Apple, Google and Microsoft crowned ‘best global brands’
dubai — Interbrand has named Apple, Google, and Microsoft as the three most valuable brands in its 2017 Best Global Brands ranking, with technology as the dominant sector.
Now in its 18th year, this report’s theme is ‘Growth in a Changing World’, and examines three key components: People, technology and brands.
This year, the list features three new entrants: Ferrari at No. 88, and Netflix and Salesforce.com, that make their first appearance on the list, at No. 78 and No. 84.
“We are living in one of the most exciting periods of change — societal, technological, industrial — that impacts every aspect of commerce and life,” said Jez Frampton, Global Chief Executive Officer of Interbrand.
“In this ever-shifting context, growth becomes more challenging, which is why businesses need brands more than ever. The Best Global Brands understand that brands are the platform for growth.”
For five consecutive years, Apple and Google hold the top positions.
Apple’s brand value grew by 3 per cent to $184.154 billion, as Google’s brand value grew by 6 per cent to $141.703 billion. Microsoft jumps into No. 3, as one of sixteen brands with double-digit per cent growth. Following Coca-Cola at No. 4, sits Amazon, Samsung, Toyota, and Facebook, which breaks into the top 10 for the firsttime at No. 8. Mercedes-Benz, and IBM round out the top 10.
The five Top Growing Brands include Facebook (48 per cent growth) who leads for the second year running, Amazon (29 per cent), Adobe (19 per cent), Adidas (17 per cent), and Starbucks (16 per cent).
More than half of the Best Global Brands came from four sectors: Automotive (16), technology (15), financial services (12), and fastmoving consumer goods (9). Retail is the top growing sector in percentage terms (19 per cent), followed by sporting goods (10 per cent), technology (8 per cent), logistics (7 per cent), and financial services (6 per cent).
The top 100 brands have a combined total value of $1.872 trillion, an increase of 4.2 per cent from 2016. The ranking is based on three key components 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; and the strength the brand has to command a premium price or secure earnings for the company.
— business@khaleejtimes.com