Technology and digital companies dominate top 100 global brands list

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

  1. Apple (+43%)
  2. Google (+12%)
  3. Coca-Cola (-4%)
  4. Microsoft (+11%)
  5. IBM (-10%)
  6. Toyota (+16%)
  7. Samsung (0%)
  8. GE (-7%)
  9. McDonald’s (-6%)
  10. Amazon (+29%)

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

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

Customer experience crisis: Proactively mitigating the risk of broken promises

Last Friday, three weeks after United Airline’s spectacular customer experience disaster, customers received a letter from the company’s CEO, Oscar Munoz.

Very rarely have I come across views so true. There are so many gems in this article, reflective of reality, onec can read it again and a...

Shyam Mishra

ANZ digital chief: Tackle the ‘frozen middle’ of your organisation or face irrelevancy

Read more

STOP STEALING BUISNESS CLASS TOILETS from A380, new 787's and A330's!!!!Thats what you call customer experience ONE toilet for all Busine...

Joe

Qantas CMO: What it's taking to evolve our customer experience

Read more

Dare i suggest that a "CEO" role in a peak industry body like Think Brink is not really much of a leap from CMO because it is also a mark...

Sventana

CMO to CEO: Think Brick chief reveals what it takes to make the jump

Read more

Grate post, thanks for the post.No matter what your business is, if you do no not rank among the top most search results of Google, Yahoo...

Rahul

Image intelligence:10 must-see infographics for marketers

Read more

Thank you Shane Blandford for carrying my Smarketing vision into KM !

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

Read more

Latest Podcast

More podcasts

Sign in