Interbrand is a brand consultancy firm headquartered in New Your City. The company specializes in areas such as brand analytics and digital brand management among myriad other brand positioning and brand design related activities. The company has now come out with its annual list of 100 best global brands for 2015, which includes a wide array of technology companies in the top ten, including usual suspects like Google, Apple, Microsoft, IBM, Samsung and Amazon. A bunch of other tech companies like Intel, Cisco, Oracle, HP, Facebook, SAP, eBay and Accenture also find themselves in the top fifty. Finnish telecom equipment major Nokia however, finds itself outside the top 100 for the first time in a long time, as does Japanese video games and consumer electronics company Nintendo, whose gaming consoles have seen their fortunes dip considerably since their heydays.
Other companies in the top 100 list include the likes of Japanese automobile makers Toyota and Honda, American soft drinks and processed food makers Coca Cola and Pepsi, fast food chain MacDonald's, German automakers BMW and Mercedes Benz, mass media and entertainment company Disney, multinational conglomerate corporation GE and sports equipment manufacturers Nike amongst other well known, multinational brands. A couple of technology companies meanwhile, have managed to sneak into the top 100 list for the first time this year. While US-based online payments company PayPal is ranked at number 97, Chinese PC and smartphone major Lenovo has managed to occupy the 100th position on the list for the year 2015.
As for the top of the list, Apple, Google and Coca Cola continue to retain their positions at numbers one, two and three, with valuations of $170 billion, $120 billion and $78 billion respectively. Microsoft and IBM, the two other tech majors on the list at numbers four and five respectively, have been valued at $67 billion and $65 billion by Interbrand. Samsung meanwhile, weighs in at number seven, with a valuation of 45 billion. According to Interbrand, "To be included in Best Global Brands a brand must be truly global, having successfully transcended geographic and cultural boundaries. It will have expanded across the established economic centers of the world and have entered the major markets of the futureAs for the methodology employed to draw up the list. As for the methodology employed to draw up the list, Interbrand says on its website that it analyzed the "financial performance of the branded products or services" of the companies in question, along with "the role the brand plays in purchase decisions, and of the brand's competitive strength".