Apple and Google top Best Global Brands ranking for third year running

Apple and Google were ranked first and second, respectively, on the U.S.-based consultancy’s Best Global Brands 2015 list, topping it for the third consecutive year. The report values Apple at $170 billion, which also makes Apple one of the report’s top risers, its value having increased 43 percent.

Every year since 2001, Interbrand has released a list of the top 100 brands in the world. This is for the first time when Amazon has made it to the top ten brands list.

It is however not all rosy for tech brands.

Apple has emerged as a very mighty brand ever since it brought forward to the world its famed lineup of iOS devices, which includes the iPhone, iPad and iPod touch.

Jez Frampton, Interbrand’s global chief executive officer, said, “The report examines what it takes for brands to succeed in today’s hyper-fragmented world”.

At the same time, Samsung operates a global brand campaign, Launching People, which aims to help people not only use technology to realize their dreams and accelerate their discoveries and possibilities, but also to use technology to make a real difference in society.

Amazon is not the only retailer in the top 100: Ikea is 27th with a 16.54 billion dollar (14.78 billion euro) brand value, eBay is 32nd with 13.94 billion dollars (12.456 billion euro). The study cited Ford’s financial performance, the role the brand plays in the purchase decision process and the strength the brand has to command a premium price.

Rounding out the top 10 were Coca-Cola, at No. 3; Toyota, at No. 6; General Electric, at No. 8; and McDonald’s, at No. 9.

The big brand valuation firms will tell you that any estimation of value is subjective and open to variation. Thus, branding is an important factor that can strengthen one’s business.

Interbrand’s methodology in coming up with a final list involves a deep analysis of the several ways that a brand provides benefits to an organization.