Apple and Google top most valuable brands ranking for fourth consecutive year
Apple and Google have been named as the most valuable brands for a fourth consecutive year in Interbrand’s annual list which is now dominated by technology and automotive brands.
Apple
The brand consultancy’s 2016 Best Global Brands report placed Apple atop the list followed by Google and Coca-Cola. Apple’s brand value grew by five per cent to $178m in a year where it released the iPhone 7 and Apple Watch 2, both of which contributed to it securing the status as the ‘coolest’ brand for a fifth year running.
Google’s brand value increased 11 per cent to $133m, while Coca-Cola’s value fell seven per cent to $73m. The soft drinks company, like many within its industry, suffered a tremulous year with numerous high profile health campaigns targeting sugary drinks brands and the UK government announcing a sugar tax. On top of this the company has failed to hit its own three to four per cent annual volume growth target since 2013.
Microsoft, Toyota, IBM, Samsung, Amazon, Mercedes-Benz and GE rounded off the top 10 with Amazon generating the biggest growth of 33 per cent thanks to successes including its Echo smart speaker and more appealing Prime service.
Each brand’s ranking within the report 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.
Overall the majority of the 2016 top 100 brands were in the technology and automotive industry which together took up 29 positions.
This finding was somewhat mirrored within the list’s top five growing brands which saw Facebook take top spot with a 48 per cent growth thanks to the surging popularity of Facebook Live and its advertising platform. Amazon was second with 33 per cent, Lego with 25 per cent, Nissan grew by 22 per cent and Adobe experienced a 21 per cent increase in brand value.