Netflix joins world’s top 100 brands as Apple, Google and Microsoft take top three spots

The online movie streaming company Netflix, started in 1997 has become one of the world’s top 100 brands, according to the 2017 Best Brands Report released by Interbrand.

The top three brands are Apple, Google and Microsoft. According to the release copied to ghanabusinessnews.com, technology is the dominant sector in the report. The theme of this year’s report, in its 18^th year is “Growth in a changing world” and examines three key components: people, technology and brands.

Three brands were listed for the first time, Ferari at 88, Netflix 78 and Salesforce.com at 84.

The report analyzes how brands grow in a changing world, showing that using technology at scale to deliver intimate human experiences, will help drive economic growth value. This methodology was the first brand valuation method to become ISO certified, Interbrand said.

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 and the strength the brand has to command a premium price or secure earnings for the company.

According to Interbrand, for five consecutive years, Apple and Google hold the top positions.

“Apple’s brand value grew by 3 per cent to  $184,154 million, as Google’s brand value grew by 6 per cent to $141,703 million. Microsoft jumps into number 3, as one of sixteen brands with double-digit per cent growth. Following Coca-Cola at number 4, sits Amazon, Samsung, Toyota, and Facebook, which breaks into the Top 10 for the first-time at number 8. Mercedes-Benz, and IBM round out the Top 10,” it added.

The report cites Facebook (48 per cent growth) who leads for the second year running, Amazon (29 per cent), Adobe (19 per cent), Adidas (17 per cent), and Starbucks (16 per cent), as the five Top Growing Brands.

It indicates that more than half of the Best Global Brands came from four sectors: Automotive (16), Technology (15), Financial Services (12), and Fast-Moving Consumer Goods (9). Retail is the top growing sector in percentage terms (19 per cent), followed by Sporting Goods (10 per cent, Technology (8 per cent, Logistics (7 per cent), and Financial Services (6 per cent).

The Top 100 brands have a combined total value of $1.9 billion, an increase of 4.2 per cent from 2016. For the complete Top 100 ranking and the report with comprehensive analysis of growth, sector and industry trends, visit http://ift.tt/qQm5H1.

By Emmanuel K. Dogbevi
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