In the 20th edition of the annual Interbrand Best Global Brands report, the top gainers were Mastercard at 25%, Amazon and Salesforce at 24%. The largest losers were GE, Gillette and Facebook, falling by 22%, 18% and 12%.
Compared to last year’s rankings, Mastercard moved up from 70 to 62; Amazon retained its spot at number three and Salesforce moved up from 75 to 70. Facebook plummeted out of the top ten to 14, falling from an all time high of eight in 2017. GE dropped from 16 to 19 and Gillette from 28 to 37.
Among the Asian brands that made an impact Nintendo clocked impressive growth at 18%, having debuted in the list last year. Affected by being in the crossfire of a US-China dispute, Huawei which was on a growth trajectory and had increased its valuation by 14% last year dropped from 68 last year to 74, declining by 9%.
The global brand valuation study saw Uber and LinkedIn debuting in the report at 87 and 98. Dell returned at 63, after a six -year absence, post re-listing on the stock market.
Luxury was the top growing sector, recording the highest average brand value change against last year’s figures at a 11% growth rate. Gucci which was ranked at 33 grew by 23%.
Speaking about the findings, Interbrand India director Ashish Mishra said: “What’s remarkable about our IP’s history of two decades is that today customer expectations lead businesses and brands. The speed of change in expectations is driven by the now possible immediacy, abundance and intimacy. This means the age of static brand positioning is over.”
“This is a tectonic shift. For decades, the entire discipline of brand-building was based on the concept of brand positioning, but in today’s accelerating markets, customer expectations outstrip static brand positions.”
“What is needed now is a move beyond relevance to uncover and unlock people’s real expectations – finding new opportunities to create utility and desire, and capture imaginations. Align stakeholders and the organization to build investment in the most impactful opportunities.
“Alter the competitive landscape – build interactions with the greatest utility and desire to move beyond expectations and increase engagement.”
Interbrand’s valuation methodology involves analysing the financial performance of branded products or services; the role the brand plays in purchase decisions and finally its competitive strength and ability to create loyalty and, therefore, sustainable demand and profit into the future The complete report can be found here