Coca-Cola, Apple and IBM lead Interbrand’s 13th annual Best Global Brands report. While Coca-Cola retained its No. 1 position, Apple jumped to No. 2, with stellar sales in both developed and emerging markets over the last year. Social media giant, Facebook (#69), enters the report after making headlines as the third-largest IPO in U.S. history, and Google (#4) experienced a 26 percent increase in brand value over the last year, exceeding rival Microsoft’s (#5) brand value for the first time in the history of Interbrand’s report.
“As global competition increases and many competitive advantages, like technology, become more short-lived, a brand’s contribution to shareholder value will only increase,” notes Jez Frampton, Interbrand’s global chief executive officer. “The world’s 100 most valuable brands are leading the way by listening to consumers, employees, and investors alike, and delivering a seamless and holistic brand experience across an ever-evolving range of touchpoints.”
New entrants to the global listing include Pampers, Facebook, Prada, Kia, Ralph Lauren, and MasterCard. Here are a few of their highlights:
· Pampers (#34): Pampers, the top-selling diaper brand in the United States and P&G’s No. 1-selling brand in the world, earned the highest ranking position among this year’s new entrants. Pampers has effectively used social media platforms and loyalty programs to connect to its consumer base.
· Facebook (#69): Facebook’s IPO in May enabled Interbrand to examine the social media behemoth’s financials for the first time. Despite its rocky start as a publicly listed stock and lingering uncertainty about its business model, Facebook’s growth as a brand, especially in developing markets, earns it a position in this year’s report.
· Prada (#84): Prada returns to the Best Global Brands report this year. The brand’s continued growth in revenue is fueled largely by 250+ directly operated stores worldwide — a network that has expanded by keeping a careful eye on increasingly sophisticated customers in developing markets.
· Kia (#87): For the past few years, Kia has been one of the fastest-growing global automotive brands. In the US, Kia’s market share has grown for 17 consecutive years and its sales numbers continue to rise, even in the troubled European marketplace.
· Ralph Lauren (#91): Making its first appearance in the top 100 since 2009, Ralph Lauren’s notable brand growth in the past year can be attributed to highly innovative communication patterns and consistency across all touchpoints and formats.