Apple, Google top brands list with record values exceeding US$100bn

Interbrand's Best Global brands annual list also shows technology brands to be both winners and losers

Apple and Google have again topped the list of the world’s best global brands with brand values exceeding US$100 billion (AUD$114.4bn) for the first time.

The Best Global Brands annual list, produced by Interbrand, valued the Apple brand at US$118.bn, a leap of 21 per cent year-on-year. Google, meanwhile, chalked up a brand value of $107.43bn in 2014, an increase of 15 per cent compared to last year’s figures.

As well as reaching the US$100bn milestone, this year’s list is also the first to feature a Chinese company in the top 100. Huawei, a Chinese telecommunications and network equipment provider, took 94th spot in 2014, with 65 per cent of revenues coming from outside its home nation. Other new entrants on the list this year include DHL (81st), Land Rover (91st), FedEx (92nd) and Hugo Boss (97th).

A host of brands also reported stronger-than-average growth over the past year. Despite mixed views on the company’s ability to continue attracting a younger audience, Facebook again exceeded financial expectations in Q2 this year and saw its brand value lift by 86 per cent as a result. The social media network sits in 29th position on this year’s list.

Fellow digital disruptor, Amazon, which took 15th position this year, recorded a 25 per cent lift in brand value over the past 12 months. Thirteen of the 100 companies list this year are from the technology sector, which proved the most valuable category overall, Interbrand stated.

The top risers list also contains several car manufacturers: Audi, which took 45th spot this year after a 27 per cent increase in its brand value; Volkswagen, which saw its brand value rise 23 per cent off the back of ongoing innovation and design and now sits in 31st position; and Nissan, which recorded 23 per cent brand value growth and which sits at 56th position on the list.

New digital firms may be continuing to shine, but it was technology industry stalwarts who suffered the biggest dip in fortunes this year. The brand values of IBM, HP and Intel all dipped by 8 per cent year-on-year.

The biggest losers were Nokia (44 per cent drop) and Nintendo, which sits last on the list and recorded a 33 per cent fall in brand value in 2014.

The Best Global Brands list is based on several key attributes, including financial performance, customer influence and the brand’s ability to uphold a premium price or secure earnings for the company.

Check out last year’s results for a comparison on the winners and losers.

Rank Top 10 brands Value (US$bn) 2013 rank Brand growth
1 Apple $118.86 1 21%
2 Google $107.44 2 15%
3 Coca-Cola $81.56 3 3%
4 IBM business services $72.24 4 -8%
5 Microsoft $61.50 5 3%
6 GE $45.46 6 15%
7 Samsung $45.40 8 15%
8 Toyota $42.39 10 20%
9 McDonald's $42.25 7 1%
10 Mercedes-Benz $34.33 11 8%

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Thanks for your feedback, Rabi. While we introduced the ROO concept using a marketing example, I also believe that it is pertinent to man...

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Thanks for your insight, Philip. Return On Outcome (ROO) requires balanced thinking with the focus on outcomes as opposed to returns.

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Beautiful article.

Hodlbaba

15 brands jumping into NFTs

Read more

"Blue" is really gorgeous and perfectly imitates a human customer support operator. Personally, I won't order a chatbot development for m...

Nate Ginsburg

Why the newest member of BT’s contact centre is a chatbot

Read more

As today’s market changes rapidly, the tools we use change, and it is important to adapt to those changes to continue to succeed in busin...

Anna Duda

Report: 10 digital commerce trends here to stay

Read more

Blog Posts

How the pandemic revealed the antidote to marketing’s image problem

What does marketing truly ‘own’ in most organisations? Brand and campaigns, definitely. Customer experience? That remains contested ground.

Murray Howe

Founder, The Markitects

Still pursuing a 360-degree view of the customer?

On the Internet, nobody knows you’re a dog.” It may have been true in 1993 when this caption to a Peter Steiner cartoon appeared in the New Yorker. But after 30 years online, it’s no longer the case.

Agility in 2022

Only the agile will survive and thrive in this environment and that’s why in 2022, agility will need to be a whole-business priority.

Sam McConnell

Melbourne bureau chief, Alpha Digital

Sign in