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
Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.
As a Marketer, the ‘Scotty from Marketing’ meme troubles me.
Clients and agencies can get stuck into a particular way of behaving and viewing the world, but there are ways to break out of our marketing echo chamber.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
It's a good idea. Customers really should control their data. Now I understand why it's important.
Elvin Huntsberry
Salesforce CMO: Modern marketers have an obligation to give customers control of their data
Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...
Nickwood
Instagram loses the like in Australia; industry reacts positively
I tried www.analisa.io to see my Instagram Insight
Dina Rahmawati
7 marketing technology predictions for 2016
The saying is pretty tongue in cheek. It's not saying that marketers are bad people, nor that they don't take themselves seriously. There...
LYF Solutions
The trouble with Scotty from Marketing - The CMO view - CMO Australia
Given Scotty's failed track-record in the marketing realm the memes and the ridicule is very apt and is in no way a reflection on marketi...
denysf
The trouble with Scotty from Marketing - The CMO view - CMO Australia