Apple remains the world’s best brand for an eighth year in a row while a host of digital newcomers including Instagram, YouTube and Zoom have landed a spot in the top 100 for the first time ever, according to a new annual survey of global brands’ value from Omnicom-owned consultancy Interbrand.
Behind the ever-dominant Apple, Amazon and Microsoft came in second and third place, respectively, with the latter edging out Google this year to reclaim a top three spot for the first time since 2017.
The Interbrand report found Amazon to have the biggest year-over-year value increase of any top 100 brand, rising 60% since 2019 to a current valuation in excess of $200 billion. Apple’s brand value rose by 38% and Microsoft’s rose by 53% since last year. Meanwhile, Google, long a top-three stalwart, declined by 1%.
“Leadership, engagement and relevance are three consistent themes we are seeing as brands try to navigate the rapidly changing business landscape,” Interbrand’s Global CEO Charles Trevail said of the survey, whose methodology considers customer loyalty, financial performance and future profitability to rank the world’s most valuable brands. The firm has published its Best Global Brands Report annually since 1999.