Apple and Google hold the top two spots, while Ferrari, Netflix and Salesforce.com enter the list.
Interbrand has named Apple, Google, and Microsoft as the three most valuable brands in its 2017 Best Global Brands ranking, with technology as the dominant sector. Now in its 18th year, this report’s theme is Growth in a Changing World, and examines three key components: People, Technology and Brands.
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.
“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 Officer 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.”
For five consecutive years, Apple and Google hold the top positions. Apple’s brand value grew by 3 percent to USD $184,154m, as Google’s brand value by 6 percent to USD $141,703m. Microsoft jumps into #3, as one of sixteen brands with double-digit percent growth. Following Coca-Cola at #4, sits Amazon,Samsung, Toyota, and Facebook, which breaks into the Top 10 for the first-time at #8.Mercedes-Benz, and IBM round out the Top 10.
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, democratization 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.”
The five Top Growing Brands include Facebook (48 percent growth) who leads for the second year running, Amazon (29 percent), Adobe (19 percent), Adidas (17 percent), and Starbucks (16 percent).
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%).
