Apple, Google, Amazon top 2018 Best Global Brands: Interbrand Report

Facebook ratings decline; New Entrants include Spotify and Subaru; re-entrants are Chanel, Hennessy, Nintendo

Interbrand has announced Apple, Google, and Amazon as the three most valuable brands in its 2018 Best Global Brands report, with luxury and retail as the two dominant sectors.

For six consecutive years, Apple and Google hold the top positions. Apple’s brand value grew by 16 percent to USD $214,480m, and Google’s brand value by 10 percent to USD $155,506m. Amazon achieved 56% growth and is the third brand to achieve a 100 billion dollar brand valuation (USD $100,764m), as well as the top performer among 28 brands with double-digit percent growth. Following Microsoft at #4 (USD $92,715m), are Coca-Cola (USD $66,341m), Samsung (USD $59,890m), Toyota (USD $53,404m), Mercedes-Benz (USD $48,601m), Facebook (USD $45,168m) with McDonald’s (USD $43,417m) at #10.

The five Top Growing Brands include Amazon (56 percent growth) 2017 new entrant Netflix (45 percent), Gucci (30 percent), 2017 new entrant Salesforce.com (23 percent), and Louis Vuitton (23 percent). After five years as the Top Growing Brand, Facebook declines six percent.

This year, the list features two new entrants and three re-entrants. Spotify joins at #92 (USD $5,176m), and Subaru at #100 (USD $4,214m) for the first time. Chanel re-enters at #23 (USD $20,005m). Hennessy also returns at #98 (USD $4,722), and Nintendo at #99 (USD $4,696m).

“A decade after the global financial crisis, the brands that are growing fastest are those that intuitively understand their customers and make brave iconic moves that delight and deliver in new ways,” said Charles Trevail, Global Chief Executive Officer of Interbrand.

“The days of talking about why transformation is a business imperative are over. It’s now time to mobilize. How? By cutting through complexity and unlocking the inner strength of your brand to channel the confidence to make change happen. After all, being brave in the face of turbulence today is no longer optional; it’s the price of entry to even be in the game,” said Ashish Mishra, Managing Director, Interbrand India.

More than half of the Best Global Brands came from five sectors: Automotive (16), Technology (13), Financial Services (12), Luxury (9), and Fast-Moving Consumer Goods (9). Luxury is the new Top Growing Sector in percentage terms (42%), replacing Retail, which continues impressive growth at second (36%). Electronics is third (20%), Sporting Goods is fourth (13%), followed by Financial Services (10%).

The combined total value of the Top 100 crosses the two trillion dollar threshold with USD $2,015,312m, an increase of 7.7% from 2017.

Now in its 19th year, the report’s 2018 theme is Activating Brave, and examines the role that brand strength plays in the bold transformation of the world’s leading businesses.

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