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Lego, PayPal and Lenovo make it to Interbrand's Best Global Brands list

By afaqs! news bureau , afaqs!, New Delhi | In Marketing | October 07, 2015
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Apple and Google have been named the No.1 and No.2 brands in the world, respectively, for the third time in a row.

Global brand consultancy firm Interbrand has released its '2015 Best Global Brands Report' which talks about brands that will succeed in the coming age. The report also identifies the 100 most valuable global brands. Apple and Google have been named the No.1 and No.2 brands in the world, respectively, for the third time in a row.

While Apple, valued at $170.276 billion, increased its brand value by 43 per cent, Google, valued at $120.314 billion, increased its brand value by 12 per cent. Meanwhile, Microsoft, at No.4, has moved ahead of IBM, at No.5. Amazon, at No.10, enters the Top 10 for the first time with a brand value of $37.948 billion.

Five new brands that have entered this year's ranking include Lego (No. 82), PayPal (No. 97), MINI (No. 98), Moet & Chandon (No. 99), and Lenovo (No. 100). Furthermore, Lenovo is the second Chinese brand to appear on the Best Global Brands ranking. The first was Huawei (No. 88), which entered the ranking in 2014.

Technology and automotive brands dominate this year's ranking, holding 28 positions. Technology brands, in particular, dominate collectively making up more than a third (33.5 per cent) of the total value of all 100 brands. Social networking site Facebook, at No. 23, has bagged the spot for this year's top riser (54 per cent).

Jez Frampton

Ashish Mishra

The overall value of the entire table is up 7.4 per cent (from $1.6 trillion to $1.72 trillion).

Commenting on the report, Jez Frampton, Interbrand's global chief executive officer, says, "The Best Global Brands report examines what it takes for brands to succeed in today's hyper-fragmented world. As people demand immediate, personalised and tailored experiences, businesses and brands need to move at the speed of life. Many of the brands in this year's Top 100 are so intuitively aligned with people's priorities that they are able to seamlessly integrate into their everyday lives."

"The new speed of life is creating a churn in which only world-changing brands will thrive. From Apple to Lego and from Facebook to PayPal, the risers and new entrants reflect the fundamentals of world-changing brands - anticipation, co-evolution, co-creation and flexibility. Brands that will succeed are the ones that can foresee the needs of the consumers and address them wherever, whenever they are, using the power of technology," adds Ashish Mishra, managing director, Interbrand India.

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