Brandessence Exclusive: Interbrand Releases 2015 Best Global Brands Report

Apple and Google hold the #1 and #2 spots, tech brands comprise more than a third of the entire ranking’s value, and five brands—Lego, PayPal, MINI, Moët & Chandon and Lenovo—enter the ranking

NEW YORK, NY (October 5, 2015)—Interbrand’s 16^th annual Best Global Brands report, released today, identifies the 100 most valuable global brands.

Highlights

For the third year in a row, Apple (#1) and Google (#2) claim the top positions. Valued at USD $170.276 billion, Apple increases its brand value by 43 percent. Google, valued at $120.314 billion, increases its brand value by 12 percent. Microsoft (#4) edges ahead of IBM (#5), and Amazon (#10) enters the Top 10 for the first time with a brand value of USD $37.948 billion.

Five new brands entered this year’s ranking: Lego (#82), PayPal (#97), MINI (#98), Moët & Chandon (#99), and Lenovo (#100). Lenovo is the second Chinese brand to appear on the Best Global Brands ranking. The first was Huawei (#88), which entered the ranking in 2014.

Technology and automotive brands dominate this year’s ranking, holding a combined 28 positions. Technology brands, in particular, dominate—collectively making up more than a third (33.6%) of the total value of all 100 brands.

Top 10

• Apple (#1, +43%)
• Google (#2, +12%)
• Coca-Cola (#3, -4%)
• Microsoft (#4, +11%)
• IBM (#5, -10%)
• Toyota (#6, +16%)
• Samsung (#7, 0%)
• GE (#8, -7%)
• McDonald’s (#9, -6%)
• Amazon (#10, +29%)

Top Risers

• Facebook (#23, +54%)
• Apple (#1, +43%)
• Amazon (#10, +29%)
• Hermès (#41, +22%)
• Nissan (#49, +19%)

New Entrants

• Lego (#82)
• PayPal (#97)
• MINI (#98)
• Moët& Chandon (#99)
• Lenovo (#100)

“The Best Global Brands report examines what it takes for brands to succeed in today’s hyper-fragmented world. As people demand immediate, personalized and tailored experiences, business and brands need to move at the speed of life,” says Jez Frampton, Interbrand’s Global Chief Executive Officer. “Many of the brands in this year’s Top 100 are so intuitively aligned with people’s priorities, that they are able to seamlessly integrate into their everyday lives.”

2015 Best Global Brands Website

This year’s Best Global Brands website (bestglobalbrands.com) features the ranking of the 100 most valuable brands and articles authored by Interbrand thought leaders.

 

 

Methodology

Interbrand’s 16^th annual ranking identifies the 100 most valuable global brands by analyzing the many ways a brand benefits an organization—from delivering on customer expectations to driving economic value. Interbrand’s Best Global Brands methodology was the first brand valuation method to become ISO certified.

The ranking is based on a combination of attributes that contribute to a brand’s cumulative value:

• The financial performance of the branded products and services
• The role the brand plays in influencing customer choice
• The strength the brand has to command a premium price or secure earnings for the company

Please visit bestglobalbrands.com to read the 2015 Best Global Brands report in full. To join the conversation on social media, use the hashtag #BGB2015.

 

About Interbrand

Interbrand is the world’s leading brand consultancy, with a network of over 33 offices in 27 countries. Established in 1974, we were the first brand consultancy to recognise the significance of brand as a business asset. Considered an opinion leader in the field of value-based brand management, we have changed the way the world sees branding: from just another word for ‘logo’, to a valuable business asset, to business strategy brought to life.

At Interbrand we are both creatively strategic and strategically creative, and believe that these disciplines are equally important to the success of the brand and business.

For the last 22 years we have grown our Africa presence in Johannesburg, Lagos, Nairobi and Port Louis and have been responsible for creating and managing leading brands across the African continent. As a result we are recognised as the continent’s leading strategic brand consultancy.

 

 

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