The technology sector continues to lead the Best Global Brand rankings in 2019. Tech companies account for half of the top 10 brands — Apple (#1, USD $234.24B), Google (#2, USD $167.71B), Amazon (USD $125.26B), Microsoft (#4, $108.85B) and Samsung (#6, USD $61.1B) — and show an average growth in brand value of nine percent, tied for second behind only the luxury and retail sector. Dell (#63, USD $9.09B) returns to the rankings after a six-year absence, Uber (#87, USD $5.71B) and LinkedIn (#98, USD $4.84B) are all new entrants in this year’s list.
There are three key pieces of analysis that form the basis of Interbrand’s valuation methodology:
• The financial performance of the branded products or services
• The role the brand plays in purchase decisions
• The brand’s competitive strength and its ability to create loyalty and, therefore, sustainable demand and profit into the future
Facebook first entered the Best Global Brands report in 2012 at #69, seeing a steady stream of growth in the following five years. At its peak in 2017, Facebook was ranked at #8 with a Brand Value of USD $48.19m. 2018 saw the brand’s place slip to #9, and after falling an additional 11.8 percent in 2019, now sits at #14 with a Brand Value of USD $39.86B.
Rounding out the top 10 brands in this year’s report are: Coca-Cola #5 (USD $63,365m), Toyota #7 (USD $56,246m), Mercedes-Benz #8 (USD $50,832m), and McDonald’s #9 (USD $45,362m), with Disney #10 (USD $44,352m) returning to the top 10.
MacDailyNews Take: Of course Apple is the world’s most valuable brand! See the full list here.