Amazon, Microsoft, Spotify fastest growers in Interbrand's Best Global Brands ranking

Apple retained its top spot, growing its value 38% to USD 323-bn and becoming the first brand to surpass USD 300-bn.

Samsung, Coca-Cola, Toyota, Mercedes-Benz, McDonald’s and Disney completed the top 10, although the value of all of these brands, except Samsung, declined.

The ranking establishes the value a brand contributes to its parent company by assessing the financial performance of a company, the role the brand makes in purchase decisions and its competitive strength.

Tech and media brands dominated the top 10 fastest growers in the list, with Amazon and Microsoft followed by Spotify (70th place, up 52%), Netflix (41st, up 41%) and Adobe (27th, up 41%). 

For the third year in a row, Facebook’s value fell, by 12% to USD 35.2bn — although it moved up a place to 13th in the ranking. But, in a sign of the changing centre of gravity within Mark Zuckerberg’s company, Facebook’s sister brand Instagram was the highest new entrant in the list, at 19th place, with a value of USD 26.1-bn.

YouTube and Zoom have also have entered the list, at 30th and 100th place respectively.

“Leadership, engagement and relevance are three consistent themes we are seeing as brands try to navigate the rapidly changing business landscape,” Charles Trevail, global CEO of Interbrand, said.  “They are the keys to unlock results in the current crisis, building customer confidence and business resilience.”

Trevail continued: “By setting out powerful ambitions and pursuing them with courage and conscience, brands can help us lift our heads, make sense of chaos, and see beyond it, championing a new decade of possibility.”

In the rival BrandZ ranking from Kantar, Amazon has topped the list for the past two years. In February, Amazon was named “the biggest advertiser on Earth” after reporting annual advertising expense soared to USD 11-bn year on year.

(This article first appeared on CampaignLive.co.uk)

(Source: Campaign India)