Interbrand’s latest 2016 Best Global Brands report is out and in that the company has announced Apple Inc, Alphabet Inc’s Google and Coca-Cola Co as the three most valuable brands of the world’s 100 most valuable brands for the year.
This year’s top 100 tally is being dominated by technology and automotive brands with Microsoft, Toyota, IBM, Samsung, Amazon, Mercedes-Benz, General Electric finding place in the Top 10 and Tesla and Dior making it to the top 100 list. According to the brand consultancy Facebook, Amazon and Lego were to the top growing brands for the year. This year, technology and automotive took 29 of 100 rankings on the annual list.
“It’s clear the best global brands are not just weathering change, but driving it,” says Jez Frampton, Interbrand’s Global Chief Executive Officer. “They understand their Anatomy of Growth is complex, unique and personal; they look inward and outward, expand into new markets, and create better experiences to grow their brands and businesses.”
The report ranks brands based on financial performance, its influence on customers and its power to command a premium price or drive company sales.
Apple’s brand value rose 5 percent from a year ago to $178 billion and Google’s brand value was up 11 per cent from a year ago to $133 billion according to the report by Interbrand.
The ranking is based on three key components that contribute to a brand’s cumulative value including financial performance of the branded products and services; role the brand plays in influencing customer choice; and strength the brand has to command a premium price or secure earnings for the company.