Best global brands of 2016


Technology brands continue to dominate Interbrand’s Top 100 Global Brands of 2016, with Apple and Google claiming the top positions for the fourth year in a row. Auto is the other dominant sector with Toyota and Mercedes being in the top 10, Nissan up 22% and Tesla entering the top 100 for the first time. Retail is the top growth sector, up 19%, with online and physical experiences being bridged. Luxury was the other growth sector as the segment resets and Dior enters the rankings.

Our take

The theme of growth was defined by brand cohesiveness built around people, using technology as a conduit of connection and defying sector norms. The reality that all companies are now tech brands was obvious in the rankings. Lego (up 25%) is a great example of a legacy business using tech to position themselves between a toy and entertainment company. Technology provides greater proximity to people— it allows brands to not only connect, but to become an integral part of their customers’ lives.

Jacquie Alley

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