For the third year in a row, Apple and Google have claimed the top positions in Interbrand’s 16th annual Best Global Brands report, which aims to identify the 100 most valuable global brands.

Valued at USD $170.276 billion, Apple increases its brand value by 43 per cent. Google, valued at $120.314 billion, increases its brand value by 12 per cent. Microsoft (#4) edges ahead of IBM (#5), and Amazon (#10) enters the Top 10 for the first time with a brand value of USD $37.948 billion.

Five new brands also 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.

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.

Top 10

Apple (#1, +43%)
Google (#2, +12%)
Coca-Cola (#3, -4%)
Microsoft (#4, +11%)
IBM (#5, -10%)
Toyota (#6, +16%)
Samsung (#7, 0%)
GE (#8, -7%)
McDonald’s (#9, -6%)
Amazon (#10, +29%)

Top Risers:

Facebook (#23, +54%)
Apple (#1, +43%)
Amazon (#10, +29%)
Hermès (#41, +22%)
Nissan (#49, +19%)

New Entrants:

Lego (#82)
PayPal (#97)
MINI (#98)
Moët& Chandon (#99)
Lenovo (#100)

“The Best Global Brands report examines what it takes for brands to succeed in today’s hyper-fragmented world. As people demand immediate, personalised and tailored experiences, business and brands need to move at the speed of life,” says Interbrand CEO, Jez Frampton.

Source: Interbrand