Valuable brands provide effective solutions to people’s problems, hence making them indispensable.
For the sixth year in a row, Apple and Google claimed the top 1 and 2 spots, respectively, in Interbrand’s Best Global Brands 2018 report.
Valued at $214 billion, Apple remains the world’s most valuable brand, while Google’s $155 billion valuation makes it deserving of the second place.
On the other hand, Amazon ascended to the third spot from fifth in 2017 as its brand value increased to $101 billion.
The report cited Amazon as the fastest-growing brand and the most customer-centric company, explaining that:
“When people order household goods 24/7 from Amazon Prime, watch Prime TV shows, party at Prime Live Events, order clothes from subscription service Prime Wardrobe, or purchase sustainably-sourced groceries from recently-acquired Whole Foods, the company analyzes consumers’ interaction data, and then uses it to continually customize and enhance the Amazon experience for every single customer.”
It also regarded Netflix as the second fastest-growing brand of the year, even though it’s outside the top 10, as it managed to climb to the #66 spot from #78 when it first appeared in the list last year.
Here’s Interbrand’s list of the top 10 most valuable brands of 2018:
- Apple ($214bn)
- Google ($155bn)
- Amazon ($101bn)
- Microsoft ($93bn)
- Coca-Cola ($66bn)
- Samsung ($60bn)
- Toyota ($53bn)
- Mercedes-Benz ($49bn)
- Facebook ($45bn)
- McDonald’s ($43bn)
What makes a brand valuable?
The most successful brands are those that are capable of meeting the changing needs and expectations of customers.
Interbrand CEO Charles Trevail said:
“Today we live in a world where consumers have more power than ever, curating their own personal brands in ways we’ve never seen. Brands like Amazon, Spotify and Netflix lead the way in this era by improving our lives in very personal ways.”
However, it’s worth remembering that a single mistake, especially one that could disadvantage consumers, is a major setback.
Take, for example, Facebook whose value declined after five consecutive years of being the fastest-growing brand.
Currently faced with data security issues, the social giant dropped to the ninth spot in Interbrand’s rankings.
What are you doing to improve your brand value? We hope to hear from you in the comments below.
As always, to your continued success,
Dave & Matt