Amazon, Adidas, Zara rise in Interbrand’s ranking of top brands

The 2017 Interbrand ranking of the world's 100 most valuable brands was once again dominated by US high-tech companies, with Apple, valued at $184.1 billion, leading the pack ahead of Google. Amazon was the leading apparel-selling brand: the US e-tailer made the top 5 this year, after its value skyrocketed, growing 29% to $64.8 billion. It was the second-highest rise among ranked brands, after Facebook, which grew 48%.


The international ranking encompasses all business sectors - Interbrand

Only two apparel retailers were included in the Best Global Brands 2017 ranking: H&M and Zara (respectively 23rd and 24th). The Swedish giant is still ahead of the Spanish group, though the latter may be about to overtake it, if Zara continues at the present pace: they were seven positions apart in 2016. Zara posted an 11% growth, to $18.5 billion, compared to $20.5 billion for H&M, which instead lost 10%.


Zara (blue line) may be about to overtake H&M (green line) - Interbrand

As for the sport outfitters battle, while Nike in 18th place is still three times the size of Adidas in 55th, the latter enjoyed a high-performance year, growing by 17% to $9.2 billion. Nike's value instead improved 'only' by 8%, reaching $27 billion.

French labels dominated the luxury industry. Louis Vuitton led in 19th place (-4%), while Hermès posted an 11% increase to clinch 32nd place overall. Cartier was ranked 65th, and Dior, a new entry last year, is still in the top 100, in 95th place.

The methodology used by Interbrand for this ranking is ISO-certified, and calculates a corporation's worth based on three elements: financial performance and assets, how the brand is able to influence consumer choices and its ability to secure the corporation's profitability.

Translated by Nicola Mira

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