The world's leading tech companies have unsurpisingly been found to be the top valued brands, according to research shared by Interbrand. However, there have been some interesting movers in the top 100 list.
The report collates financial performance, customer influence and the strength of brands when calculating its scores. The top ten was largely dominated by tech companies, it reads in the following order; Apple, Google, Microsoft, Coca-Cola, Amazon, Samsung, Toyota, Facebook, Mercedez Benz and IBM.
In the last 12 months, Amazon's attributed worth has rised 29%, taking it to fifth. This was the second largest increase behind Facebook's whopping 48% which put it at 8th. Following on the growth front is Adobe (19%), Adidas (17%), and Starbucks (16%).
McDonald's recent global turnaround, a drive for relevancy and more digital implementation, saw it add an additional 5% onto its valuation, taking it to 12th. Volkswagen doesn't make the top 100, this can be linked to its damaging emissions scandal although it is worth noting that its revenues have steadied since as it looks to rebuild trust in its brand.
The list has three new entrants, Netflix at 78th, Salesforce at 84th and Ferrari at 88th.
Jez Frampton, global chief executive officer of Interbrand, said: “We are living in one of the most exciting periods of change—societal, technological, industrial—that impacts every aspect of commerce and life.
“In this ever-shifting context, growth becomes more challenging, which is why businesses need brands more than ever. The Best Global Brands understand that brands are the platform for growth.”
Four sectors comprised the vast majority of the list, automotive (16), technology (15), financial services (12), and FMCG (9).