Dive Brief:

• Apple remains atop Interbrand’s list of the top 100 Best Global Brands for the 10th consecutive year, according to information provided by the research company. Apple’s brand value increased by 18% to more than $482 million.
• Microsoft, which overtook Google as the third most valuable brand last year, has now surpassed Amazon to take the number two spot. Microsoft’s brand value grew 32% for a total of $278 million. Other big movers included Tesla, coming in at no. 12, and Chanel, coming in at no. 22, both of which had 32% year-over-year brand value growth.
• New entrants to the top 100 list included Airbnb, Red Bull and Chinese tech brand Xiaomi. Meanwhile, Uber, Zoom and John Deere all dropped from the list.

Dive Insight:

The overall value of the combined 100 ranked companies on Interbrand’s list exceeded more than $3 trillion, up 16% from last year, with the top 10 companies accounting for 53% of the total. At a time of heavy market volatility and economic uncertainty, the ability of the top 100 brands to grow overall value demonstrates how brand strength correlates to economic success, according to Interbrand. 

When Interbrand compared the fastest risers in terms of brand value to the fastest-falling brands, three qualities stood out: direction, agility and participation. The fastest rising brands aligned their organizations around a clear, defined ambition (direction); moved fast, bringing new products and services to market and addressing customers’ needs (agility); and providing inclusive platforms that made consumers part of a movement to create an engaging brand world (participation). 

Technology brands continue to dominate the ranking. In addition to Apple, Microsoft and Amazon, the top 10 list included Google (no. 4) and Samsung (no. 5). The list also included automakers (no. 6 Toyota, no. 8 Mercedes-Benz), food (no. 7 Coca-Cola), entertainment (no. 9 Disney) and apparel (no. 10 Nike). This year marks Nike’s first appearance in the top 10, edging out McDonald’s. 

Interbrand derives its brand value calculation from three key pieces of analysis: the financial performance of the branded products or services, the role brand plays in purchase decisions and the brand’s competitive strength and ability to create loyalty. 

“Genuine Brand Leadership — and with that genuine brand value — is forged through an unending commitment to understanding their customers and integrating with their lives, wants and needs,” said Emma Ellis, managing director of Interbrand London, in a release. “Brands that lead with empathy at the forefront of what they do and how they do it are the ones that will forge greater connections and benefit from stronger affinity, and this is reflected in this year’s rankings.”