The Most Valuable Brands in the World – Apple Tops the List, Huawei at 68 Position
Highly anticipated by marketing professionals, the 2018 Interbrand ranking of the 100 most powerful brands in the world has just been released
Interbrand said Thursday it’s annual top 100 ranking of the world most valuable brands published. In the meanwhile, the 19th year of the Best Global Brands, Apple has again named the most valuable brand in the world. With a brand value of $214.48 billion, the iPhone group is the first brand in the history of Best Global Brands to crack the two hundred-billion-dollar barriers.
The new number three is called Amazon. The online retailer increases its brand value by 56 percent. It marks Amazon’s most significant growth of all Best Global brands this year, as well as a single brand since Facebook in 2014. The spectacular growth of this brand is based on its success in the redefinition of the laws of commerce. Amazon is a leader in user and consumer experience, innovation and responsiveness.
Apple, Google, and Amazon are the three most valuable brands in its 2018 Best Global Brands report, with both luxury and retail as the two dominant industries.
This year, the list features two new entrants and three re-enters: Spotify in 92nd position ($5,176 million), Subaruna 100th position ($4,214 million), Chanel reinstated in 23rd position ($20,005 million last time in 2009), Hennessy in 98th position ($4,722, last time in 2009) and Nintendo in the 99th position ($4,696 million, last time in 2014).
For six consecutive years, Apple and Google hold the top positions. Apple’s brand value grew 16% to $214,480 million and Google 10% to $155,506 million. Amazon has grown by 56 percent and is the third-largest brand to reach $100 billion and is the top performing company among 28 brands with double-digit percentage growth. Following Microsoft in fourth place ($92.715 million), Coca-Cola ($66.341 million), Samsung ($59.890 million), Toyota ($53.404 million), Mercedes-Benz ($48.601 million) and Facebook ($45,168 million). McDonald’s (USD $43,417 million) returns to complete the Top 10 brands.
Netflix (45%), Gucci (30%), the new entrant in 2017, Salesforce.com (23%) and Louis Vuitton (23%) also enter the list. After five years as the Top Growing Brand, the Facebook brand fell 6%.
More than half of the best global brands came from five sectors: automotive (16), technology (13), financial services (12), luxury (9) and fast consumer goods (9). Luxury is the fastest growing new sector (42%), which replaces retail, which continues with impressive growth in second place (36%). Electronic is the third (20%), sporting goods are the fourth (13%), followed by financial services (10%).
There are three key pieces of analysis that form the basis of Interbrand’s valuation methodology:
- The financial performance of brand products or services.
- The role played by the brand in purchasing decisions.
- The competitive strength of the brand and its ability to create loyalty and sustainable demand and profits in the future.
Huawei climbed two places at no 68
China’s Huawei this year rose two positions from 2017 and was named the world’s 68th most valuable brand. The company’s brand value increased by 14% to US$7.6 billion.
Leading brands like Huawei are driven by their desire to be helpful and to create products, tools, and services that can solve consumer problems. Their marketing is intended to serve, not just sell. Another highly differentiating element is the ability of brands to be courageous and daring to take risks in the short-term while being part of a long-term vision.
In recent times, Chinese manufacturer Huawei has performed very well in the market, and the brand is becoming more and more relevant in the world. Huawei is now the second largest mobile manufacturer in the world beating Apple and behind Samsung. The company is also aggressively developing and promoting artificial intelligence in most of its services and products.
The rise of Huawei is unbelievable. The Chinese company is present in the top 100 since 2014, the year in which it ranked 94th. The situation has improved rapidly and, the company is preparing to launch the new flagship Huawei Mate 20 and Mate 20 Pro.