Cisco and Huawei inch up the Interbrand top 100

Brand consultancy Interbrand has published its latest ranking of the world’s strongest brands and given Cisco and Huawei minor promotions.

In last year’s assessment Cisco had the 16th most valuable brand, while Huawei came in at number 70. In the intervening 12 months Cisco’s brand value has increased by 8% to $34.5 billion, taking it to 15th place ahead of a waning GE. Meanwhile Huawei’s brand has apparently become 14% more valuable and now contributes $7.5 billion to its success.

Huawei was so happy about this that it issued a press release. “In the next industry cycle, technologies like AI, 5G, IoT, and cloud computing will become more and more important,” said Zhang Hongxi, Huawei’s Corporate Marketing President. “Huawei delivers more value and creates a better experience for customers by integrating AI, smart devices, networks, and the cloud.” Cisco didn’t bother.

Measuring brand value must be a tricky business since brand an inherently emotive, instinctive concept. A summary of Interbrand’s methodology can be seen below. It combines financial data, which is easy to measure, with an index that claims to measure the portion of purchasing decisions attributable directly to brand and another that attempts to quantify brand loyalty.

Interbrand methodology

In essence it seems to get the raw financial data and then tweak them up or down according to how Interbrand perceives the value of the respective brands. The resulting ranking seems to correlate much more closely with market value than it does revenues or even profitability, which stands to reason since share price is heavily influenced by investor belief in the company’s ongoing performance and growth.

Once more there’s no sign of Nokia or Ericsson on the list, which makes you wonder how much of Huawei’s brand value is derived from its consumer devices business. Apple has been at the top of the list since it launched the iPhone and Google is consistently second. Amazon’s brand value has apparently increased by 56% since last year, allowing it to overtake Microsoft and Coca Cola for third place. There are no operator brands in the top 100 despite Verizon and AT&T making vast profits.

Tech firms dominate Millennial Rankings for positive buzz – YouGov

Netflix number one, Spotify number two and Primark number three; who doesn’t love cheap pants though.

For the second year in a row, Netflix has topped the list of most positively talked about brands in the UK according to market research firm YouGov. Claiming the crown is certainly a positive, however the technology industry took seven of the top ten spots in the list.

“Netflix’s popularity shows no signs of abating,” said Michael Stacey, Marketing Insights Manager at YouGov. “The streaming service continues to expand its offering, as well as investing in its own ‘Netflix originals’. By its very nature Netflix’s content invites discussion, and YouGov’s rankings show that the brand has certainly harnessed the power of word of mouth recommendations to gain a loyal following among a younger generation of viewers.”

While the research was limited to 18-34 year olds and what they have discussed in favourable terms among family and friends, it is perhaps a good measure of the tomorrows dominant players. This demographic is a key one for many advertisers because of the potential in years to come. Creating a favourable relationship with those individuals today with almost certainly benefit these businesses tomorrow.

Aside from Netflix and Spotify, the top ten featured Apple, Facebook, iPhone, PlayStation and AirBnB. Unsurprisingly for the demographic, budget brands also featured, Primark and Ikea, as well as everyone’s favourite chicken nugget vendor McDonalds.

Interestingly enough, Google made positive moves in this years’ rankings with the Pixel brand. This uplift was partly down to word of mouth as well as internet sentiment, perhaps suggesting positive experience with the device as opposed to those simply being swayed by engaging advertising or PR stunts.

What is worth noting is this is only a measure of the positive things which have been said about the business; YouGov does not data about the nasty stuff. This is pity, reputations are more easily destroyed than enhanced, and we suspect Facebook might not feature as highly is this was factored into the equation.

YouGov