Business Hilights
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ICT top brands, Apple, Google, Amazon lead other sectors with $470b worth

The 2018 Best Global Brands Report, released recently by Interbrand Group has named three global ICT firms, Apple, Google and Amazon with a total value of $470 billion, as the three top brands in the world.
However, the 19th edition of the Report features two new entrants and three re-entrants including Spotify at number 92 worth $5.1 billion, Subaru at number 100 with a value of $4.2 billion and Chanel re-enters at number 23, valued at $20 billion, last on in 2009. Hennessy is number 98 and is valued at $4.7 billion last on in 2009, and Nintendo at number 99 with a value of $4.7 billion, last on in 2014.
Interbrand’s valuation methodology includes three key pieces of analysis form the basis of, the financial performance of the branded products or services, 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.
Business Hilights recalls that both Apple and Google have held the top positions as most valued companies for six years on the trot.
This is as the new report showed that Apple’s brand value grew by 16 percent to $214.4 billion, and Google’s by 10 per cent to $155.5 billion.
Amazon achieved 56 per cent growth and is the third brand to reach a 100-billion-dollar brand valuation ($100.7 billion), and is the top performer among 28 brands with double-digit percent growth. Following Microsoft at number 4 ($92.7 billion), are Coca-Cola ($66. 4 billion), Samsung ($59.9 billion, Toyota ($53.4 billion), Mercedes-Benz ($48.6 billion), and Facebook ($45.2billion). McDonald’s ($43.4 billion) returns to round out the Top 10, the report said.
In his remarks, Global CEO of Interbrand, Charles Trevail said “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.”
According to the report, five Top Growing Brands include Amazon (56 per cent), 2017 new entrant Netflix (45 per cent), Gucci (30 per cent), 2017 new entrant Salesforce.com (23 per cent), and Louis Vuitton (23 per cent).
Whereas the report revealed that “After five years as the Top Growing Brand, Facebook declines six percent,” it disclosed further that more than half of the Best Global Brands came from five sectors: Automotive (16), Technology (13), Financial Services (12), Luxury (9), and Fast-Moving Consumer Goods (9).