Apple, Google and Microsoft top list of the 100 most valuable brands
Apple and Google have once again take the two top spots in a list of the world’s 100 most valuable brands, according to rankings by consultancy group Interbrand.
Five UK firms made into into the 2017 best global brands list. These were Burberry, HSBC, Land Rover, Smirnoff and Johnnie Walker.
This is the fifth consecutive year with Apple and Google at the top of the list. Interbrand assembles the list based on a brand’s financial performance, how it influences consumer choice and it’s ability to command a premium price.
Interbrand values Apple’s brand as worth $184bn (£136bn) and Google’s at $142bn. The most valuable UK brand, HSBC, is valued at $10.5bn and ranked at 47th.
Read more: Meet Albert, the AI that’s better at your marketing job than you
Technology is one of the most dominant sectors on the list, with 15 tech firms making it into the rankings. The automotive sector contributed the most with 16 brands, compared to 12 from the financial services sector and nine from fast-moving consumer goods.
“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.”
There are three new entrants to this year’s list: Italian sports car brand Ferrari is ranked in 88th place, while US tech firms Netflix and Salesforce.com are ranked at 78th and 84th place. Meanwhile, Facebook is the fastest growing brand: its brand value rose 48 percent to $48bn.
Read more: Build a brand for millennials
The top 50 global brands
Rank
Brand
Sector
Brand Value (USD)
Percentage Change
1
Apple
Tech
$184bn
3%
2
Tech
$142bn
6%
3
Microsoft
Tech
$80bn
10%
4
Coca-Cola
Beverages
$70bn
-5%
5
Amazon
Retail
$65bn
29%
6
Samsung
Tech
$56bn
9%
7
Toyota
Automotive
$48bn
-6%
8
Tech
$48bn
48%
9
Mercedes-Benz
Automotive
$48bn
10%
10
IBM
Business services
$47bn
-11%
11
GE
Diversified
$44bn
3%
12
McDonald’s
Restaurants
$42bn
5%
13
BMW
Automotive
$42bn
0%
14
Disney
Media
$41bn
5%
15
Intel
Tech
$39bn
7%
16
Cisco
Tech
$31bn
7%
17
Oracle
Tech
$27bn
3%
18
Nike
Sporting goods
$27bn
8%
19
Louis Vuitton
Luxury
$23bn
-4%
20
Honda
Automotive
$23bn
3%
21
SAP
Tech
$23bn
6%
22
Pepsi
Beverages
$20bn
1%
23
H&M
Apparel
$20bn
-10%
24
Zara
Apparel
$19bn
11%
25
IKEA
Retail
$18bn
4%
26
Gillette
FMCG
$18bn
-9%
27
American Express
Financial Services
$17bn
-3%
28
Pampers
FMCG
$16bn
2%
29
UPS
Logistics
$16bn
7%
30
JP Morgan
Financial Services
$16bn
11%
31
Budweiser
Alcohol
$15bn
2%
32
Hermès
Luxury
$14bn
11%
33
Ford
Automotive
$14bn
5%
34
eBay
Retail
$13bn
1%
35
Hyundai
Automotive
$13bn
5%
36
Nescafe
Beverages
$13bn
1%
37
Accenture
Business Services
$12bn
4%
38
Audi
Automotive
$12bn
2%
39
Nissan
Automotive
$12bn
4%
40
Volkswagen
Automotive
$12bn
1%
41
Philips
Electronics
$12bn
2%
42
AXA
Financial Services
$11bn
5%
43
Kellogg’s
FMCG
$11bn
-6%
44
Goldman Sachs
Financial Services
$11bn
16%
45
L’Oréal
FMCG
$11bn
-2%
46
Citi
Financial Services
$11bn
3%
47
HSBC
Financial Services
$11bn
1%
48
Porsche
Automotive
$10bn
6%
49
Allianz
Financial Services
$10bn
6%
50
Siemens
Diversified
$10bn
6%