The latest report by consultancy Interbrand sees Apple remaining on top of the annual global brands ranking. But as a result of its strong rise in market value, Google is catching up fast, and so are German companies.
In its fresh 2016 Best Global Brands Report, Interbrand named US tech giant Apple the world’s most valuable company, with the Cupertino-based firm boasting a brand value of over $178 billion (159 billion euros).
Runner-up Google experienced an 11-percent jump in its brand value to over $133 billion euros.
Also making it into the top 10 were Coca Cola in third position, followed by Microsoft, Toyota, IBM, Samsung, Amazon, Mercedes and General Electric.
Set of criteria
As a result of an 18-percent rise in its brand value, Germany’s Mercedes made it back into the top 10, ending up in ninth position, while premium carmaker BMW finished in 11th place after a 12-percent surge in brand value.
Interbrand said automotive and technology companies dominated the 2016 ranking, while the top growth sector was retail, followed, by the sporting and luxury sectors.
“It’s clear the best global brands are not just weathering change, but driving it,” Interbrand’s Global CEO Jez Frampton said in a statement. “They look inward and outward, expand into new markets and create better experiences to grow their brands and businesses.”
For its annual ranking, the consultancy took a closer look at companies’ overall financial performance. It also gauged the brands’ influence on consumer choice and their ability to make products so good they can command premium prices.
hg/jd (dpa, Interbrand)