Tech take over: Apple and Google remain top of the brand tree

Sarah Homewood
By Sarah Homewood | 6 October 2016

It looks like nothing can stop the tech take over, with Apple and Google cementing their one and two positions on Interbrand's global best brand's list.

The two tech giants have been top of the list for four years straight and this latest release doesn’t seem to indicate that's set to change any time soon.

Both brands were considered top risers in 2013, and their growth - while it's slowed down - hasn't stopped. The brands have grown their value 5% and 11% respectively in 2016. Apple's brand value hit an eye-watering US$178 billion, and Google's reached $133 billion.

Next year could see some jostling at the top of the list. Apple has topped it for four years straight with google palying second-fiddle, but Apple has seen something of a backlash of late. Google revealed yesterday it's entering the hardware space with Pixel phones and has had a braodly posititve reaction. Potentially next year's winner could be decided over what's in the palm of consumers' hands.

Brands joining Apple and Google in the top 10 list include: Coca-Cola, Microsoft, Toyota, IBM, Samsung, Amazon, Mercedes-Benz and GE, with technology and automotive brands well and truly dominating the list.

While it didn't make the top 10, Facebook's brand value rose the most this year, growing a staggering 48% to $32,593m.

New entrants to the list this year include automotive disruptor Tesla and fashion house Dior. These brands join the list at #89 and #100 respectively. Dior's entry comes in a year where fellow fashion brands on the list, such as Burberry and Prada, saw declines in value.

Interbrand’s global CEO, Jez Frampton, says: “It’s clear the best global brands are not just weathering change, but driving it.They look inward and outward, expand into new markets, and create better experiences to grow their brands and businesses.”

The top 100 brands have a combined total value of $1,796,384m, an increase of 4.8% from 2015.

You can see the full list of top brands here.

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