Worldwide 11 Oct 2016

Scandinavian companies climb in ranking

Apple and Google can still be found at the top of the list for the forth year in a row of the world’s highest valued trademarks, followed by Coca-Cola and Microsoft. Newcomers to the top 100 list are Tesla, Dior, Hewlett-Packard and HP. Facebook is ranked only as number 15, but it is the company that has grown most rapidly, 48% since 2015. Scandinavian brands that already possess a spot are H&M and IKEA where they have increased by 2% and 8% respectively. The Danish Lego, the newcomer last year, has increased by 25% and has positioned itself on number 67 on the list. This is shown in Interbrand’s annual Best Global Brand report, released in October.

The automotive and technology brands are dominating the list, while retail is the top growing sector, followed by the sporting and luxury sectors.

Apple has increased 5% in value and is now considered to have a trademark value of $178.1 million (SEK 1.6 billion), while Google, still claims the 2nd place with its 11% increase and a total value of $133.3 million. Coca-Cola has decreased by 7% but has still a high value of $73.1 million. Swedish H&M is found at the 20th place with a value of $22.7 million. The Swedish IKEA is valued at $17.8 million and is found at the 26th place on the list. The Danish LEGO has an estimated trademark value of $6.7 million.

Below you can see the changes in the list with the brands’ position and the trademark value:

Top 10:

  • Apple (#1, 178,1 $m)
  • Google (#2, 133,3 $m)
  • Coca-Cola (#3, 73,1 $m)
  • Microsoft (#4, 72,7 $m)
  • Toyota (#5, 53,6 $m)
  • IBM (#6, 52,5 $m)
  • Samsung (#7, 51,8 $m)
  • Amazon (#8, 50,3 $m)
  • Mercedes Benz (#9, 43,5 $m)
  • GE General Electric (#10, 43,1 $m)

Top Risers:

  • Facebook (#15, 48%, 32,6 $m) 
  • Amazon (#8, 33%, 50, 3 $m)
  • Lego (#67, 25%, 6,7 $m)
  • Nissan (#43, 22%, 11,1 $m)
  • Adobe (#63, 21%, 7,6 $m)
  • Zara (#27, 19%, 16,8 $m)

New Entries:

  • Hewlett-Packard (#44)
  • HP (#48)
  • Dior (#89)
  • Tesla (#100)

The Interbrand trademark valuation is based on its marketing position, financial aspects and aspects regarding the trademark/company etc.

You can read the entire Top 100 list by clicking this link

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