New York: Interbrand has been the world’s leading brand consultancy, for over 40 years – having pioneered iconic work and forged many of the brand-building tools that are now commonplace. Interbrand released its Best Global Brands 2019 report bestglobalbrands.com, the 20th edition of the world’s first brand valuation survey, showing that Apple, Google, and Amazon continue their success as the world’s three most valuable brands worldwide. The report also showed that the luxury and retail industry is still the fastest growing sector. This year’s report examines the world’s most successful brands through the lens of Iconic Moves, focusing on the end of a traditional approach to brand positioning and industry leaders’ navigation of the rapid ongoing change among consumers and competitive landscapes.
“Twenty years on from our first report, customers today are more informed, more connected and more demanding than ever before through a combination of wealth of choice, erosion of loyalty and shifting frames of reference wanting immediacy, abundance, and intimacy – all at the same time,” said Charles Trevail, Global Chief Executive Officer of Interbrand. “The age of brand positioning is over. In a world where customer expectations will continue to move faster than businesses, static brand positions and incremental change will just about keep brands in the game – but it will take, brave, we would say ‘iconic’, moves, to make brands leap ahead of customer expectations and ultimately deliver extraordinary business results.”-he added.
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.
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.
Interbrand launched the Best Global Brands report 20 years ago to provide marketers, investors and consumers insights into the state of the brands that have come to define modern consumerism and the evolution of the sectors in which they operate. Since then, every year these list of brand has been introduced.