The ranking is based on a combination of attributes 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
● The strength the brand has to command a premium price or secure earnings for the company
Technology is, not surprisingly, the most dominant sector, with four brands in Top 10: Apple, Google, Microsoft, Samsung. It also features some of the Top Growing Brands, with Facebook (+48%) as the Top Growing Brand in 2016, followed by Adobe (21%), Huawei (18%), Samsung (14%) and SAP (+13%), and number 2 ranked Google at (+11%). Tech companies are looking without to grow within.
Interbrand praises Apple's ecosystem of value.
Apple shows how ecosystems drive value. Analysts have often pointed out that “Apple has superior products.” While true, this opinion undersells the brilliance of Apple’s functionally- integrated model. Its software, hardware, and touchpoints are connected not just by beautiful design aesthetics, but by a level of interoperability that justifies the Apple premium and discourages defections to another platform. And the more data you share, the more personal it becomes— adding new devices is painless and the thought of switching increasingly unpromising. Apple is the Alpha of Cohesiveness in full effect.