As could be the Oscars in the cinema, the best global brand make a list of the 100 most valuable brands in the world each year under a series of criteria that we will define later. The company Interbrand, who makes this list, is a global branding consultancy, with more than 650 employees and eleven locations around the world. Among them, one is located in Madrid. What you can afford as a reputable entity to make this list are his successful works for brands like 'Santander' or the Real Madrid sports club.
The figures that the statistics have are astonishing. It is the first time in history that they exceed the value of 3 billion dollars. Of course, there is a difference between the first 10 positions in this ranking and that is, according to Interbrand "a super league is being created." In this super league, the powers that really work are the technological ones, and it seems that we do not imagine that a brand can grow without technology. They are built on a foundation of exceptional experiences, being able to move in different directions. And it is that, each tool they create can be part of a different universe. What makes it increasingly difficult to access the top that make up these brands.
the top 10
As we indicated, at the top are the big technology companies such as Apple, Microsoft, Amazon, Google and Samsung occupy the top five positions. And even if Toyota, Coca-cola, Mercedes car brand, Disney and Nike are next up, there is a big difference in their brand equity. And it is that, despite being at the top of the ranking for several years, they do not stop growing. Only the top 3 represents 34% of the global.
- Apple Lossless Audio CODEC (ALAC),: The apple giant grows 18% in the last year. ($482.215 million)
- Microsoft: It grows at a brutal level with 32%, thus achieving second place (278.288 million dollars)
- Amazon: It falls to the third position, due to the enormous growth of Microsoft, but it also increases its value by 10%. ($274 million)
- Google: It approaches and continues, despite the fact that it always walks with equivocal projects such as the closure of Stadia. ($251.751 million)
- Samsung: The second step starts here with a jump of about 170 million euros in value. (87.689 million dollars)
The most striking VS
We have talked about Microsoft and Apple as positions #1 and #2 in the ranking, with a very big difference between the two, but I don't think that Microsoft is precisely unhappy with its position and value. But this is not the only direct competition that exists on this list. And it is that among the 100 brands that there are we can see the best versus in our recent history, especially since the battle of the community managers looms over Twitter and Instagram.
- The most striking battle in networks is McDonald's vs Burger King: But in this ranking there is no possible fight, the value of McDonalds is higher and not only because of the potatoes or the star hamburger of the month, its brand is in the 11th position with a value of 48.647 million dollars and in the case of the king's mark, is not in the top 100, despite its renewal and move to a closer image. The curious thing is that if KFC is in this top with a value of 6.09 million (#94).
- In terms of sportswear we get the image of Nike vs. Adidas: The American clothing brand is in the top 10, while the German brand is in 42nd place. Around 35.000 million dollars difference, Nike will be doing something that differentiates it so much from its competition.
- Other very active brands in social networks are those of Coke vs Pepsi: The Coca-cola brand has the privilege of being in position 7, with a value of 57.535 million dollars, in which it has not grown compared to last year, but maintains a great difference with its competitor. And it is that Pepsi, with a value of 19.622 million, is in 32nd place.
brand Spain
Among the 100 most valuable brands in the world are two of national origin. These brands are Zara and Santander. The Inditex giant continues to be a reference in the world of fashion and establishes itself among the best brands in the world every year. As we know, Amancio Ortega is among the richest in the world according to Forbes magazine. In this top he is at number 47 with a brand value of 14.958 million dollars, which represents a growth of 11% over the previous year.
Santander for its part grows at the same speed as Zara, with 11% but with a brand value of 9.015 million dollars. The Spanish reference bank at an international level is at number 76. If we classify it by its sector, it is true that it lags behind, its big competitors such as JP Morgan, Citi or paypal win whole.
How the little one eats the big one
With the name change to 'Meta', Facebook has lost strength from an institutional point of view. Before, Facebook was like the mother of other applications (Whatsapp, Instagram, Messenger...), but because its weight has been devalued, new strategies have been emerging. It seems that WhatsApp will never lose its position (although it does not appear as another company in this ranking) but it is well known that Facebook is not at its best. And this is reflected in its position with respect to Instagram.
In a milestone, Instagram has been placed above what was its parent company. It is true that there is not a big difference, since Instagram is in position 16 and Facebook in 17. With a brand value of 36.516 and 34.538 million dollars respectively. Still, it is surprising that it has come forward.
Among all these rankings, there are well-known brands that we have not talked about, such as YouTube, which rose 16% ($24.268 million), Netflix rose 9% ($16.375m), Nintendo 16% ($10.676m) and Spotify 6% ($10.324m) that are far from the top of the list, which is becoming increasingly difficult to access.