Interbrand, New York's No°1 consulting company for brand evaluation, strategy and management, has produced its yearly ranking of the 100 most valuable brands. Interbrand's methodology, the first to be ISO certified, analyses three factors:
- the financial performance of products or services marked by the brand
- the role of the brand in the process of customer purchasing
- the brand's competitive strength and its risk profile.
The total value of existing brands in Interbrand's ranking
$1,872 billion. Over the last decade the cumulative value has increased by 54% (it was $1,214 billion in 2008).
Again, this year it is the technology that leads the group, with six companies in the top ten. Apple (at the top of the rankings for the fifth consecutive year, with a brand value of $184.2 billion, up 3% on 2016), Google and Microsoft are on the first three steps of the podium. Even though this is a confirmation for "Big G" (brand value of $141.7 billion, up 6% on 2016), the best performance goes to Microsoft, which has gone from fifth place in 2012 to 2014, to fourth in the two-year period of 2015-2016 and now to third (with an estimated value of nearly 80 billion, 10% more than 72.8 the year before) overtaking Coca-Cola.
The retail sector, represented by the brands Amazon
, Ikea and eBay, has the highest growth rate with an increase of 19%. There are 9 brands in the huge consumer industry, including Lego, which showed the largest growth at 5%. Of the 16 brands that achieved double-digit growth were Facebook (48%), Amazon (29%), Adobe (19%), Adidas (17%), Starbucks (16%), Huawei (14%), PayPal (12%) and two major banks (Goldman Sachs 16% and Morgan Stanley 14%).
There are three new entries to report: Netflix (78th place with $5.6 billion), the software company Salesforce (84th place with a $5.2 billion brand value), and Ferrari (88th place with $4.9 billion) one of the three Italian brands in the rankings. The other Italian brands are Gucci (who, however, belong to the French group Kering) and Prada.