Tech dominates as Lego and PayPal feature in 100 most valuable brands

The top ten was largely made up of technology brands, with Microsoft, IBM, Samsung and Amazon all featuring. Also in the top ten per cent were Coca-Cola, GE, Toyota and McDonald’s.

Brands with the biggest value growth over the last 12 months were Facebook (54 per cent), Apple (43 per cent), Amazon (29 per cent), Hermes (22 per cent) and Nissan (19 per cent).

The most significant new entrants to the ranking were Lego, PayPal, MINI, Moet & Chandon and Lenovo. Joining Huawei, Lenovo is the second Chinese brand to appear.

The new entrants in 2014 were DHL, Land Rover, FedEx, Hugo Boss and Huawei.

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“The Best Global Brands report examines what it takes for brands to succeed in today’s hyper-fragmented world. As people demand immediate, personalised and tailored experiences, business and brands need to move at the speed of life,” commented Interbrand’s CEO Jez Frampton.

“Many of the brands in this year’s Top 100 are so intuitively aligned with people’s priorities, that they are able to seamlessly integrate into their everyday lives.”

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Interbrand determines the top 100 by analysing factor such as delivering on customer experience and driving economic value. It also includes: the financial performance of the branded products and services; the role the brand plays in influencing customer choice; the strength the brand has to command a premium price or secure earnings for the company.

Those failing to make the cut this year included Pizza Hut, Nokia, Gap, Nintendo and Duracell. Only six in the top 100 are UK-based, with HSBC leading the way in 37th place with a value of $11.66bn.

The 20 most valuable brands in the world:

  1. Apple ($170.3bn)
  2. Google ($120.3bn)
  3. Coca-Cola ($78.4bn)
  4. Microsoft ($67.7bn)
  5. IBM ($65.1bn)
  6. Toyota ($49bn)
  7. Samsung ($45.3bn)
  8. GE ($42.3bn)
  9. McDonald’s ($39.8bn)
  10. Amazon ($37.9bn)
  11. BMW ($37.2bn)
  12. Mercedes-Benz ($36.7bn)
  13. Disney ($36.5bn)
  14. Intel ($35.4bn)
  15. Cisco ($29.9bn)
  16. Oracle ($27.3bn)
  17. Nike ($23.1bn)
  18. HP ($23.1bn)
  19. Honda ($23bn)
  20. Louis Vuitton ($22.3bn)

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