Apple, with a value of 214.480 million dollars, tops the ranking Best Global Brands 2018 published by the strategic brand consultancy Interbrand. It is the first time in the history of this ranking – which has reached its 19th edition – that the value of a brand exceeds 200,000 million dollars, and Apple has achieved this after increasing its value by 16% compared to the previous year.
The second place in the ranking of Interbrand is Google, with a value of 155.506 million dollars, 10% more than in 2017. The third position is for Amazon, which is the brand that grows the most in value (56%) respect to the previous year and stands at 100.764 million dollars.
The brands that complete the top ten of the list are, in this order, Microsoft (92.715 million dollars), Coca-Cola (66.341 million dollars), Samsung (59.890 million dollars), Toyota (53.404 million dollars) , Mercedes-Benz (48,601 million dollars), Facebook (45,168 million dollars) -which has lost 6% of value this year- and McDonald’s (43,417 million dollars).
The following chart shows the 25 most valuable brands in 2018 according to the Interbrand Best Global Brands 2018 study:
In the edition of this year’s Interbrand ranking, the brands that grow the most in value are, in addition to the aforementioned Amazon, Netflix (45%), Gucci (30%), Salesforce.com (23%) and Louis Vuitton (23%).
The only two Spanish brands that are among the 100 most valuable in the world according to Interbrand are Zara and Banco Santander.
Zara is ranked number 25 with a value of 17,712 million dollars, 5% less than last year. Despite falling into a position in the global ranking, Zara is positioned as the world leader in its sector after overtaking H & M. Santander is ranked 69th with a value of 7,547 million dollars, 13% more than in 2017.
According to the general director of Interbrand Madrid, Nancy Villanueva, “the Spanish brands that appear in Best Global Brands are characterized by the courage with which they have tackled the digital transformation of their businesses around the world.” In his opinion, “listening more than ever to their customers, anticipating their needs, the two most global Spanish brands – Zara and Santander – continue to reformulate their respective sectors, marking the way for many competitors.”
By sectors, luxury is the one that has experienced greater growth this year, followed by retail.
In the list of most valuable brands this year there are two new features: Spotify, which is ranked 92 with a value of 5,176 million dollars, and Subaru, which appears in the number 100 with 4,214 million dollars in value. In addition, three brands that had disappeared years ago from the ranking of the hundred most valuable are again placed in it: Chanel (23rd), Hennessy (98) and Nintendo (99).
The annual ranking of Interbrand is based on three components that determine the accumulated value of a brand, as explained on the consultant’s website: the financial performance of the products and services of each brand, the role played by the brand in influencing the choice of the client, and the strength that the brand has to impose a Premium price or ensure profits to the company.
On the website Best Global Brands you can download the full report and consult a wide variety of interactive content on the most valuable brands in the world.