For the past 18 years, Interband rank brands all around the world on basis of their performance. For past five years, Apple & Google have kept the top positions. Microsoft’s ranking has improved this year as it takes the number three spot. In the top ten other brands are Coca-Cola, Amazon, Samsung, Toyota, Facebook, Mercedes, and IBM.
Interbrand’s global CEO Jez Frampton said that point to be noted in these rankings is that technology-centric brands continue to gain popularity. Microsoft is another technology brand that has taken the No three position of Coca-Cola. Amazon also has risen up to Number 5 spot and Samsung has moved to Number 6 position. Facebook position improved from Number 15 to Number 8.
Frampton said “Brands embody the purpose and values of the business, helping us to understand them on a deeper level. All of the Best Global Brands have a strong sense of purpose—not just in a CSR sense, but by having a higher-order reason for everything they do. Whether it’s to change the world with innovation, delight customers, or grow like never before, the Best Global Brands make it onto the list because that sense of purpose underpins their entire business strategy, making them highly effective in the market and supercharging the metrics that determine their brand value.”
The 5 brands ranked as the most growing companies are Facebook, Amazon, Adobe, Adidas, and Starbucks. Most of the brands were from automotive, technology, financial services, and consumer goods sectors.
Frampton also said “The change all of us are facing may seem overwhelming, but is a fundamental part of life, and so is that desire to grow—personally and as a business,” says Frampton. “Brands are, in our mind, the way businesses form a connection and a relationship with real people. So as people change, and the world changes, a strong brand is the only chance your business has to keep up.”