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Apple, Google and Amazon 'best global brands' - Facebook falls to 9th


By John McCarthy, Opinion editor

October 3, 2018 | 3 min read

Apple and Google have held firm at the top of Interbrand's 'best global brands' report for the sixth consecutive year.


The top 100 best brands

The report values brands based on multiple criteria such as the financial performance of the brands, their role in purchase decisions and their competitive strength, among other variables.

Apple retains the top spot and becomes the first brand to reach a valuation of $200bn. Google’s brand value increased by 10% to $155.5m, and Amazon, which announced it will increase wages for staff in the UK and the US, saw 56% growth to shoot it into third place, clocking in at $100.7m. Meanwhile, Facebook, which is dealing with a data leak, saw its value drop by 6% to #9. It is valued at $45m.

The five top growing brands were Amazon, Netflix (45%), Gucci (30%), (23%) and Louis Vuitton (23%).

Charles Trevail, global chief executive of Interbrand, said: "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."

Strictly looking at Britain, Jaguar Landrover (78th), Mini (90th) and Burberry (94th) all featured in the top 100. The sector that delivered the most growth was luxury goods (42%). Retail grew at 20%, sporting goods 13% and the financial services 10%.

However, more than half of the best global brands came from five sectors. They were distributed across them as follows: automotive (16), technology (13), financial services (12), luxury (9), and fast-moving consumer goods (9).

Cumulatively, the top 100 is valued at above the two trillion dollar threshold ($2,015,312m), an increase of 7.7% from 2017.

Read the report here.


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