International branding firm Interbrand is out with its ranking of the "Best Global Brands" of 2018. Interbrand pioneered brand valuation in 1988. The Interbrand ranking is significant because of the rigorous criteria, says Interbrand:
"To be included in Best Global Brands, a brand must be truly global, having successfully transcended geographic and cultural boundaries. It will have expanded across the established economic centers of the world and entered the major growth markets. In measurable terms, this requires that:
- At least 30 percent of revenue must come from outside of the brand’s home region.
- The brand must have a significant presence in Asia, Europe, and North America as well as broad geographic coverage in emerging markets.
- There must be sufficient publicly available data on the brand’s financial performance.
- Economic profit must be expected to be positive over the longer term, delivering a return above the brand’s cost of capital.
- The brand must have a public profile and awareness across the major economies of the world.
These requirements—that a brand be global, visible, growing, and relatively transparent with financial results—explains the exclusion of some well-known brands that might otherwise be expected to appear in the ranking."
Brands are ranked together and separately by business sector and geographic areas. The following are the top ten Best Global Brands overall, according to Interbrand:
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