The World's Most Valuable Brands In 2017: Apple, Google, Coca-Cola And More

Interbrand unveiled its18th annual Best Global Brands report on Monday, and technology is dominating.

To little surprise, Apple Inc AAPL, Alphabet Inc GOOG GOOGL's Google and Microsoft Corporation MSFT top the list as the three most valuable brands. These companies are also the three most valuable in the world in terms of market cap.

Also of note, Facebook Inc FB was also able to break into the top ten for the first time ever at No. 8.

Some notable new entrants to the 2017 list include: Netflix, Inc. NFLX at No. 78, salesforce.com, inc. CRM at No. 84 and Ferrari NV RACE at No. 88.

The total brand value for 2017 was $1.87 trillion, where Apple’s brand value alone was listed at $184 billion.

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The rankings are based on three key components that contribute to the brand’s cumulative value:

• 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.

“We are living in one of the most exciting periods of change — societal, technological, industrial — that impacts every aspect of commerce and life,” said Jez Frampton, Global Chief Executive Officer of Interbrand. “In this ever-shifting context, growth becomes more challenging, which is why businesses need brands more than ever. The Best Global Brands understand that brands are the platform for growth.”

The Top 10 List

• 1. Apple.
  2. Google.
  3. Microsoft.
  4. The Coca-Cola Co KO.
  5. Amazon.com, Inc. AMZN.
  6. Samsung Electronic SSNLF.
  7. Toyota Motor Corp (ADR) TM.
  8. Facebook.
  9. Mercedes-Benz.
  10. International Business Machines Corp. IBM.

According to Interbrand, the five top growing brands were Facebook (48 percent growth), Amazon (29 percent), Adobe Systems Incorporated ADBE (19 percent), adidas AG (ADR) ADDYY (17 percent) and Starbucks Corporation SBUX (16 percent).

More than half of the Best Global Brands on the list came from four sectors: Automotive (16), Technology (15), Financial Services (12) and Fast-Moving Consumer Goods (9).

Given how important brands are to the retail environment, retail was the top-growing sector in percentage terms (19 percent).

Interbrand will hold its Best Global Brands Summit on Sept. 27 at One World Trade in New York.

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