Two brands break US$100bn brand value mark, but no Aussie brands make Interbrand list

Apple is launching its new Watch product late this year

Apple and Google have claimed the top positions on Interbrand’s Best Global Brands ranking for the second year running, with a Chinese company appearing for the first time.

However, no Australian brands are represented in the top 100 Best Global Brand Report, where for the first time two brands each earned a brand value exceeding USD$100 billion, with Apple increasing its brand value by 21 per cent to be valued at $118.863 billion and Google increasing its value by 15 per cent to $107.43 billion.

“The number one brand this year is Apple again, I guess there are no surprises there,” Interbrand Australia CEO Damian Borchok said at an event launching the report this morning.

“While it’s been criticised about not getting its act together in terms of new product development the last few months have shown they’re working on interesting stuff and I think that will continue into next year.

“It’s the first brand in the list to reach the $100 billion mark in terms of brand value.”

Huawei, the Chinese telecommunications and network equipment provider,  entered the rankings at number 94 and is the first Chinese company to make the list.  It was joined by four other new entrants – DHL in at 81, Landrover at 91, FedEx just behind at 92 and Hugo Boss at 97.

Interbrand global chief executive officer Jez Frampton said: “Huawei’s rapid growth and long-term investments in its brand helped it earn a place among the world’s most valuable brands. Despite its low brand awareness in the U.S., Huawei has gradually expanded its reach around the world. It continues to demonstrate its technological prowess in both its consumer products as well as in its enterprise solutions—and it remains well positioned to meet the needs of customers in both emerging and developed markets.”

Coca-Cola, IMB, Microsoft, GE, Samsung and Toyota rounded out the top 10.

“Six out of the top ten are technology brands unsurprisingly,” said Borchok

“It’s reasonably stable in terms of the list for this year but certainly the brand value growth, particularly around some of the major tech brands, is significant and they continue to gain momentum.”

In terms of sectors in trouble due to lack of innovation, Borchok named education and healthcare.

“Some of the categories we’re seeing that are going to be facing substantial challenges – healthcare and education. If we don’t fix this area we will bankrupt governments. It’s one of the big areas we see technology pouring in very substantially,” he said.

The list:

Miranda Ward

Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.

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topics Apple Google Huawei Interbrand

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