Technology dominates most valuable brands list

With technology as the dominant sector, brand analytics company Interbrand has named Apple, Google and Microsoft as the three most valuable brands in its 2017 Best Global Brands ranking.

For its 18th year, the report’s theme is “Growth in a Changing World”.

“We are living in one of the most exciting periods of change – societal, technological, industrial – that impacts every aspect of commerce and life,” says Interbrand global CEO Jez Frampton. “In this ever-shifting context, growth becomes more challenging, which is why businesses need brands more than ever.”

It is the fifth consecutive year Apple and Google have held the top positions. Apple’s brand value has grown by 3 per cent to US$184 billion, while Google’s brand value grew by 6 per cent to $141 billion.

Microsoft jumps into No. 3 as one of 16 brands with double-digit percentage growth. Following Coca-Cola at No. 4 are Amazon, Samsung, Toyota and Facebook, which breaks into the top 10 for the first time in eighth position. Mercedes-Benz and IBM round out the top 10.

The five top growing brands include Facebook (48 per cent growth), leading for the second year running, Amazon (29 per cent), Adidas (17 per cent) and Starbucks (16 per cent).

Retail is the top-growing sector in percentage terms (19 per cent), followed by sporting goods (10 per cent), technology (8 per cent), logistics (7 per cent) and financial services (6 per cent).

Among luxury brands, Louis Vuitton kept its lead at 19th spot while Hermes and Gucci climbed, Burberry and Prada slipped, and Ralph Lauren dropped off the list entirely (it was at 98 position last year).

Louis Vuitton is one of three LVMH-owned brands in the ranking, with Dior at 95 and Moet & Chandon at 99. Cartier fell to 65 from 62, while Tiffany dropped seven places to 81.

Other brand placings include: McDonald’s (12), Disney (14), Nike (18), H&M (23), Zara (24), Ikea (25), eBay (34), L’Oreal (45), Adidas (55), Starbucks (60), Sony (61), Lego (67) and KFC (83).

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