Apple, Microsoft, Google… The most powerful brands in the world belong to tech

This annual study has a methodology only known internally at Interbrandbut certain factors studied have been communicated by the firm: it may be financial performance, the ability of the brand to generate loyalty and constant sales, but also the extent of the brand in purchasing decisions . By bringing together all this data, Interbrand determines in particular that the construction of a brand (originally determined by a central product) is today outdated, which forces brands to differentiate themselves on a primordial factor: the brand image itself. even, and the confidence it can arouse. In other words, the goal is to encourage purchases not out of need, but rather out of desire. According to Interbrand, many companies have understood this very well, and this year are managing to become the most powerful brands on the market.

Tech dominates the top 5 most powerful brands in the world

Thus, the first five places in the ranking are occupied by tech companies: Apple (1st), Microsoft (2nd), Amazon (3rd), Google (4th) and Samsung (5th). The rest of the top 10 is made up of fast food and car brands: Toyota takes sixth place, followed by Coca-Cola, Mercedes-Benz, McDonald's and then BMW, which finishes the top 10. Generally speaking, tech companies abound in the top 100: for example, we note the presence of Tesla (12th), Instagram (15th), Adobe (17th), IBM (19th), Facebook (21st), Youtube (24th), Sony (34th) , Intel (37th), Netflix (38th) or Paypal (40th).

One firm also seems very low in the ranking, despite record figures on the stock market: Nvidia. The semiconductor company boosted on the stock market by AI (currently in second position in valuation ahead of Microsoft but behind Apple) is in fact in 36th place in this ranking. This can be explained by the fact that Nvidia obtained this stock market valuation thanks to its contribution to the artificial intelligence market, but not necessarily for having created a stronger relationship with its audience. Note, however, that Nvidia was not part of the ranking last year. On the French side, 9 brands are part of this ranking, and most of them are companies dedicated to luxury or cosmetics (Louis Vuitton (11th), Hermès (22nd), Chanel (23rd), L'Oréal (53rd). ), Cartier (73rd), Dior (74th), Danone and Sephora (90th).