Facebook Drops Out of Top 10 in Interbrand’s Best Global Brands Report

Uber and LinkedIn joined the ranks of the world’s most valuable brands as they made their debut in the 2019 Interbrand Best Global Brands Report.

But the 20th edition of the Best Global Brands report was less welcome for Facebook at #14 (USD $39,857m) which dropped out of the top 10. Apple, Google and Amazon retained their hold on the top three rankings.

Uber joins the Best Global Brands rankings this year at #87 (USD $5,714m) and LinkedIn at #98 (USD $4,836m). According to the Interbrand report, Facebook dropped five places from #9 in 2018 to #14 this year.

Facebook first entered the Best Global Brands report in 2012 at #69, seeing a steady stream of growth in the following five years. At its peak in 2017, Facebook was ranked at #8 with a Brand Value of USD $48,188m. 2018 saw the brand’s place slip to #9, and after falling an additional 11.8% in 2019, now sits at #14.

This year’s report positions Apple (USD $234,241m), Google (USD $167,713m), and Amazon (USD $125,263m) as the three most valuable global brands respectively. Apple and Google retained their top positions for the seventh consecutive year. Apple’s brand value grew by 9% to USD $234,241, while Google’s grew by 8% to USD $167,713m.

The remainder of the Top 10 comprises: Microsoft at #4 (USD $108,847m), Coca-Cola #5 (USD $63,365m), Samsung #6 (USD $61,098m), Toyota #7 (USD $56,246m), Mercedes-Benz #8 (USD $50,832m), and McDonald’s #9 (USD $45,362m) and Disney #10 (USD $44,352). – returning to the top 10.

The 20th edition of Interbrand’s annual brand valuation report features a series of individual sector reports which delve deeper into the travel, retail & luxury, technology, media, automotive, and financial services industries. The top growing sector for 2019 was Luxury. This sector has the highest average brand value change against last year’s figures, rising from USD $105,783 to USD $117,785, an 11% growth rate.

Mastercard was the leading growth brand, shifting 8 places to #62 as a result of a 25% increase in Brand Value (USD $9,430m). Other top performers include Gucci, which ranked #33, increased by 23%, with a valuation of USD $15,949m and Adobe ranked #39, which increased by 20% to USD $12,937m. Dell returns at #63, after a six -year absence, after re-listing on the stock market, (USD $9,086m).

Of the 100 brands featured, 26 saw double digit percentage growth. The combined total value of the Top 100 is $2,130,929m, an increase of 5.7% from 2018. The value of the table in 2018: $2,015,312m.

“Twenty years on from our first report, customers today are more informed, more connected and more demanding than ever before through a combination of wealth of choice, erosion of loyalty and shifting frames of reference wanting immediacy, abundance and intimacy – all at the same time,” said Charles Trevail, Global Chief Executive Officer of Interbrand. 

“For decades, the entire discipline of brand-building was based on the concept of brand positioning, but in today’s accelerating markets, customer expectations outstrip static brand positions. Brands can no longer be considered separate to businesses and will be judged on what they do, not just what they say; and about trust, not just delivery.”

“The age of brand positioning is over. In a world where customer expectations will continue to move faster than businesses, static brand positions and incremental change will just about keep brands in the game – but it will take, brave, we would say ‘iconic’, moves, to make brands leap ahead of customer expectations and ultimately deliver extraordinary business results,” added Charles. 

For the complete Top 100 ranking and the report with comprehensive analysis of growth, sector, and industry trends, visit here.

Source: Interbrand

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