LONDON — Apple, Google and Coca-Cola have topped Interbrand’s 2016 Best Global Brands ranking, an annual index of the 100 most “valuable” brands, based on financial performance, influence over customer choice and strength to command a premium price or impact company earnings.
While this year’s list is dominated by automotive and technology names, some 16 fashion, luxury and retail brands have made the cut. Dior has made its debut at number 89, with a brand value of $4.91 billion.
This is the 17th annual report from the brand consultancy and in addition to publishing the rankings and values in dollars, Interbrand has also noted whether the brand’s equity has risen or fallen year-on-year, based on its own methodology.
At number one, Apple’s value is $178.12 billion, 5 percent higher than last year, while Google’s is $133.25 billion, 11 percent up on last year. While Coca-Cola came in third, its value fell 7 percent to $73.10 billion.
It’s the fourth year in a row that Apple and Google have topped the chart. Interbrand also noted the fastest-growing brands in terms of value include Facebook, Lego and Amazon.
Jez Frampton, Interbrand’s global chief executive officer, said the best global brands are not just weathering change but driving it. “They look inward and outward, expand into new markets, and create better experiences to grow their brands and businesses,” he said.
Amazon ranked at number eight, its value rising 33 percent to $50.34 billion, while Louis Vuitton was the top luxury fashion brand at number 19. With a value of $24 billion, 8 percent higher than last year, it fell just behind Nike, whose value is $25.03 billion, 9 percent up from 2015.
H&M, Zara, Hermès, L’Oréal, Gucci, Adidas, Cartier, Tiffany & Co., Prada, Burberry and Ralph Lauren are also on the list. Zara, Hermès and Adidas all saw their values increase in the double digits, to $16.77 billion; $12.83 billion, and $7.89 billion, respectively.
Others saw a sharp decline in value: Tiffany & Co. and Burberry were both down 9 percent, to $5.76 billion and to $5.36 billion, respectively, while Prada and Ralph Lauren each dropped 12 percent to $5.50 billion and to $4.09 billion, respectively.
Rebecca Robins, global director at Interbrand and coauthor of the book “Meta Luxury: Brands and the Culture of Excellence” with Manfredi Ricca, said the past year has been significant for luxury brands overall.
“They have been through so much transition, and there has been a big shakeout in the sector,” Robins said, adding that Hermès is in a space of its own, consistently looking at the long view, while Burberry will be “one to watch” over the next two to three years as it takes shape under incoming ceo Marco Gobbetti and a new strategy.
Gucci came in at 53rd and was the top Italian brand on the list. Over the past year, its brand value climbed 6 percent to $9.39 billion.
Marco Bizzarri, Gucci’s president and ceo, said this year’s ranking was particularly sweet because 2015 had been a year of reinvention.
“The dynamic momentum behind the brand today is being driven by the consistent and coherent implementation of our creative director Alessandro Michele’s…vision across all of our touch points,” he said, adding that the growth Gucci is seeing is from gaining market share rather than new store openings.
He said there is still “tremendous organic growth potential” ahead from leveraging the brand’s existing store network.
The top 100 brands have a combined value of $1.80 trillion, an increase of 4.8 percent from 2015, according to Interbrand.