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Facebook exits from world’s top 10 most valuable brands

At its peak in 2017, Facebook was ranked at #8 with a Brand Value of USD $48,188m

According to the 2019 Interbrand Best Global Brands Report, Facebook dropped five places from #9 in 2018 to #14 this year. Facebook first entered the Best Global Brands report in 2012 at #69, seeing a steady stream of growth in the following five years. At its peak in 2017, Facebook was ranked at #8 with a Brand Value of USD $48,188m. 2018 saw the brand’s place slip to #9, and after falling an additional 11.8% in 2019, now sits at #14.

Uber and LinkedIn have joined the ranks of the world’s most valuable brands as they made their debut this year. Uber joins the Best Global Brands rankings this year at #87 (USD $5,714m) and LinkedIn at #98 (USD $4,836m).

Apple, Google and Amazon retained their hold on the top three rankings.

This year’s report positions Apple (USD $234,241m), Google (USD $167,713m), and Amazon (USD $125,263m) as the three most valuable global brands respectively.

Apple and Google retained their top positions for the seventh consecutive year. Apple’s brand value grew by 9% to USD $234,241, while Google’s grew by 8% to USD $167,713m.

The remainder of the Top 10 comprises: Microsoft at #4 (USD $108,847m), Coca-Cola #5 (USD $63,365m), Samsung #6 (USD $61,098m), Toyota #7 (USD $56,246m), Mercedes-Benz #8 (USD $50,832m), and McDonald’s #9 (USD $45,362m) and Disney #10 (USD $44,352). – returning to the top 10.

The 20th edition of Interbrand’s annual brand valuation report features a series of individual sector reports which delve deeper into the travel, retail & luxury, technology, media, automotive, and financial services industries. The top growing sector for 2019 was Luxury. This sector has the highest average brand value change against last year’s figures, rising from USD $105,783 to USD $117,785, an 11% growth rate.

Mastercard was the leading growth brand, shifting 8 places to #62 as a result of a 25% increase in Brand Value (USD $9,430m). Other top performers include Gucci, which ranked #33, increased by 23%, with a valuation of USD $15,949m and Adobe ranked #39, which increased by 20% to USD $12,937m. Dell returns at #63, after a six -year absence, after re-listing on the stock market, (USD $9,086m).

Of the 100 brands featured, 26 saw double digit percentage growth.

The combined total value of the Top 100 is $2,130,929m, an increase of 5.7% from 2018. The value of the table in 2018: $2,015,312m

“What’s remarkable about our IP’s history of two decades is that today customer expectations lead businesses and brands. The speed of change in expectations is driven by the now possible immediacy, abundance and intimacy. This means the age of static brand positioning is over.”

“This is a tectonic shift we are heralding for the world of businesses and brands. For decades, the entire discipline of brand-building was based on the concept of brand positioning, but in today’s accelerating markets, customer expectations outstrip static brand positions.”

Ashish Mishra

“What is needed now is a move beyond relevance to uncover and unlock people’s real expectations –finding new opportunities to create utility and desire, and capture imaginations. Align stakeholders and the organization to build investment in the most impactful opportunities. Alter the competitive landscape – build interactions with the greatest utility and desire to move beyond expectations and increase engagement.” Ashish Mishra, Managing Director, Interbrand India.

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