Apple, Google Top the Most Valuable Brands of 2017
The annual report by New York-based consultancy Interbrand lists the top 100 most valuable brands in the world. While some brands changed in value, others appear improved and strong.
Unsurprisingly, the world’s two most valuable brands overall are Apple and Google, which have traded positions atop the list for the past five years.
Toyota retains its spot as the most valuable car brand, but has slipped from fifth place overall in 2016 to seventh with a 6% decline in brand value.
Mercedes-Benz is ranked second among car firms and in ninth place overall with 10% growth from last year, while BMW holds steady in third spot with 0% growth year on year. Honda (+3%) and Ford (+5%) round out the top five automotive firms, while Ferrari makes its first appearance in the list down in 88th position.
Coca-Cola grabbed the fourth position while Amazon and Samsung ranked fifth and sixth position respectively.
Interbrand bases its rankings on three key components: the financial performance of the branded products and services, 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.
Therefore, while the rankings are listed in terms of brand value in dollars, these values are not representative of brands’ annual revenue. Apple in the number one spot for instance, is ranked by Interbrand with a $184.1-billion brand value, but its annual revenue is closer to $220-billion.
Below are the Top Ten brands:
|Rank||Brand||Sector||Brand Value (USD)||Percentage Change|