For the seventh consecutive year, Apple tops the list of the most valuable brands in the world, continuing to stay ahead of Google, according to Interbrand’s latest annual rankings. Nine of last year’s top 10 brands remain in the to 10 this year, with little shake-up occurring in the rankings.
Indeed, the only change of positions came as a result of Facebook’s fall out of the top 10. The social network tumbled down to 14th position after it experienced a 12% drop in brand value, to $39.8 billion. Facebook’s drop allowed McDonald’s to climb a spot, making room in the 10th spot for Disney, which saw a lift of 11% in brand value to $44.4 billion.
Once again this year, Amazon was the top 10’s biggest mover in terms of brand value growth, increasing 24% to reach $125.3 billion. With two years of impressive growth in value, Amazon remains firmly in the 3rd position.
Still, Apple is by far the leader, with an estimated $234.2 billion in brand value. That being said, its lead over Amazon has narrowed somewhat compared to last year. Apple’s brand value did increase slightly more than Google’s, up 9% compared to Google’s bump of 8%.
Only one brand in the top 10 saw its brand value decline: #5 Coca-Cola, with a 4% dip.
The report also points out that the cumulative brand value of the 100 best global brands has more than doubled since the first year Interbrand’s table included 100 brands, rising from $988.3 billion in 2001 to $2.1 trillion in 2019. BrandZ reported similar findings last year with its 100 top brands’ collective value more than tripling between 2006 and 2018.
Fast-Growing Brands and Top-Performing Sectors
Although Amazon’s brand value grew by an impressive 24% this year, it was not the fastest riser. That honor goes to Mastercard, which edged it with a 25% rise to $9.4 billion (#62). Salesforce also had a significant increase, up 24% to more than $8 billion (#70).
Other fast-risers this year include:
- Gucci: +23% to $15.9 billion (#33);
- Starbucks: +23% to $11.8 billion (#48);
- Adobe: +20% to $12.9 billion (#39);
- Visa: +19% to $10.8 billion (#55); and
- Caterpillar: +19% to $6.8 billion (#76).
Electronics was the best-performing sector this year, with 19% growth. However, the Technology sector continues to be by far the most heavily represented in brand value, at almost $790 billion. By comparison, the next-largest sector by its top 100 brands’ value is Automotive, with a combined brand value of $279.3 billion.
Finally, this year there are only three new entrants in the top 100. They are:
- Dell Technologies (#63; $9.1 million);
- Uber (#87; $5.7 million); and
- LinkedIn (#98; $4.8 million).
The full top 100 list, along with other data and takeaways, can be downloaded here.
About the Data: When determining the top 100 most valuable brands each year, Interbrand examines three key aspects that contribute to a brand’s value:
- The financial performance of the branded product and service;
- The role the brand plays in influencing customer choice; and
- The strength the brand has to command a premium price or secure earnings for the company.
Interbrand also notes that inclusion in the list requires that:
- At least 30 percent of revenue must come from outside the brand’s home region.
- It must have a significant presence in Asia, Europe, and North America, as well as broad geographic coverage in emerging markets.
- There must be sufficient publicly available data on the brand’s financial performance.
- Economic profit must be expected to be positive over the longer term, delivering a return above the brand’s cost of capital.
- The brand must have a public profile and awareness across the major economies of the world.
These requirements – that a brand be global, visible, and relatively transparent with financial results – lead to the exclusion of some well-known brands that might otherwise be expected to appear in the ranking.