Global brand consultancy Interbrand has come out with its "Best 100 Global Brands 2018" report. According to the annual report, Apple displaced Google to become the top brand in the world in 2018 while Facebook, mired in data breach controversies, fell to ninth place in the top 100 brands globally. Amazon achieved a 56 percent growth to become the third top brand globally. When it comes to Apple, it has proved highly adept at maximising the value from its hero product, the iPhone, exemplified by its recent launches of the iPhone XS, XS Max and XR.
According to the ranking, Apple`s brand value grew 16 percent (year-on-year) to $214.5 billion. It went on to become the first company in the US to hit the $1 trillion market cap. In second place, Google was up 10 percent to $155.5 billion while Amazon is valued at $100.8 billion. Spotify and Subaru made it to the global top 100 brand list for the first time. Elon Musk`s Tesla made into the top 100 in 2017 but lost the race this time owing to several controversies around the brand and its future. The Interbrand report values a company on the basis of the financial performance of the branded products or services, the role the brand plays in purchase decisions, and the brand`s competitive strength and its ability to create loyalty.
Here are Interbrand top 10 global brands in 2018