Apple and Google hold again the first and second rank in Interbrand's 100 most valuable global brands. For the 3rd year in a row Apple and Google top the list. Apple has though increased its brand value by a whopping 43%. Google only added 12%.
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Google is now officially part of the Alphabet holding. Will this have an impact on its brand? We will find out next year.
Coca-Cola clings on to the 3rd spot. Microsoft ranks 4 and edges ahead of IBM ranked at 5. Amazon enters for the first the Top 10 at position 10.
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Tech brands comprise more than a third of the entire ranking’s value. This year there are five brands with Lego, PayPal, MINI, Moët & Chandon and Lenovo that make the top 100 most valuable global brands for the first time.
“The Best Global Brands report examines what it takes for brands to succeed in today’s hyper-fragmented world. As people demand immediate, personalized and tailored experiences, business and brands need to move at the speed of life,” says Jez Frampton, Interbrand’s Global Chief Executive Officer. “Many of the brands in this year’s Top 100 are so intuitively aligned with people’s priorities, that they are able to seamlessly integrate into their everyday lives.”
The complete ranking fo the 100 most valuable global brands can be found here
Interbrand’s 16th annual ranking identifies the 100 most valuable global brands by analyzing the many ways a brand benefits an organization. It compiles everything from delivering on customer expectations to driving economic value. Interbrand’s Best Global Brands methodology was the first brand valuation method to become ISO certified.
The ranking is based on a combination of attributes 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 and the strength the brand has to command a premium price or secure earnings for the company.