The global brand consultancy firm Interbrand has released its Best Global Brands 2016 report. Now in its 17th year, the report titled 'Anatomy of Growth' reveals and features an insider's view of how great brands grow great businesses.
The report lists out the following as growth hallmarks of the Best Global Brands - a clear strategy for growth, the blurring of traditional sectors, continue to borrow from the best, and cohesiveness for customer centricity.
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 fourth time in a row. While Apple's brand value grew by 5 per cent to USD 178,119 million, Google's brand value rose 11 per cent to USD 133,252 million.
Commenting on the report, Jez Frampton, Interbrand's global chief executive officer, says, "It's clear the best global brands are not just weathering change, but driving it. They understand their 'Anatomy of Growth' is complex, unique, and personal; they look inward and outward, expand into new markets, and create better experiences to grow their brands and businesses."
The third position has been bagged by Coca-Cola while Microsoft, Toyota, IBM, Samsung, Amazon, Mercedes-Benz, and General Electric (GE) have been placed between the fourth and tenth position, respectively.
The ranking is based on the three key components that contribute to a brand's cumulative value - the financial performance of the branded products and services, the role the brand plays in influencing customer choice, and the strength the brand has to command a premium price or secure earnings for the company.
Ashish Mishra, managing director, Interbrand India, says, "There is an increasing shift from businesses leading brands to brands leading businesses. This opens clear avenues of growth. Brands grow businesses by building a strong culture, optimising structures and governance inside the organisations, while anchoring differentiated experiences on the outside."
Interestingly, automotive and technology brands dominate the ranking in this year's report. The automotive brand Tesla has made it to the Top 100 list of the Best Global Brands as has the luxury brand Dior.
The world's five Top Growing Brands include Facebook (48 per cent), Amazon (33 per cent), LEGO (25 per cent), Nissan (22 per cent), and Adobe (21 per cent). According to the report, retail is the Top Growing Sector, having witnessed an increase of 19 per cent, followed by the sporting and luxury sectors, each of which experienced a 10 per cent increase.
With a network of 29 offices in 22 countries, Interbrand, which is part of the Omnicom Group Inc. network of agencies, is a global brand agency that publishes the annual Best Global Brands and Breakthrough Brands reports.
View the full report here