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Apple tops brand list by $45bn

News, 07 October 2016

NEW YORK: Apple and Google have once again been named as the top two most valuable brands in the world, while Facebook is the fastest growing, according to new global rankings.

The latest Best Global Brands report from Interbrand, the brand consultancy, judged Apple to have increased its value by 5% to $178.1bn in 2016, some $45bn ahead of Google, which itself rose 11% to an estimate value of $133.2bn.

It meant Apple and Google claimed the top positions for the fourth consecutive year, although the world's five top growing brands included Facebook (48%), Amazon (33%), LEGO (25%), Nissan (22%) and Adobe (21%).

Joining Apple and Google in Interbrand's top 10 were, in order, Coca-Cola ($73.1bn), Microsoft ($72.8bn), Toyota ($53.58bn), IBM ($52.5bn), Samsung ($51.8bn), Amazon ($50.33bn), Mercedes-Benz ($43.49bn) and GE ($43.49bn).

As in previous years, Interbrand based 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 of the brand has to command a premium price or secure earnings for the company.

On that basis, Interbrand said the its top 100 brands had a combined total value of $1,796.38bn, up 4.8% since 2015, while technology and automotive brands accounted for a combined 29 places.

Interestingly, Tesla Motors – the electric car firm that crosses over into the tech sector – entered the rankings for the first time at 100th place.

"It's clear the best global brands are not just weathering change, but driving it," said Jez Frampton, Interbrand Global CEO. "They understand their Anatomy of Growth is complex, unique and personal; they look inward and outward, expand into new markets, and create better experiences to grow their brands and businesses."

That's why, he added, "the challenge for leaders is to create the conditions, strategies, and experiences to enable growth, and today's demanding employees and customers expect flawless, seamless and enjoyable products and services."

Data sourced from Interbrand; additional content by Warc staff