Apple, Google and Amazon top list of world’s most valuable brands
Tech giants Apple, Google and Amazon have topped a list of the most valuable brands in the world in an influential study.
British car company Jaguar Land Rover came in at 78th on the 100-strong list, while Burberry snatched 94th place and whisky maker Johnnie Walker took 97th.
Spotify made its debut on Interbrand's list, out today, coming in at 92nd place. Chanel re-entered at 23, while Hennessy and Nintendo came on for the first time at 98th and 99th.
Interbrand made the list by calculating brand value based on a company's influence in driving customer choice, financial performance, and its strength compared to competitors.
Apple and Google have now held the top two positions for six consecutive years, although Amazon has been making massive gains after growing by 56 per cent in just one year.
Read more: Ranked: The UK's most valuable brands, according to WPP
2017 new entrant Netflix also saw massive growth last year of 45 per cent, while Gucci jumped up by 30 per cent.
"A decade after the global financial crisis, the brands that are growing fastest are those that intuitively understand their customers and make brave iconic moves that delight and deliver in new ways," said Charles Trevail, global chief executive of Interbrand.
Christian Purser, chief exec, Interbrand London added:
Leading brands are more customer obsessed than ever, bringing the voice of the customer into every aspect of their business, making bold moves and taking calculated risks based on customer understanding. The fastest growing brands across the last five years of the study are typically the most relevant to people’s lives and the most responsive to their changing needs.
Top 10 most valuable brands
| Rank | Brand | Value |
| 1 | Apple | $214bn |
| 2 | $155bn | |
| 3 | Amazon | $100bn |
| 4 | Microsoft | $92bn |
| 5 | Coca-Cola | $66bn |
| 6 | Samsung | $59bn |
| 7 | Toyota | $53bn |
| 8 | Mercedes-Benz | $48bn |
| 9 | $45bn | |
| 10 | McDonald's | $43bn |
Read more: How can brands protect themselves in a murky online world?