The top 100 brands of the world have a combined total value of 1,871,730m, an increase of 4.2 per cent from 2016, says the Interbrand Best Global Brands Ranking for 2017.
For the fifth consecutive year, Apple and Google hold the top two positions in the Interbrand Best Global Brands ranking, with technology as the dominant sector. Interbrand has named Microsoft as the third most valuable brands in its 18th year and the report’s theme is ‘Growth in a Changing World,’ examining three key components – people, technology and brands. The report lists top 100 brands in the world. This year, the list features three new entrants – Ferrari at No. 88, and Netflix and Salesforce.com, who make their first appearance on the list, at No. 78 and No. 84.
Apple’s brand value grew by three per cent to $184,154 million and Google’s brand value by six per cent to $141,703 million. Microsoft at No. 3 was one of 16 brands with double-digit growth. Following Coca-Cola at No. 4 are Amazon, Samsung, Toyota and Facebook, which breaks into the top 10 for the first time at No. 8. Mercedes-Benz and IBM round out the top 10. The top 10 brands hold 42 per cent of the Best Global Brands’ total value.
“We are living in one of the most exciting periods of change – societal, technological, industrial, which impacts every aspect of commerce and life,” said Jez Frampton, Global Chief Executive Officer, 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,” Frampton added.
A total of 16 brands have shown double-digit growth. The five top growing brands include Facebook (48 per cent growth) which leads for the two Best Global Brands 2016 the second year running, Amazon (29 per cent), Adobe (19 per cent), Adidas (17 per cent) and Starbucks (16 per cent).
More than half of the Best Global Brands came from four sectors – automotive (16), technology (15), financial services (12), and fast-moving consumer goods (nine). Retail is the top growing sector in percentage terms (19 per cent), followed by sporting goods (10 per cent), technology (eight per cent), logistics (seven per cent) and financial services (six per cent).
Commenting on the theme of the Best Global Brands 2017, Ashish Mishra, Managing Director, Interbrand India, said, “Growth in a changing world is best exemplified by the Indian market. We are one of the fastest growth markets as well as the one that is undergoing maximum change. The upward mobility, democratisation and technology are the forces that will drive change, which in turn will drive growth, which will further drive change thus creating a virtuous upward spiral. Within this future, brands will have to make that ‘meaningful demand driving connection’ between people and technology. Forging stronger connections in the world’s most populous nation will also be a happy fillip to its celebrated heterogeneity and drive the evolution of society at large.”