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Wednesday, 23 October 2019 03:48 - - {{hitsCtrl.values.hits}}
Interbrand, the world’s largest and most influential brand consultancy, has announced the 20th edition of the Best Global Brands report.
Uber joins the world’s most valuable brands at 87th ($ 5,714 million) and LinkedIn at 98th ($ 4,836 million). But the Best Global Brands report was less welcome for Facebook, which dropped out of the Top 10.
Facebook first entered the Best Global Brands report in 2012 at 69th, seeing a steady stream of growth in the following five years. At its peak in 2017, Facebook was ranked at eighth with a Brand Value of $ 48,188 million. The year 2018 saw the brand’s place slip to ninth, and after falling an additional 11.8% in 2019, it now sits at 14th. 
This year’s report sees Apple, Google and Amazon retain their position as the three most valuable global brands respectively. Apple and Google retained their top positions for the seventh consecutive year. Apple’s brand value grew by 9% to $ 234,241 million, while Google’s grew by 8% to $ 167,713 million.
The remainder of the Top 10 comprise Microsoft at fourth ($ 108,847 million), Coca-Cola at fifth ($ 63,365 million), Samsung at sixth ($ 61,098 million), Toyota at seventh ($ 56,246 million), Mercedes-Benz at eighth ($ 50,832 million), McDonald’s at ninth ($ 45,362 million) and Disney at 10th ($ 44,352 million).
Of the 100 brands featured, 26 saw double-digit percentage growth.
The 20th edition of Interbrand’s annual brand valuation report features a series of individual sector reports which delve deeper into the travel, retail and luxury, technology, media, automotive, and financial services industries.
The top growing sector for 2019 was luxury. This sector has the highest average brand value change against last year’s figures, rising from $ 105,783 million to $ 117,785 million, an 11% growth rate.
Mastercard was the leading growth brand, shifting eight places to 62nd as a result of a 25% increase in brand value ($ 9,430 million). Other top performers included Gucci, which ranked 33rd, increase by 23%, with a valuation of $ 15,949 million and Adobe ranked 39th, which increased by 20% to $ 12,937 million. Dell returns at 63rd after a six-year absence, after re-listing on the stock market ($ 9,086 million).
The combined total value of the Top 100 is $ 2,130,929 million, an increase of 5.7% from 2018. The value of the table in 2018 is $ 2,015,312 million.
Interbrand Global Chief Executive Officer Charles Trevail said: “Twenty years on from our first report, customers today are more informed, more connected and more demanding than ever before through a combination of wealth of choice, erosion of loyalty and shifting frames of reference wanting immediacy, abundance and intimacy – all at the same time.
“For decades, the entire discipline of brand-building was based on the concept of brand positioning, but in today’s accelerating markets, customer expectations outstrip static brand positions. Brands can no longer be considered separate to businesses and will be judged on what they do, not just what they say; and about trust, not just delivery.
“The age of brand positioning is over. In a world where customer expectations will continue to move faster than businesses, static brand positions and incremental change will just about keep brands in the game – but it will take brave, we would say iconic, moves, to make brands leap ahead of customer expectations and ultimately deliver extraordinary business results.”
Report and methodology
Interbrand developed the practice of brand valuation and was the first company to have its brand valuation methodology certified as compliant with the requirements of ISO 10668 (requirements for monetary brand valuation). There are three key pieces of analysis that form the basis of Interbrand’s valuation methodology:
For the complete Top 100 rankings and the report with a comprehensive analysis of growth as well as sector and industry trends, visit www.bestglobalbrands.com.
