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Apple and Google have taken out the top two positions in global brand consultancy Interbrand’s Best Global Brands rankings for the third year running, with Lenovo entering the rankings for the first time.Interbrand noted technology and automotive brands dominate this year’s rankings, holding a combined 28 positions, with technology brands particularly dominant, collectively making up 33.6 per cent of the total value of all 100 brands.
Apple (coming in at number one with a brand value of US$170,276 million, increasing its brand value by 43 per cent) and Google (number two, US$120,314 million, up 12 per cent) were the key clear top two in the rankings.
Meanwhile, Microsoft (number four, US$67,670 million, up 11 per cent), IBM (number five, US$65,095 million, down 10 per cent) and Samsung (number seven, US$45,297 million, retaining its value) were among the other tech representatives in the top ten.
Lenovo entered the rankings for the first time, debuting at 100 with a brand value of US$4,114 million. Lenovo becomes the second Chinese brand to make the list after Huawei in 2014. Huawei this year came in at 88 with a brand value of US$4,952 million, up 15 per cent.
“The Best Global Brands report examines what it takes for brands to succeed in today’s hyper-fragmented world,” Jez Frampton, Interbrand global chief executive officer, commented. “As people demand immediate, personalised and tailored experiences, business and brands need to move at the speed of life.
“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.”
