It’s no surprise that for the 10th consecutive year, Apple is the most valuable brand in the world, according to the latest annual Interbrand rankings.
This year, 9 of the top 10 brands experienced a year-over-year increase in their brand values, with Coke (#7) the exception, with a brand value that remained flat. Unlike last year, when only half of the top 10 brands had double-digit increases in brand value, this year each of those that grew (9 in total) showed increases of at least 10%.
Apple’s (also the top brand in BrandZ’s rankings) brand value had an estimated value of $482 billion, up 18% from $408 billion last year. Next was Microsoft, which enjoyed the largest rise in brand value, up 32% to almost $279 billion. Microsoft jumped over Amazon, which fell to the third spot despite a 10% climb in brand value to almost $275 billion. Closing the gap with Amazon was Google, which remained in the fourth spot but which experienced a brand value rise of 28% year-over-year (to almost $252 billion), the second-fastest growth rate among the top 10.
There was then a steep drop-off to the fifth spot, held by Samsung (+17% to almost $88 billion). Each of the top five brands is a Technology brand, while the others rounding out the top 10 are from four different industries. The automotive industry is the next-most well represented in the top 10, with Toyota at sixth and Mercedes Benz staying at eighth. New to the top 10 this year was Nike, which overtook McDonald’s, which was ninth last year but fell to eleventh due to a smaller growth rate (+6%).
Overall, the top 100 brands recorded brand value growth of 16% year-over-year, the fastest rate ever recorded by Interbrand. They collectively now account for more than $3 trillion in brand value, exceeding that threshold for the first time.
Fastest-Growing and New Brands
As for the brands that saw the fastest growth in value over the past year, Microsoft was at the top with 32% growth, but it is followed closely by Tesla (+32%) and Chanel (+32%). Also following closely behind were Ferrari (+31%) and LEGO (+30%). Other fast risers this year included Google, Hermès, and Dior.
Three brands were new entrants to the top 100 this year – Airbnb, Red Bull, and Xiaomi.
For additional data and insights, download the report.
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