Interbrand recently released their top 100 global brands. The top five spots were held by U.S. companies: Apple, Google, Amazon, Microsoft and Coca-Cola. Apple ranked number one for the sixth year in a row, with a brand value of $214.48 billion. Interbrand’s report is based on a brand’s financial performance, the role of a brand in purchase decisions and the loyalty from customers.
The report also showed that Amazon was the fastest growing brand last year, growing their brand value by 56 percent. Charles Trevail, Interbrand’s Global CEO, stated that “brands that are growing fastest are those that intuitively understand their customers and make brave iconic moves that delight and deliver in new ways.” (Chain Store Age, 10.4.18)