Interbrand releases 2017 Best Global Brands report; Apple holds top spot; Google ranks #2

Interbrand has named Apple, Google, and Microsoft the three most valuable brands in its 2017 Best Global Brands ranking, with technology as the dominant sector.

Now in its 18th year, this year’s report centres on Growth in a Changing World, and examines

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.

Says Nathan Birch, CEO, Interbrand Australia: “Brands are the synergy between people, technology, and business. In this changing world, businesses need brands more than ever, they bring business strategies to life and are the primary means for differentiation and growth.

“People buy the brands they feel good about, the ones they connect with. Technology helps accelerate growth and customer proximity, but only through brands can it deliver meaningful engagement.

“This year’s Best Global Brands list features brands who have achieved significant growth in brand value off the back of clear strategy and exceptional customer experiences.”

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.

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%).

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).

Says Birch: “For the second year in a row Amazon have achieved double digit growth. Brands in Australia have to understand that the tsunami that is Amazon is going to wash over the shore of Australia very soon – and with much the same effect on many sectors.

“When we look at disruptors in many sectors, Amazon’s name comes up again and again – in retail, banking, telco, media, SMB’s and of course logistics.

“They’re taking advantage of opportunities around the globe in areas like retail, with private label fashion and a fulfilment capability second to none, disrupting traditional technology and media players with Fire Stick and Echo Look and Echo Show, Amazon Business for business tools and purchases, and even Amazon Cash, that lets you shop without a credit or bank card.

“If you’re a brand in Australia not thinking about your brand’s reaction to Amazon, and brand growth, then now is the time to start.”

The Top 100 brands have a combined total value of USD $1,871,730m, an increase of 4.2% from 2016. For the complete Top 100 ranking and the report with comprehensive analysis of growth, sector and industry trends, visit www.bestglobalbrands.com.