Apple, with a value of 214.480 billion dollars, leads the Best Global Brands 2018 ranking 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 billion dollars, and Apple has achieved it after increasing its value by 16% compared to the previous year.
The second place in Interbrand's ranking is occupied by Google, with a value of 155.506 billion dollars, 10% more than in 2017. The third position is for Amazon, which is the brand that grows the most in value (56%) compared to the previous year and stands at 100.764 billion dollars.
For the last six years, Apple and Google have occupied the top two positions in Interbrand's ranking. Along with Amazon, they are the only brands whose value exceeds 100 billion dollars.
The brands that complete the top ten positions on the list are, in this order, Microsoft (92.715 billion dollars), Coca-Cola (66.341 billion dollars), Samsung (59.890 billion dollars), Toyota (53.404 billion dollars), Mercedes-Benz (48.601 billion dollars), Facebook (45.168 billion dollars) – which has lost 6% of its value this year – and McDonald's (43.417 billion dollars).
The following graphic shows the 25 most valuable brands in 2018 according to Interbrand's Best Global Brands 2018 study:
The only two Spanish brands that are among the hundred 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 one position in the global ranking, Zara is positioned as the world leader in its sector after surpassing H&M.
For its part, Santander is located in position number 69 with a value of 7,547 million dollars, 13% more than in 2017.
According to stated 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 approached the digital transformation of their businesses around the world." In her 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, setting the path for many competitors."
By sectors, luxury is the one that has experienced the greatest growth this year, followed by retail.
In this year's list of most valuable brands there are two new additions: Spotify, which is in position 92 with a value of 5,176 million dollars, and Subaru, which appears at number 100 with 4,214 million dollars in value. In addition, three brands that had disappeared from the ranking of the hundred most valuable years ago are back in it: Chanel (in position 23), Hennessy (98) and Nintendo (99).
Interbrand's annual ranking is based on three components that determine the accumulated value of a brand, as explained on the consultant's website: the financial performance of each brand's products and services, the role the brand plays in influencing customer choice, and the strength the brand has to impose a premium price or ensure profits for the company.
On the website Best Global Brands you can download the complete report and consult a wide variety of interactive content about the most valuable brands in the world.