As per the report, Apple displaced Google to become the top brand in the world in 2018 while Facebook, mired in data breach controversies, fell to ninth place in the top 100 brands globally. Meanwhile according to global brand consultancy Interbrand's "Best 100 Global Brands 2018" report, Amazon achieved a 56 percent growth to become the third top brand globally.
As per the ranking, Apple's brand value grew 16% to $214.5 billion and it went on to become the first company in the US to hit the $1 trillion market cap. Further as per report findings "In second place, Google was up 10% to $155.5 billion while Amazon is valued at $100.8 billion". Moreover, Microsoft (valued at $92.7 billion) was fourth while Coca-Cola (valued at $66.3 billion) came fifth followed by Samsung on the sixth spot.
Accordingly, Facebook's brand value has declined 6 percent this year in the wake of the Cambridge Analytica data scandal. Charles Trevail, Global Chief Executive of Interbrand, was quoted as saying "A decade after the global financial crisis, the brands that are growing fastest are those that intuitively understand their customers and make brave iconic moves that delight and deliver in new ways". Moreover, Spotify and Subaru made it to the global top 100 brand list for the first time.
