Apple and Google have once again snagged the top two spots on Interbrand’s list of the 100 Best Global Brands.
After ousting Coke from the top spot last year, Apple retained the No. 1 spot with a brand value of $118.9 billion, a 21 percent increase from last year. Google is No. 2, assessed at $107.43 billion, which represents a 15 percent increase. This is the first time that the list has had more than one brand exceeding $100 billion in value.
“Apple and Google’s meteoric rise to more than $100 billion is truly a testament to the power of brand building,” said Jez Frampton, Interbrand’s global CEO. “These leading brands have reached new pinnacles by creating experiences that are seamless, contextually relevant and based around integrated products and services, both physical and digital.”
Interbrand compiles its list based on a list of key criteria, including fiscal performance, customer influence and the ability to command a premium price.
Other brands that rose significantly on this year's list include Facebook, at 29, up from 52 in 2013; Audi, at 45 (51 last year); Amazon, at 15 (19); Volkswagen, at 31 (34); and Nissan, at 56 (65).
Brands new to the list included DHL at 81, Land Rover at 91, FedEx at 92, Huawei at 94 and Hugo Boss, at 97. Huawei, maker of value-priced Android smartphones, became the first Chinese brand on Interbrand’s list.
Automotive brands have a strong presence on the list, comprising a total brand value of $211.9 billion. Top brands include Toyota at 8; Mercedes-Benz at 10; BMW at 11; and Honda at 20.
In the technology sector—the most valuable category on the list—Facebook's brand value rose 86 percent to $14.34 billion, while the bigger Microsoft's increased 3 percent to $61.15 billion, in Interbrand's estimation. Others saw a decline: Nokia's brand value dropped 44 percent to $4.13 billion and Nintendo's fell 33 percent to $4.10 billion.
Financial service marketers have also grew in brand value, with all 11 brands on the list rising this year.