Home Strategy Apple climbs to US$184b to remain as world’s most valuable brand
Apple climbs to US$184b to remain as world’s most valuable brand Featured

Apple and Google have topped the list as the world’s most valuable brands for the fifth consecutive year as the technology sector continues to dominate global brand rankings.

Apple’s brand value grew by 3% to US$184.2 billion, as Google’s brand value grew by 6% to US$141.7 billion in the latest best brands report from Interband.

Microsoft climbed to third position as one of 16 brands with double-digit percent growth.

Following Coca-Cola at #4 are Amazon, Samsung, Toyota, and Facebook, which breaks into the top 10 for the first-time at number 8 – with Mercedes-Benz and IBM rounding out the top 10.

The five top growing brands include Facebook (48% growth), leading for the second year running, Amazon (29%), Adobe (19%), Adidas (17%), and Starbucks (16%).

Ferrari at 88, and Netflix and Salesforce.com at 78 and 84 respectively made the list for the first time.

“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 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) – and retail is the top growing sector in percentage terms (19%), followed by sporting goods (10%), technology (8%), logistics (7%), and financial services (6%).

Interbrand reports that the top 100 brands have a combined total value of US $1.88 trillion, an increase of 4.2% from 2016.


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Peter Dinham

Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).


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