Apple, Google, and Microsoft are the three most valuable brands in the 2017 -- with technology as the dominant sector, global consultancy firm Interbrands has said.
According to Interbrands ‘2017 Best Global Brands Ranking Report,’ this year, the list features three new entrants -- Ferrari at #88, and Netflix and Salesforce.com, who make their first appearance on the list, at #78 and #84.
For five consecutive years, Apple and Google hold the top positions. Apple’s brand value grew by three per cent to $184,154 million, as Google’s brand value grew by six per cent to total $141,703 million. Microsoft has jumped to third spot as one of sixteen brands with double-digit per cent growth. Following Coca-Cola at fourth spot, sits Amazon, Samsung, Toyota, and Facebook, which breaks into the Top 10 for the first-time holding the eight spot. Mercedes-Benz, and IBM round out the Top 10.
With a brand value of $56.2 billion, Samsung has risen one position up and a nine percent increase from last year. According to Interbrands, this year’s achievement is particularly meaningful given some of the challenges that Samsung has faced, and overcome, in the past year. For example, Interbrand, in its evaluation, cited among various factors, Samsung’s exemplary, fast recovery from last year’s Galaxy Note 7 crisis, the company’s successful launches of flagship products, and its continued stellar financial performance.
The five top growing brands include Facebook (48 per cent growth) who leads for 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 (9). Retail is the top growing sector in percentage terms (19%), followed by Sporting Goods (10%), Technology (8%), Logistics (7%), and Financial Services (6%).
The Top 100 brands have a combined total value of $1,871,730 million, an increase of 4.2 per cent from 2016.
Interbrand’s 18th annual report analyses how brands grow in a changing world, showing that using technology at scale to deliver intimate human experiences, will help drive economic growth value. The ranking is based on three key components that contribute to a brand’s cumulative value:
• The financial performance of the branded products and services
• The role the brand plays in influencing customer choice
• The strength the brand has to command a premium price or secure earnings for the company