One of the leading brand consultancy firms, Interbrand named Apple, Google and Coca-Cola as the three most valuable brands in its 2016 Best Global Brands report. Automotive and technology brands dominated the ranking and Tesla and Dior entered the Top 100 brands for the first time. Now in its 17th year, the report features an insider’s view of how great brands grow great businesses.
“It’s clear the best global brands are not just weathering change, but driving it,” says Jez Frampton, Interbrand’s Global Chief Executive Officer. “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,” he adds.
For the fourth year in a row, Apple and Google claimed the top positions. Apple’s brand value grew by 5 per cent to USD178,119m, while Google’s brand value rose 11 per cent to USD133,252m. Coca-Cola, Microsoft, Toyota, IBM, Samsung, Amazon, Mercedes-Benz and GE too featured in the Top 10 list. Dior and Tesla entered the Best Global Brands report for the first time, at #89 and #100 respectively.
The world’s five Top Growing Brands include Facebook (48 per cent growth), Amazon (33 per cent), LEGO (25 per cent), Nissan (22 per cent) and Adobe (21 per cent).
“There is an increasing shift from businesses leading brands to brands leading businesses. That opens clear avenues of growth. Brands grow businesses by building a strong culture, optimising structures and governance inside the organisation, while anchoring differentiated experiences on the outside,” said Ashish Mishra, Managing Director, Interbrand India.
With a combined 29 positions, automotive and technology brands dominate this year’s report. Retail is the Top Growing Sector, increasing 19 per cent, followed by the sporting and luxury sectors each experiencing a 10 per cent increase.
The Top 100 brands have a combined total value of USD1,796,384m, an increase of 4.8 per cent from 2015.