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Technology tops most valuable brand list

NEW YORK: September 25, 2017. Apple, Google and Microsoft are the world's three most valuable brands according to Interbrand's latest ranking of 100 best brands.

The consulting company says its Top 100 brands have a combined total value of US$1.87 trillion, an increase of 4.2 percent from 2016.

Now in its 18th year, Interbrand constructs the ranking based on three components: a company's financial performance; the role the brand plays in influencing customer choice; and the strength the brand has to command a premium price or secure earnings for the company.

UPS and Daimler electric vehicleIn addition to UPS at No.27, up seven percent in brand value over the past year; FedEx, No.72 and up 12 percent; and DHL with no change at No.76; the list features three new entrants: Netflix at No.78, Salesforce at No.84 and Ferrari at No. 88.

Interbrand says the logistics sector – as represented by the three companies – is "fast-shifting" and thrives by integrating technology and "leaning hard on core logistics missions".

However, it warns, while "tech-fueled solutions" in fleet management and route optimization has had the triple benefit of improving productivity, enhancing customer service and slashing CO2 emissions, new non-traditional modes of delivery, from drones to cargo-sharing, will mean UPS, FedEx and DHL "will have to lean on the strength of their traditionally-visible brands while being open to new growth partnerships".

"We are living in one of the most exciting periods of change -societal, technological, industrial - that impacts every aspect of commerce and life," said Interbrand CEO Jez Frampton. "In this ever-shifting context, growth becomes more challenging, which is why businesses need brands more than ever."

For the past five years Apple and Google have held the top positions on the Interbrand list with Apple's brand value growing 3.0 percent in the past 12 months to US$$184.15 billion, followed by Google with a six percent jump to US$141.70 billion.

More than half of the 100 brands come from four sectors: Automotive (16), Technology (15), Financial Services (12), and Fast-Moving Consumer Goods (9). Retail is the fastest growing sector at 19 percent followed by Sporting Goods (10 percent), Technology (8.0 percent), Logistics (7.0 percent) and Financial Services (6.0 percent).

Interbrand notes the five fastest growing brands this year are Facebook (48 percent), Amazon (29 percent), Adobe (19 percent), Adidas (17 percent), and Starbucks (16 percent).

(Pictured: On September 14, 2017 UPS became Daimler Trucks' first commercial U.S. customer of its electric 'eCanter' vehicles.)

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