady at number seven.
The Interbrand report estimates the value of the Apple brand at $US170.3 billion, up 43 per cent from 2014, Google is estimated at $US120.3 billion, increased in value by 12 per cent.
Interbrand’s 16th annual ranking identifies the 100 most valuable global brands by analysing the many ways a brand benefits an organization—from delivering on customer expectations to driving economic value
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
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.