Apple and Google named two of the world’s most valuable brands

Whether you prefer the Apple iOS and can’t be parted from your iPhone XS, or are firmly in the Android camp, it will probably come as no surprise that Google and Apple have topped the most valuable brands in the world list for the sixth consecutive year.

Compiled annually by Interbrand, the best Global Brands report assigns a cash value to each brand it considers. The dollar value given is based on a range of factors, such as the brand’s strength and its performance over the course of the last 12 months.

Given Apple became the world’s first ever trillion dollar company a little earlier this year, there’s little surprise that the iPhone manufacturer was awarded the coveted top spot in the ranking league table, leaving Google second. Interbrand gave Apple a $214bn brand worth, compared with its $155bn valuation of Google’s brand.

Both mobile powerhouses were joined in the top three by Amazon, which earned its place after following in Apple’s footsteps to become a trillion dollar company last month.

Interestingly, Interweb says that the most successful brands this year have been the ones able to respond to the changing needs and expectations of consumers – many of whom have an always on mentality, enhanced expectations and more power than ever before.

While Apple achieved the one trillion dollar valuation first thanks to the success of its smartphones and other tech, it was Amazon who came away as the fastest growing company according to Interbrand. Its analysis cited the retailer’s single-minded customer centric approach as well as its ability to pivot and reinvent. Interbrand gave the example of Amazon rebranding Fire Phone to the Amazon Echo smart speaker.

Most of the top 100 most valuable brands were subscription-based services, reflecting the consumer need for access. This is great news for both Amazon and Google and their respective mobile app marketplaces. There was less positive news for Facebook – it slipped to ninth position and lost its fastest growing brand title.

Other companies to feature in the top 100 included Netflix, Microsoft and Samsung with technology firms responsible for several top 50 entrants.