Daily Management Review

Interbrand rating 2019: Internet, media and luxury brands are growing more expensive


Interbrand Consulting Company published an annual ranking of the largest global brands. The top three is unchanged – these are Apple, Google and Amazon. The most significant progress was shown by Internet companies, manufacturers of media content and luxury goods.

There have been few changes in the new ranking of 100 global brands by Interbrand consulting company:  Apple ($ 234.2 billion), Google ($ 167.7 billion) and Amazon ($ 125.2 billion) remained in the top three. The top ten of non-US brands include Samsung (6th place), Toyota (7th) and Mercedes (8th).

However, the 2019 ranking revealed trends that could well change the situation in the near future. First of all, this is a significant increase in the assessment of brands of companies whose activities are connected with the Internet, as well as manufacturers of luxury goods. The Amazon online store brand has added 24% since last year, and PayPal - 15%. Software manufacturers (Salesforce, Adobe and Microsoft) rose in price by 24%, 20% and 17%, respectively, Google - by 8%. MasterCard and Visa payment systems added 25% and 19%, respectively. This year’s rating included two more brands related to the Internet: Uber ($ 5.7 billion, 87th place) and LinkedIn ($ 4.8 billion, 98th place). Dell, previously dropped from the rating, returned to it again and took the 63rd place.

As for luxury manufacturers, the Gucci brand added 23% (33rd place), Dior - 16% (82nd), Louis Vuitton - 14% (17th), Chanel - 11% (22nd).

Speaking about the prospects of such old-timers of the rating as car manufacturers and manufacturers of luxury goods, the rating authors noted that they need to seriously think about how to maintain the value of their brands, taking into account the latest trends in the development of transport and energy. Indeed, the automobile brands included in the rating showed positive, but rather modest dynamics: Volkswagen grew by 6%, Mercedes and Toyota - by 5%, Audi - by 4%, Honda - by 3%, BMW - by 1%. In turn, looking at the dynamics of luxury brands, the authors note that those who are able to adapt to the changing structure of demand and distribution of goods, primarily via the Internet, will have more bright prospects in terms of the value of their brands in the near future.

source: interbrand.com