Interbrand Releases 2015 best Global Brands Report.

Interbrand’s 16^th annual Best Global Brands report has been released, which 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.” 

“The new speed of life is creating a churn in which only the world changing brands will thrive. From Apple to Lego and from Facebook to PayPal, the risers and new entrants reflect the fundamentals of world changing brands – anticipation, co-evolution, co creation and flexibility. Brands that will succeed are the ones that can foresee the needs of the consumers and address them wherever, whenever they are, using the power of technology.”, added Ashish Mishra, Managing Director, Interbrand India.

2015 Best Global Brands Website

This year’s Best Global Brands website (bestglobalbrands.com) features 100 detailed brand profiles and articles authored by Interbrand thought leaders.

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.

Methodology

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