Amazon jumps forward on best global brand list

Amazon made the top 10 for the first on time on Interbrand's annual Best Global Brands report. One year ago the company was listed at No. 15.

Interbrand, a brand consultancy group, has ranked the top global brands every year for the past 16 years.

Google and Apple
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Tech companies such as Apple, Google and Microsoft overwhelmingly lead the list each year. Andrea Sullivan, chief marketing officer of Interbrand, said that technology brands are succeeding because they're getting increasingly better at "listening, learning and crowd sourcing, in some cases even co-creating" with their audience in today's hyperfragmented world.

"I think they're continuing to push boundaries more quickly," Sullivan said.

Interbrand measures the success of brands on a combination of three attributes: financial performance, influence over customer choice and the strength a brand has to command a premium price.

Apple, Google and Coca-Cola remained in the Nos. 1, 2 and 3 slots in 2015, same as last year. IBM and Microsoft switched places, moving to Nos. 5 and 4, respectively, this year. Nearly half the companies ranked in the top 20 are technology companies.

2015 Rank 2014 Brand Sector 2015 Brand Value USD (BV) 2014 Brand Value USD (BV) % change
1 1 Apple Technology 170275.96 118862.82 43.25%
2 2 Google Technology 120313.93 107438.65 11.98%
3 3 Coca-Cola Beverages 78422.83 81563.41 -3.85%
4 5 Microsoft Technology 67670.41 61153.74 10.66%
5 4 IBM Business Services 65095.06 72244.46 -9.90%
6 8 Toyota Automotive 49047.60 42391.60 15.70%
7 7 Samsung Technology 45297.17 45461.81 -0.36%
8 6 GE Diversified 42267.39 45479.92 -7.06%
9 9 McDonald's Restaurants 39809.16 42253.69 -5.79%
10 15 Amazon Retail 37948.20 29477.59 28.74%
11 11 BMW Automotive 37211.93 34214.30 8.76%
12 10 Mercedes-Benz Automotive 36711.04 34338.20 6.91%
13 13 Disney Media 36514.24 32223.48 13.32%
14 12 Intel Technology 35414.80 34152.54 3.70%
15 14 Cisco Technology 29853.76 30936.35 -3.50%
16 16 Oracle Technology 27283.35 25979.57 5.02%
17 22 Nike Sporting Goods 23069.84 19875.37 16.07%
18 17 HP Technology 23055.57 23758.14 -2.96%
19 20 Honda Automotive 22974.99 21673.20 6.01%
20 19 Louis Vuitton Luxury 22249.58 22552.20 -1.34%
21 21 H&M Apparel 22221.74 21082.50 5.40%
22 18 Gillette FMCG 22218.41 22844.55 -2.74%
23 29 Facebook Technology 22028.93 14348.57 53.53%
24 24 Pepsi Beverages 19621.83 19119.43 2.63%
25 23 American Express Financial Services 18922.05 19510.12 -3.01%
26 25 SAP Technology 18768.10 17340.30 8.23%
27 26 IKEA Retail 16541.38 15885.10 4.13%
28 30 Pampers FMCG 15267.07 14077.57 8.45%
29 27 UPS Transportation 14722.90 14469.76 1.75%
30 36 Zara Apparel 14030.84 12126.30 15.71%
31 34 Budweiser Alcohol 13943.47 13023.51 7.06%
32 28 eBay Retail 13939.67 14357.95 -2.91%
33 35 J.P. Morgan Financial Services 13749.43 12456.35 10.38%
34 32 Kellogg's FMCG 12637.37 13441.53 -5.98%
35 31 Volkswagen Automotive 12545.13 13715.90 -8.54%
36 38 Nescafe Beverages 12256.71 11405.50 7.46%
37 33 HSBC Financial Services 11655.85 13141.67 -11.31%
38 39 Ford Automotive 11578.30 10875.93 6.46%
39 40 Hyundai Automotive 11293.48 10408.98 8.50%
40 37 Canon Electronics 11277.51 11701.80 -3.63%
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