Tech companies stand out as the world’s top brands of last year.
Brands in tech stood out, such as Apple, Google, Microsoft, and Amazon, while Spotify and Harley Davidson and were courting less favor with consumers. Facebook fell out of the top 10 to 14th place and sportswear giant Nike came in at 16th place.
- Apple, with a brand value of $234.2 million | It grew 9% in the last year, through differentiation, governance, and engagement.
- Google, ($234.2 million) | The Google the brand grew 8% among presence and relevance featured, but also on responsiveness.
- Amazon, ($125 million) | Its strengths were responsiveness, relevance, and presence, as the brand grew 24% in the last year.
- Microsoft, ($108.8 million) | Microsoft improved markedly this year by 17%, due to clarity, relevance, and responsiveness.
- Coca-Cola, ($63.4 million) | Coca-Cola’s brand has actually declined in the last year 4% and has been doing so since 2014. Despite that, it sits at number 5, showing the strength of the brand – led by presence, authenticity, and commitment.
- Samsung, ($61 million) | It showed responsiveness, relevance and authenticity.
- Toyota, ($56.2 million) | In the last year, the Japanese brand has grown 5%. Interbrand based this on relevance, authenticity, and presence.
- Mercedes-Benz, ($50.8 million) | The brand value of Mercedes-Benz, owned by Daimler, increased by 5%, through its commitment, relevance and responsiveness.
- McDonald’s, ($44.53 million) | Interbrand said its strengths were commitment, differentiation, and presence. With the rollout of a plant-based burger with Beyond Meat, it could yet still grow.
- Disney, ($44.3 million) | Its brand value has grown 11% in the last year, according to Interbrand, after a mammoth year in film with “The Lion King,” “Toy Story 4” and “Avengers Endgame.”
A chart from Statista shows the brand value of the top industries in 2019 (in billion USD).