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

Latest Videos

More Videos

fdgfd www.google.com

Caroline Natalia

How WW shifted physical engagement to virtual success in 5 days

Read more

I found decent information in your article. I am impressed with how nicely you described this subject, It is a gainful article for us. Th...

Daniel Hughes

What 1800 Flowers is doing to create a consistent customer communications experience

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the Retail Business and retail Tec...

Sheetal Kamble

SAP retail chief: Why more retailers need to harness data differently

Read more

It's actually a nice and helpful piece of info. I am satisfied that you shared this helpful information with us. Please stay us informed ...

FIO Homes

How a brand facelift and content strategy turned real estate software, Rockend, around

Read more

I find this very strange. The Coles store i shop in still has Flouro lights? T though this would have been the 1st thing they would have ...

Brad

Coles launches new sustainability initiative

Read more

Blog Posts

9 lessons from 7 months of relentless failure

The most innovative organisations embrace failure. Why? Because it is often through failing the most creative out-of-box thinking happens. And with it comes vital learning opportunities that bring new knowledge and experience into teams.

Jacki James

Digital product lead, Starlight Children's Foundation

Why conflict can be good for your brand

Conflict is essentially a clash. When between two people, it’s just about always a clash of views or opinions. And when it comes to this type of conflict, more than the misaligned views themselves, what we typically hate the most is our physiological response.

Kathy Benson

Chief client officer, Ipsos

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

Sign in