Uber and LinkedIn enter Interbrand’s 2019 Best Global Brands Report, Facebook out of top 10, Apple, Google, Amazon keep the podium

Branding, Business, Marketing, Studies

Uber and LinkedIn joined the ranks of the world’s most valuable brands as they made their debut in the 2019 Interbrand Best Global Brands Report. But 20th edition of the Best Global Brands report was less welcome for Facebook at #14 (USD $39,857m) which dropped out of the top 10. Apple, Google and Amazon retained their hold on the top three rankings.

Uber joins the Best Global Brands rankings this year at #87 (USD $5,714m) and LinkedIn at #98 (USD $4,836m).

According to the Interbrand report, Facebook dropped five places from #9 in 2018 to #14 this year.

Facebook first entered the Best Global Brands report in 2012 at #69, seeing a steady stream of growth in the following five years. At its peak in 2017, Facebook was ranked at #8 with a Brand Value of USD $48,188m. 2018 saw the brand’s place slip to #9, and after falling an additional 11.8% in 2019, now sits at #14.

This year’s report positions Apple (USD $234,241m), Google (USD $167,713m), and Amazon (USD $125,263m) as the three most valuable global brands respectively.

Apple and Google retained their top positions for the seventh consecutive year. Apple’s brand value grew by 9% to USD $234,241, while Google’s grew by 8% to USD $167,713m.

The remainder of the Top 10 comprises: Microsoft at #4 (USD $108,847m), Coca-Cola #5 (USD $63,365m), Samsung #6 (USD $61,098m), Toyota #7 (USD $56,246m), Mercedes-Benz #8 (USD $50,832m), and McDonald’s #9 (USD $45,362m) and Disney #10 (USD $44,352). – returning to the top 10.

The 20th edition of Interbrand’s annual brand valuation report features a series of individual sector reports which delve deeper into the travel, retail & luxury, technology, media, automotive, and financial services industries. The top growing sector for 2019 was Luxury. This sector has the highest average brand value change against last year’s figures, rising from USD $105,783 to USD $117,785, an 11% growth rate.

Mastercard was the leading growth brand, shifting 8 places to #62 as a result of a 25% increase in Brand Value (USD $9,430m). Other top performers include Gucci, which ranked #33, increased by 23%, with a valuation of USD $15,949m and Adobe ranked #39, which increased by 20% to USD $12,937m. Dell returns at #63, after a six -year absence, after re-listing on the stock market, (USD $9,086m).

Of the 100 brands featured, 26 saw double digit percentage growthThe combined total value of the Top 100 is $2,130,929m, an increase of 5.7% from 2018. The value of the table in 2018: $2,015,312m 

Twenty years on from our first report, customers today are more informed, more connected and more demanding than ever before through a combination of wealth of choice, erosion of loyalty and shifting frames of reference wanting immediacy, abundance and intimacy – all at the same time.

For decades, the entire discipline of brand-building was based on the concept of brand positioning, but in today’s accelerating markets, customer expectations outstrip static brand positions. Brands can no longer be considered separate to businesses and will be judged on what they do, not just what they say; and about trust, not just delivery.

The age of brand positioning is over. In a world where customer expectations will continue to move faster than businesses, static brand positions and incremental change will just about keep brands in the game – but it will take, brave, we would say ‘iconic’, moves, to make brands leap ahead of customer expectations and ultimately deliver extraordinary business results.

Charles Trevail,

Global Chief Executive Officer Interbrand

Interbrand’s 20th annual report, The End of Positioning, analyses how the Best Global Brands are achieving bold transformation that drives lasting economic value through brand strength.

Interbrand was the first company to have its brand valuation methodology certified as compliant with the requirements of ISO 10668 (requirements for monetary brand valuation) and played a key role in the development of the standard itself.

There are three key pieces of analysis that form the basis of Interbrand’s valuation methodology: The financial performance of the branded products or services, The role the brand plays in purchase decisions and The brand’s competitive strength and its ability to create loyalty and, therefore, sustainable demand and profit into the future

Interbrand has been the world’s leading brand consultancy, for over 40 years – having pioneered iconic work and forged many of the brand building tools that are now commonplace. Interbrand is part of The Brand Consulting Group of Omnicom Group Inc.