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Interbrand Sees Coca-Cola, IBM, GE Losing Ground

In Interbrand’s new ranking of the world’s most valuable brands, it’s not much of a surprise that Apple and Google held onto the No. 1 and No. 2 spot for the third year running.

More intriguing, however, is the number of once-mighty brands that are losing their footing: Coca-Cola hangs onto its third-place rank, but saw its brand value fall 4%. No. 5 IBM also took a hit, giving up 10% of its value. No. 8 GE saw its value slide 7%, and No. 9 McDonald’s took a 6% hit.

Also notable is the pure power of tech, and Interbrand says that technology brands “collectively make up more than a third (33.6%) of the total value of all 100 brands.”

Apple’s value rises a dizzying 43% to $170.28 billion, while Google’s climbs 12% to $120.31 billion, far eclipsing Coca-Cola’s $78.42 billion. Other tech brands in the Top 10 include Microsoft, No. 4, and Samsung, No. 7, with No. 10 Amazon busting in for the first time with a 29% surge. And No. 23 Facebook, with a jump of 54%, was the year’s biggest gainer, reaching $22.03 billion. 

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Other brands that saw their standing improve 15% or more include Toyota (No. 6); Nike (No. 17); Zara (No. 30); Hermes (No. 41); Nissan (No. 49); 3M (No. 59); Visa (No. 61); Starbucks (No. 67); Adobe (No. 68); MasterCard (No. 76); FedEx (No. 86) and Chinese phone-maker Huawei (No. 88.)

Other brands losing 10% or more include HSBC (No. 37); Gucci (No. 50); Thomson Reuters (No. 63); Caterpillar (No. 72); and Shell (No. 78).

New to the list this year are Lego (No. 82), PayPal (No. 97); Mini (No. 98); Moët & Chandon (No. 99) and Lenovo (No. 100.)

This is the 16th time Interbrand has ranked top brands. Its methodology is based on a combination of attributes that add to the brand’s cumulative value, including the financial performance of the branded services and products, how much brand influences customer choice, and the ability of the brand to command a premium price or secure earnings for the company.

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