Being a valuable brand requires speed and relevancy.
This articles cites an Interbrand study which found that the brands that made it to the top 10 valuable brands share relevancy and responsiveness as key traits. Apple takes top spot in 2019, a position held by Coca-Cola in 2001.
In 2019, Coca-Cola occupies the fifth spot, Google ranks second, Amazon third and Microsoft fourth. Completing the top 10 are Samsung at sixth spot, Toyota ranks seventh, Mercedes-Benz is at spot eight followed by McDonald’s, and Disney at rank ten.
Luxury brands are quick to gain relevancy as demonstrated by Gucci which grew its brand value by 23% over the past year to take the 33rd spot. Christian Purser, CEO at Interbrand London states, “The brands that have declined are the ones that failed to respond quickly enough to change.”
[5 minute read]