Date
18 December 2017
Lego, a newcomer to the best 100 global brand list, has launched crowdsourcing website Lego Idea where fans can upload their creations and vote on them for the company to consider for mass production. Photo: Internet
Lego, a newcomer to the best 100 global brand list, has launched crowdsourcing website Lego Idea where fans can upload their creations and vote on them for the company to consider for mass production. Photo: Internet

What the 100 best global brands table tells us

Brand consultancy firm Interbrand has released its much-awaited report on the world’s most valuable global brands.

For this year, the most noticeable trend is the outperformance by tech firms, according to a show jointly presented by RTHK and the EMBA program of the Chinese University of Hong Kong.

Apple tops the list with a brand value of US$170 billion, up 43 percent. Google comes in second with a brand value of US$120 billion, up 12 percent.

The brand value of Facebook jumped the most with a growth clip of 54 percent, claiming the 23rd spot. Ranked No. 10, Amazon’s brand value also increased by an impressive 29 percent.

One major benefit of a strong brand is the ability to charge a premium over similar products.

What’s common among Apple, Amazon and Facebook is that all three are global platforms.

Only two Chinese firms show up in the top 100 brand table—Huawei (No. 88) and Lenovo (No. 100).

Interbrand puts Huawei’s brand value at US$4.9 billion and that of Lenovo at US$4.1 billion, indicating that Chinese companies have still a lot of work to do in order to catch up in the global arena, despite the fact that these firms are already long-time household names in their home market.

To qualify for the Interbrand ranking, international sales has to account for at least 30 percent. That’s why Alibaba is not on the list.

But as the e-commerce giant keeps expanding its overseas sales, it stands a good chance to become one of 100 most valuable brands worldwide in the next two to three years, Professor Leo Sin Yat-ming said.

Top 10

Apple (#1, +43%)
Google (#2, +12%)
Coca-Cola (#3, -4%)
Microsoft (#4, +11%)
IBM (#5, -10%)
Toyota (#6, +16%)
Samsung (#7, 0%)
GE (#8, -7%)
McDonald’s (#9, -6%)
Amazon (#10, +29%)

Top Risers

Facebook (#23, +54%)
Apple (#1, +43%)
Amazon (#10, +29%)
Hermès (#41, +22%)
Nissan (#49, +19%)

New Entrants

Lego (#82)
PayPal (#97)
MINI (#98)
Moët & Chandon (#99)
Lenovo (#100)

Source: Interbrand

– Contact us at [email protected]

CG

EJ Insight writer

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