Automotive and tech firms dominate 2015 global brand rankings

As per Interbrand’s 16^th annual Best Global Brands report, which was released a few days ago and identifies the 100 most valuable global brands, technology and automotive brands dominate this year’s ranking, holding a combined 28 positions. Technology brands, in particular, dominate — collectively making up more than a third (33.6%) of the total value of all 100 brands. There are a total of 15 automotive brands which rank in this year's study. 

For the third year in a row, Apple (#1) and Google (#2) claim the top positions. Valued at US$ $170.276 billion, Apple increases its brand value by 43 percent. Google, valued at $120.314 billion, increases its brand value by 12 percent. Microsoft (#4) edges ahead of IBM (#5), and Amazon (#10) enters the Top 10 for the first time with a brand value of US$ $37.948 billion.

Five new brands entered this year’s ranking: Lego (#82), PayPal (#97), Mini (#98), Moët & Chandon (#99), and Lenovo (#100). Lenovo is the second Chinese brand to appear on the Best Global Brands ranking. The first was Huawei (#88), which entered the ranking in 2014.

The Best Global Brands study is Interbrand's annual report on the world's most valuable brands. Interbrand's method looks at the ongoing investment and management of the brand as a business asset, taking into account financial performance, the role of brand in the purchase decision process, and the strength of the brand.

Toyota tops automotive, Nissan fastest rising brand

Toyota Motor Corp has topped the automotive brands for this year. Toyota’s brand value grew by 16% to continue leading the automotive sector while continuing to maintain its Top 10 position from last year. Toyota’s brand is now valued at US$ 49,048 million (Rs 309,836 crore). It is the fourth consecutive year for Toyota to be ranked in the Top 10 and the record high sixth spot versus eighth in 2014.

BMW is at #11 this year, followed by Mercedes-Benz (#12) and Honda (#19). The Volkswagen brand, in the light of the recent emissions scandal, has taken a beating and is the sole automotive brand to fall in brand value by 9 percent.

Nissan is the fastest-rising automotive brand in this year's study. It is ranked 49, up from 56 in 2014 and 90 from the company's inaugural appearance on the list in 2011. "Nissan's rapid ascent in five short years from place 90 to now 49 shows we're playing in the right spaces and engaging with consumers while always remaining authentic", said Roel de Vries, Nissan corporate vice-president and global head of Marketing and Brand Strategy. "Growing a global brand that's exciting and innovative is an integral part of our company's success." The study cited the strength of Nissan's engagement with Millennials, effective sponsorship opportunities and customization offerings among the drivers of the company's brand health and again named them a ‘Top Riser’.

While the Tata Motors-owned Land Rover is at #87 with a growth of 14% in brand value to US$ 5,109m, the sole two-wheeler brand is Harley-Davidson, ranked 79 in the Top 1000.

“The Best Global Brands report examines what it takes for brands to succeed in today’s hyper-fragmented world. As people demand immediate, personalized and tailored experiences, business and brands need to move at the speed of life,” says Jez Frampton, Interbrand’s Global Chief Executive Officer. “Many of the brands in this year’s Top 100 are so intuitively aligned with people’s priorities that they are able to seamlessly integrate into their everyday lives.”