Most valuable brands: Google gains ground
At the top of the annual Best Global Brands interbrand rankings nothing has changed: Apple was able to keep its leadership of the Top 100 world's most valuable brands, with its brand value up five percent to USD 178.1 billion – in the past year Apple grew another 43 percent . Google in second place has gained some ground again, with the search engine operator's brand value up eleven percent to USD 133.2 billion. Coca-Cola in third place registered a seven percent slide to USD 73.1 billion.
While IBM slipped another 19 percent to USD 52.5 billion, Amazon and Facebook are among the star performers in the Top 100. Amazon's 33-percent gain (USD 50.3 billion, eighth place) is surpassed only by Facebook, which rose up the rankings once again.
After a 54-percent gain to USD 22 billion and a leap from number 39 to 23, the social network brought in an additional rise of 48 percent this year. Its current value of USD 32.6 billion boosts it to 15th place in the ranking. Other strong performers were Adobe (up 21 percent) and Lego (25 percent gain).
Mercedes-Benz is the only German company in the current Top 10 interbrand ranking (USD 43.5 billion), while a second German carmaker almost makes the cut, with BMW at 11th place (USD 41.5 billion). Volkswagen continues to suffer from its emissions scandal in terms of brand value. Like last year already, it lost another nine percent in recent months, and at USD 11.4 billion has fallen to 40th place. Newly entering the ranking is electric car manufacturer Tesla at 100th place, with a brand value of USD 4 billion.