Apple, Google retain top spots in the 2015 Interbrand Best Global brands report, and lead a list dominated by tech brands
Apple and Google have topped the list of the world’s most valuable brands for the third year in a row, helping to ensure technology and digital companies dominate the 2015 rankings.
Interbrand’s 16th annual Best Global Brands report put Apple’s brand value at US$170.3 billion, a 43 per cent rise year-on-year, while Google’s increased by 12 per cent to $120.3bn.
Rounding out the top five were Coca-Cola with a 4 per cent dip in value to $78.4bn; Microsoft, with an 11 per cent increase in value to $67.6bn; and IBM, which fell from fourth to fifth position after experiencing a 10 per cent drop in brand worth to $65.1bn.
In total, technology brands made up more than one-third of the total value of all 100 brands. Other strong performers in this category included Facebook (54 per cent increase in value to $22bn and 23rd position) and Amazon (29 per cent rise in value to $37.9bn, pushing it to 10th position).
Across other sectors, top risers included Hermes, which lifted its value by 22 per cent to $10.9bn to secure 41st position, and Nissan, which took 49th spot and increased its brand value by 19 per cent to $9.1bn.
The list also features five new brands this year: Lego (82nd, $5.4bn), PayPal (97th, $4.3bn), MINI (98th, $4.2bn), Moët & Chandon (99th, $4.1bn), and Lenovo (100th, $4.1bn).
“As people demand immediate, personalized and tailored experiences, business and brands need to move at the speed of life,” commented Jez Frampton, Interbrand’s global CEO.
“Many of the brands in this year’s Top 100 are so intuitively aligned with people’s priorities, they are able to seamlessly integrate into their everyday lives.”
Interbrand’s rankings are based on several considerations, including the financial performance of the brand’s products and services, its influence with customers, and its ability to command a premium price or secure earnings for the wider organisation.
Top 10 global brands
Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
