These are the 17 most powerful brands in the world

Thomas Chenel

  • Interbrand has released the 2018 edition of its ranking, Best Global Brands.

  • The brand strategy consulting firm ranks brands based on their products' financial performance, their role in purchasing decisions, and their competitive strength.

  • Amazon was the brand that had gained the most value since last year, growing by 56%.

Strategy consulting firm Interbrand has released the 2018 edition of its ranking, Best Global Brands.

Once again, Apple and Google have come in close to the top of the world's most powerful brands for the sixth consecutive year.

According to the ranking, which provides estimated values for the world's top 100 brands in billions of dollars, Amazon is the brand that has grown most in the space of a year: Bezos' company was the second company after Apple to reach $1 trillion in market capitalisation in early September.

In contrast, General Electric, which was excluded from the Dow Jones index in June, is among those companies who have lost most value, while Facebook getting caught up in the Cambridge Analytica scandal also saw its value drop by 6%.

The brand strategy consulting firm ranks its products based on three main criteria:

  • The financial performance of the brand's products and services

  • The role of the brand in purchasing decisions

  • The competitive strength of the brand and its ability to retain and sustain future demand and profits

Below are the 17 most powerful brands in the world according to Interbrand.

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