LONDON — Luxury and fashion brand names lagged far behind their tech competitors in the annual Interbrand Best Global Brands report, published on Thursday.
Apple, at the top of the heap, saw its brand value rocket 21 percent to $118.86 billion, followed by Google $107.44 billion, and Coca-Cola, $81.56 billion.
Louis Vuitton, ranked at 19, saw its value fall 9 percent to $22.55 billion, while H&M's star is on the rise. The Swedish fast-fashion retailer's value climbed 16 percent to $21.08 billion, and was number 21 in the ranking, followed by Zara at 36. The Spanish fast-fashion company saw the value of its brand advance 12 percent to $12.13 billion.
Another double-digit climber was Hermès, whose brand is worth 18 percent more than it was a year ago at $8.98 billion. The French company was number 46 in the rankings, followed by Cartier, at 58, Prada at 70 and Tiffany at 71.
Interbrand bases a brand’s value on a number of factors: the financial performance of its products or services; the role the brand plays in influencing consumer choice; and the strength it has to command a premium price, or secure earnings for the company.