More than half of the top ten brands in Interbrand’s annual index are technology companies, while Amazon and Adobe were also among the fastest growing brands as the total value of the top 100 brands increased nearly five per cent to $1.8 trillion.
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The technology and automotive sectors make up a third of the top 100 combined, while Tesla, part of both entered the list for the first time, coming in at number 100.
“It’s clear the best global brands are not just weathering change, but driving it,” said Jez Frampton, Interbrand’s global chief executive.
Meanwhile, McDonald’s slipped out of the top 10 this year, replaced instead by Mercedes, based on analysis of financial performance, customer influence and the strength of the brand to command a premium price or secure earnings for the firm.
In the UK, it was HSBC which came top (at number 47 overall), while just five other home grown brands made the top 100; Land Rover, Burberry, Mini, Johnnie Walker and Smirnoff.