The list of Best Global Brands of 2015 by Interbrand, a global brand consultancy, has been rolled out recently. Of course, it’s once again Apple Inc. (NASDAQ:AAPL ) retaining the helm for the third consecutive year with $170 billion brand value. So, with this, Technology industry once again leads the race with the Google Inc (NASDAQ:GOOGL) holding the second position followed by the Coca-Cola Co (NYSE:KO). The top three best global brands remain the same as the last year.
Brand as the word has a far-reaching impact. Though it is not uniformly understood but it is used often. However, a reliable brand drives high scores indeed making it lucrative. Therefore, It is important for the entrepreneurs to keep their positions high in the brand race
Apple performed a commendable job for the third time in a row. With the re-entry of Steve Jobs in 1996 the company gained traction and is on the race to reach new heights. The company has also topped the Forbes’ list of World’s Most Valuable Brands for the fifth time consecutively. Forbes’s also claims that the brand value of Apple is valued to be twice as much as any other brand on the planet.
Google stands to be second among the Global best brands of Interbrand with $120 billion brand value. The company, however, is at the third position on the Forbes’ list with $65.6 billion brand value.
The Interbrand evaluates the brands on the basis of brand loyalty, customer response and retention, and the financial performance. Every year the company releases the much-respected list of World’s Best Brands after evaluating their brand performances at various parameters closely.
The world’s largest software company Microsoft Corporation (NASDAQ:MSFT) climbed up from fifth position last year to fourth position leaving IBM behind. But it is Facebook Inc. (NASDAQ:FB) which made a great transition jumping up from 29th position last year to 23rd position with 54% increase in the brand value. Yet, the social networking titan failed to make into top ten best global brands this year again despite soaring valuation and humongous user base of internet users.
This year, internet companies have recorded the maximum surge in their brand value. By this parameter, Facebook tops the list with more than doubling its brand value compared to the latest year. While Apple’s brand value surged up by 43%, Amazon has recorded 29% surge in its brand value, reaching US$37.9 billion. 28 brands who have made to the list this year have recorded double-digit growth in their brand value.
Best Brands 2015: Automotive & Tech Companies Rule
Once again, the list is dominated by brands belong to Automative and Technology sector. These two sectors, together, secured 25 positions in the list. Automotive topped with 15 brands in the list, followed by Technology with 13 and Finance with 12 positions.
As expected, Toyota, BMW and Mercedes-Benz have emerged as the top brands of Automotive sector in 2015. In Technology sector, it is Apple, Google and Microsoft that have topped the chart. This year, due its spectacular performance in smartphone segement, Lenovo Group Limited (OTCMKTS:LNVGY) has earned a position in the list, albeit the last.
The Korean electronic giant Samsung Electronics has not received any surge in its brand valuation and stayed at 7th position in the overall list and 4th position in Technology sector. While Intel Corporation, SAP Corporation, Adobe Systems, and Huawei have made to the list with double-digit gain in their brand valuation, Cisco and HP are the only tech brands whose brand valuation has declined by 3% compared to the last year.
Interestingly, Technology has emerged as the only sector in the list that has the maximum (3) number of top gainers: Apple, Facebook, and Adobe.
The United States Is the Home
Once again 2015 also has been the year of brands from the United States. Overall, 52 brands on the list belong to the United States with eight out of top ten hailing from the region. With Asia Pacific emerging as the new haven of technology, is home for 11 best global best brands of 2015. Europe and Africa region, together, home 35 best global brands.
Best Global Brands 2015: The Losers
Nintendo and Nokia were dropped out of the list this year with PayPal and Lenovo making their entry into the list. However, Lenovo managed to stand on the 100th position with $4,114 million and PayPal hold the 97th position with $4,251 million. Apart, from this the three more new brands that got into the list are Lego, Mini, and Moet & Chandon Champagne.