Interbrand’s 16th annual Best Global Brands report, released 5 October, identifies the 100 most valuable global brands. Apple and Google hold the #1 and #2 spots, tech brands comprise more than a third of the entire ranking’s value, and five brands—Lego, PayPal, MINI, Moët & Chandon and Lenovo have entered the ranking.
Unsurprisingly, not many of the brands associated with hospitality can compete with the likes of Apple and Google – and none of the familiar hotel brands feature at all – but here are the relevant top product and service providers:
Restaurants
McDonald’s at 9
Starbucks at 67
KFC at 75
(Pizza Hut dropped out of the Top 100 at 101)
Alcohol
Budweiser at 31
Jack Daniels at 84
Heineken at 89
Jonnie Walker at 92
Corona at 93
Smirnoff at 94
Moët & Chandon at 99 (new entrant)
Beverages
Coca-Cola at 3
Pepsi at 24
Nescafe at 36
Sprite at 81.
Overall Highlights
For the third year in a row, Apple (#1) and Google (#2) claim the top positions. Valued at USD $170.276 billion, Apple increases its brand value by 43 percent. Google, valued at $120.314 billion, increases its brand value by 12 percent. Microsoft (#4) edges ahead of IBM (#5), and Amazon (#10) enters the Top 10 for the first time with a brand value of USD $37.948 billion.
Five new brands entered this year’s ranking: Lego (#82), PayPal (#97), MINI (#98), Moët & Chandon (#99), and Lenovo (#100). Lenovo is the second Chinese brand to appear on the Best Global Brands ranking. The first was Huawei (#88), which entered the ranking in 2014.
Technology and automotive brands dominate this year’s ranking, holding a combined 28 positions. Technology brands, in particular, dominate—collectively making up more than a third (33.6%) of the total value of all 100 brands.
Top 10
- Apple (#1, +43%)
- Google (#2, +12%)
- Coca-Cola (#3, -4%)
- Microsoft (#4, +11%)
- IBM (#5, -10%)
- Toyota (#6, +16%)
- Samsung (#7, 0%)
- GE (#8, -7%)
- McDonald’s (#9, -6%)
- Amazon (#10, +29%)
Top Risers
- Facebook (#23, +54%)
- Apple (#1, +43%)
- Amazon (#10, +29%)
- Hermès (#41, +22%)
- Nissan (#49, +19%)
New Entrants
- Lego (#82)
- PayPal (#97)
- MINI (#98)
- Moët & Chandon (#99)
- Lenovo (#100)
“The Best Global Brands report examines what it takes for brands to succeed in today’s hyper-fragmented world. As people demand immediate, personalized and tailored experiences, business and brands need to move at the speed of life,” says Jez Frampton, Interbrand’s Global Chief Executive Officer. “Many of the brands in this year’s Top 100 are so intuitively aligned with people’s priorities, that they are able to seamlessly integrate into their everyday lives.”
2015 Best Global Brands Website
This year’s Best Global Brands website (bestglobalbrands.com) features 100 detailed brand profiles and articles authored by Interbrand thought leaders.
Methodology
Interbrand’s 16th annual ranking identifies the 100 most valuable global brands by analyzing the many ways a brand benefits an organization—from delivering on customer expectations to driving economic value. Interbrand’s Best Global Brands methodology was the first brand valuation method to become ISO certified.
The ranking is based on a combination of attributes that contribute to a brand’s cumulative value:
- The financial performance of the branded products and services
- The role the brand plays in influencing customer choice
- The strength the brand has to command a premium price or secure earnings for the company
For more information click here