Apple, Google again named best global brands

Apple and Google have topped the annual Interbrand Best Global Brand report for the third year in a row.

The study, which is in its 16th year, assigns dollar values and ranks to what it deems the top 100 global brands, based on company performance. Google, which ranks second, has a total valuation of more than $120 billion with a 12 percent increase in its brand value. Its brand value increased faster than any other company, including Apple (up 43 percent) and Amazon (up 29 percent).

As data and technology continue to reshape advertising, the creative side of the business has been trying to keep pace. Interbrand classifies IBM as a business-services brand and Amazon, at No. 10, as a retail brand.

As usual there was also the traditional depressing confirmation that no Australian brand had broken into the Top 100. “They create value, jobs, and growth due to their ability to institutionalize innovation”, says tech analyst Andrew Taylor in a blog.

Google and Apple have maintained their position in Interbrand’s list of top global brands. Look harder, over many years and across other valuations and troubling questions begin to surface about exactly how well Interbrand is able to estimate brand equity.

Interbrand, a division of Omnicom Group (NYSE:OMC), identifies the 100 most valuable global brands by analyzing the ways that a brand benefits an organization – from delivering on customer expectations to driving economic value. “The Lego brand really has matured”, said Mr. Redman.

A decade ago, in 2005, the top 10 comprised Coca-Cola, Microsoft, IBM, GE, Intel, Nokia, Disney, McDonald’s, Toyota and Marlboro, in that order. Its ranking reflects sentiment after the scandal.

Lenovo is a new entry on the list, just managing to secure the 100th position, and PayPal also made its debut at 97th place.