Interbrand, a brand consultancy firm,has named Apple, Google, and Microsoft as the three most valuable brands in its 2017 Best Global Brands ranking, with technology as the dominant sector.
Now in its 18th year, this report’s theme is Growth in a Changing World, and examines three key components: People, Technology and Brands.
For five consecutive years, Apple and Google hold the top positions of the ranking.
Apple’s brand value grew by three percent to $184.1 million, as Google’s brand value grew by six percent to $141.7 million.
Meanwhile, Microsoft jumps into the number three spot, as one of sixteen brands with double-digit percent growth. Following is Coca-Cola at number 4. Amazon moved up three places to number 5, Samsung moved up to number 6, and Facebook broke into the Top 10 at number 8 – up from number 15 last year. Mercedes-Benz, and IBM round out the Top 10.
The five Top Growing Brands include Facebook (48 percent growth) who leads for the second year running, Amazon (29 percent), Adobe (19 percent), Adidas (17 percent), and Starbucks (16 percent).
“We are living in one of the most exciting periods of change—societal, technological, industrial—that impacts every aspect of commerce and life,” said Jez Frampton, Global Chief Executive Officer of Interbrand. “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.”
More than half of the Best Global Brands came from four sectors: Automotive (16), Technology (15), Financial Services (12), and Fast-Moving Consumer Goods (9).
The Top 100 brands have a combined total value of USD $1,871,730m, an increase of 4.2% from 2016.