A new submission from renowned brand consultancy firm, Interbrand, has just ranked the world’s top brands according to the strength of their brand image in 2019. And there’s one rather conspicuous absentee.
As tech companies like Google, Amazon, and Microsoft continue to consolidate on their position as the world’s strongest brands, it appears some others are struggling to keep up appearances.
Facebook missed out altogether on the top 10 brands in 2019, with Interbrand’s ranking deeming the company out-of-favour in the current year. Mark Zuckerberg’s company was the most high-profile absentee in the top 10.
Interbrand’s ranking is based on current brand strength. This was achieved by looking at three main factors; how positive is the perception of the brand across the world; what value does the brand itself add to the company; and, what plans does the brand have for the future.
The firm then calculated “overall financial return to an organization’s investors, or its economic profit,” as well as “the ability of the brand to create loyalty and, therefore, sustainable demand and profit into the future.”
With all these criteria, Interbrand came up with its top 10 strongest brands for 2019. And Facebook appears to be the most high-profile brand to miss out in a class in which tech brands heavily featured.
Facebook placed 14th on the top brands list while Google, Amazon, and Apple were placed at the very top of the pile.
Facebook’s drop in the rankings may have been caused by the recent scandals and snafus that seem to be following the company everywhere these days.
Below are the top 10 global brands in 2019 according to Interbrand:
1. Apple (Brand Value: USD 234.2 Mn)
The world’s strongest brand in 2019, according to Interbrand, is tech giant, Apple. With a market cap of about USD 1 Tn, the tech giant nabbed the top spot, beating Google in terms of brand value. It grew 9 percent in the last year.
2. Google (Brand Value: USD 167.7 Mn)
Google was beaten to the top spot but clearly showed its dominance in the world’s household names, as it had the second-highest brand strength. With a market cap of USD 869 Bn, the brand grew 8 percent.
3. Amazon (Brand Value: USD 125 Mn)
Jeff Bezos is the richest man on the planet and his company, Amazon, is among the world’s biggest brands. Amazon’s market cap stands at USD 885.3 Bn. The brand grew 24 percent in the last year.
4. Microsoft (Brand Value: USD 108.8 Mn)
Microsoft is worth USD 1 Tn by market cap. It is one of the world’s leading brands, one of five tech companies in the top five. Its brand has improved markedly this year by 17 percent.
5. Coca-Cola (Brand Value: USD 63.4 Mn)
The Coca-Cola brand actually slumped by 4 percent from last year, as has been the case since 2014. Despite that, it sits at number 5, showing the strength of the brand.
6. Samsung (Brand Value: USD 61 Mn)
Samsung is one of the leading tech giants in the world with a market cap of USD 284 Bn. Its brand value grew by 2 percent in the last year.
7. Toyota (Brand Value: USD 56.2 Mn)
Toyota, the Japanese carmaker, has a market cap of about USD 222 Bn. And according to Interbrand, it has grown its brand value by 5 percent since last year.
8. Mercedes-Benz (Brand Value: USD 50.8 Mn)
According to Interbrand, the automaker’s brand value increased by 5 percent.
9. McDonald’s (Brand Value: USD 44.53 Mn)
McDonald’s has a USD 158.5 Bn market cap. In the last year, its brand value grew by 4 percent. The company has consistently grown its brand value since 2003.
10. Disney (Brand Value: USD 44.3 Mn)
Disney’s market cap currently hovers around USD 240.2 Bn. A number of ambitious moves have seen its brand value grow by 11 percent since last year, as per Interbrand’s calculations.
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