Five U.S. companies took the top spots in a ranking of the world’s top 100 brands based on their value.
For the sixth year running, Apple was ranked No. 1 in Interbrand’s 2018 Best Global Brands report, with a total brand value of $214.48 billion. Google ($155.8 billion), Amazon ($100.76 billion), Microsoft $92 (billion) and Coca-Cola ($66 billion) rounded out the top five. Now in its 19th year, the report’s 2018 theme is Activating Brave, and examines the role that brand strength plays in the bold transformation of the world’s leading businesses.
Apart from Amazon, only two U.S.-based retailers made the top 100: Starbucks, No. 57, and Tiffany, No. 83. Several European retailers made the cut: Zara (No. 25); Ikea (No. 27); H&M (No. 30); Hermes (No. 32); Gucci (No. 39); Burberry (No. 94); Prada (No. 95).
Amazon topped the list of the fastest-growing brands, with a 56% increase in brand value. It was followed by Netflix (45%), Gucci (30%), Salesforce.com (23%), and Louis Vuitton (23%).
Interbrand determines brand value according to three key criteria: the financial performance of the branded products or service; the role the brand plays in purchase decisions; and the brand’s competitive strength and its ability to create loyalty and, therefore, sustainable demand and profit into the future.
“A decade after the global financial crisis, the brands that are growing fastest are those that intuitively understand their customers and make brave iconic moves that delight and deliver in new ways,” said Charles Trevail, Global CEO, Interbrand.
More than half of the top 100 came from five sectors: automotive, technology, financial services, luxury, and fast-moving consumer goods.