Interbrand has published its rankings of Best Global Brands rankings for this year and the top 10 is full of tech companies. Apple is in the top spot, Google is in second place, IBM is in fourth, and Microsoft and Samsung are in fifth and seventh, respectively. The rankings are based on three things: the financial performance of the service or products, how that brand influences consumer choice, and the ability of the brand to demand a premium price. Up until 2012, Coca-Cola had the top spot; Apple unseated it. Now, due to Google’s improvement in rank, Coca-Cola is down to third place, despite the successful marketing campaign where people’s names were placed on bottles.
According to Interbrand’s Global CEO Jez Frampton, “Apple and Google’s mercuric rise to more than USD $100 billion is truly a testament to the power of brand building.”
This year also saw huge gains for Facebook, in 29th place, and Amazon in 15th place, wand it was the first time a Chinese brand, Huawei, made it onto the list (in 94th place).
