The worldwide brand consultancy Interbrand has released its annual global rankings, rating the comparative value of the world’s biggest brands, and Lego is the highest-ranked newcomer at number 82 and the only Danish company in the top 100. IBM and Microsoft switched places, moving to Nos. Google follows close behind with Coca Cola taking the third sport, according to a study of the top 100 brands put together by Interbrand. Heading in the opposite direction was Volkswagen which slumped four places from the 31st spot it held previous year amidst the fallout from an emissions cheating scandal.
Technology and automotive brands dominate this year’s ranking, holding a combined 28 positions.
Apple has been named the world’s most valuable brand after the release of its smartwatch and iPhone 6S helped push up sales.
Interbrand measures the success of brands on a combination of three attributes: financial performance, influence over customer choice and the strength a brand has to command a premium price.
The only other company that managed to beat Apple’s 43% increase in brand value is Facebook, with a 54% increase and a $22 billion brand value appraisal, following last year’s huge 86% brand value increase.
As the tech industry tops, the creative fields struggle to catch up in the brand space.
Jez Frampton, Interbrand’s global chief executive officer, said, “The report examines what it takes for brands to succeed in today’s hyper-fragmented world”.
The new entrants in the list are Lenovo at rank 100; Lego, PayPal, Mini and the Champagne brand Moet & Chandon.
“All the brands in the top are there for a very good reason…They’ve either transformed or made better how we live our lives”. Nokia and Nintendo, however, both dropped out of the rankings.