Apple, Google, and Microsoft have topped the list for the most valuable brands in Interbrand’s 2017 Best Global Brands ranking, with technology as the dominant sector.
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. 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,” said Jez Frampton, Global Chief Executive Officer of Interbrand.
For five consecutive years, Apple and Google hold the top positions. Apple’s brand value grew by three per cent to USD $184,154m, as Google’s brand value grew by six per cent to USD $141,703m. Microsoft jumps into #3, as one of sixteen brands with double-digit per cent 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.
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 per centage terms (19 per cent), followed by Sporting Goods (10 per cent), Technology (8 per cent), Logistics (7 per cent), and Financial Services (6 per cent).
The Top 100 brands have a combined total value of USD $1,871,730m, an increase of 4.2 per cent from 2016.