Brand consultancy, Interbrand, has named Apple, Google and Coca-Cola as the three most valuable brands in its 2016 Best Global Brands report.
Automotive and technology brands dominate this year’s report, with the former represented by 14 companies, including South African born Elon Musk’s company Tesla which enters the list for the first time, at 100.
The list of vehicle brands is headed by Toyota, which improved its value by 8% from 2015, while second placed Mercedes-Benz improved by 18%. Third placed BMW was just outside the overall top 10 list, at 11th with its value up a healthy 12% from 2015.
Interbrand’s 17th annual report analyzes how brands help grow businesses—from delivering on customer expectations to driving economic value. This methodology was the first brand valuation method to become ISO certified.
The ranking is based on three key components that contribute to a brand’s cumulative value:
- The financial performance of the branded products and services;
- The role the brand plays in influencing customer choice;
- The strength the brand has to command a premium price or secure earnings for the company.
The world’s most valuable car brands
Other brands in the top 100 included Kia (69), Land Rover (78), Mini (88), and Tesla.