Omnicom Group’s Interbrand has named Apple, Google and Coca-Cola the three most valuable brands in its 2016 Best Global Brands report. It is the fourth year in a row at the top for Apple and Google.
Automotive and technology brands dominated the rankings, and Tesla and Dior entered the Top 100 brands at #100 and #89, respectively.
Coca-Cola, Microsoft, Toyota, IBM, Samsung, Amazon, Mercedes-Benz and GE round out the Top 10. The world’s five Top Growing Brands include Facebook (48% growth), 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 chief executive officer, in a release. “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.”
Interbrand’s 17th annual report analyzes how brands help grow businesses — from delivering on customer expectations to driving economic value. This methodology was the first brand valuation method to become ISO certified. The ranking is based on 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.
With a combined 29 positions, automotive and technology brands dominate this year’s report. Retail is the Top Growing Sector, increasing 19%, followed by the sporting and luxury sectors — each experiencing a 10% increase.
The Top 100 brands have a combined total value of USD $1,796,384m, an increase of 4.8% from 2015. For the complete Top 100 ranking and the report with comprehensive analysis of growth, sector and industry trends, visit www.bestglobalbrands.com.