Interbrand has announced that Apple, Google, and Amazon are the three most valuable brands in its 2018 Best Global Brands report with the first topping the list for the sixth time in a row.
For six consecutive years, Apple and Google have held the top positions. Following Microsoft at #4 are Coca-Cola, Samsung, Toyota, Mercedes-Benz, Facebook, and McDonald’s.
This year, the Best Global Brands report features two new entrants and three re-entrants. Spotify joins at #92, and Subaru at #100 for the first time. Chanel re-enters at #23. Hennessy also returns at #98, and Nintendo at #99.
Valuation is calculated based on a company’s financial performance, a brand’s ability to influence customer purchases, and the extent to which it can support premium pricing. (Interbrand is a brand consultancy firm.)
