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Rabat – For the fifth consecutive year, Apple and Google took the lead in Interbrand’s “Best Global Brands” for 2017.
Apple kept its leading position in 2017. The company’s brand value has increased by 3 percent, reaching USD 184 billion.
Google, in the second position, has seen a 6 percent increase in its value, amounting to USD 141 billion.
The third position was taken by Microsoft, displacing Coca-Cola and reaching a 10 percent increase value at USD 79 billion.
On the other hand, Coca-Cola’s value has dropped by 5 percent to USD 69 billion, occupying the fourth position.
The beverage company is followed by Amazon with a brand value of USD 65 billion, Samsung at USD 56 billion, Toyota at USD 50 billion, Facebook at USD 48 billion recording the biggest value in the list at 48 percent, Mercedes-Benz at USD 48 billion, and IBM at USD 47 billion completing the top 10.
This year’s Best Global Brands list was dominated by technology companies at a combined value of USD 675 billion, followed by automotive brands at collective USD 267 billion.
“[Technology companies] have mastered creating experiences through technology that reinforce the value of the brand itself. For all 10 brands, nothing is invented for the sake of it. New innovations merge seamlessly into an ecosystem of other experiences, totally oriented around the brands themselves,” said Interbrand CEO Jez Frampton.
This year’s new entries include Netflix at the 78th position, Ferrari at 88th, and Salesforce.com at the 84th position.
Interbands’ rating is based on the financial performance of the branded products and services, the role the brand plays in influencing customer choice, and the strength the brand has to command a premium price or secure earnings for the company.
