- Facebook fell to 14th place from ninth last year, out of the top 10 in Interbrand’s annual Best Global Brands list
- The estimated value of Facebook as a brand declined by 12% to $39.9 billion
- Amazon ranked third in the ratings of Interbrand, behind Apple Inc. at No. 1 and Google at No. 2
Facebook’s name, according to Interbrand’s estimation, grew steadily in value every year until 2017, when it won the eighth position. Yet Facebook has now undergone an onslaught of bad advertising, including the 2018 Cambridge Analytica fiasco, which revealed that many people’s user data had leaked outside Facebook.
Interbrand, part of Omnicom Group Inc. says its study focuses on factors like branded goods and services’ financial performance, the role brands play in buying decisions, and the ability of brands to build customer loyalty.
On the other hand, luxury and retail brands made up the fastest-rising sector for the second year in a row, Interbrand said.
If it goes to the heart of its business model, the lack of confidence in a brand will really impact a company,” said Charles Trevail, Interbrand’s global chief executive.
Gillette, a brand of Procter & Gamble Co. which peaked in 2009 and 2010 at 13 on Interbrand’s list, tried to improve its appeal to young people this year with campaigns such as an ad campaign taking on “toxic masculinity” and a new heated razor called GilletteLabs. However, Interbrand describes Gillette’s 18 percent drop in brand value this year, dropping from 28th to 37th.
P&G said it is based on increases in revenue and the number of people who use their products. The grooming business of the company expanded organic sales through June and gained 15 million new users worldwide, a P&G spokeswoman said, adding that Gillette has the top market share in the U.S. and holds more than 65 percent of the worldwide market for male blades and razors.
“It’s an inside perspective of how we’re looking at this culture, this part of the industry,” said Jeff Hansen, Microsoft Corp.’s general manager of brand strategy, which Interbrand said increased its brand value by 17 percent to $108.8 billion to stay at No. 4. “And then supplement our own proprietary analysis and perspectives that we do — it’s often good to have a different approach and data points to support our own insights.”
“I don’t really rely on the exact value they come up with,” Mr. Hansen said. “I think it’s interesting how much we increase or decrease in a year against many others.”
Raja Rajamannar, Mastercard Inc.’s chief marketing and communications officer, said articles like this help marketers evaluate their products in a broader context than normal. Interbrand said the brand value of Mastercard has risen to $9.4 billion by 25 million.
“Many research you’re doing about your company are about who you think your products are competing with and how you’re doing,” said Mr. Rajamannar. “Collectively, everyone is competing for the hearts and minds of consumers, not just in your categories.” He added: “These kinds of external research that cut through categories are beneficial to us as well.”
Amazon ranked third in the ratings of Interbrand, behind Apple Inc. at No. 1 and Google at No. 2. But the brand value of Amazon rose much quicker to $125.3 billion in 24 years. Disney rose from No. 14 to No. 10 with a brand value increase of 11 percent to $44.4 billion.
The companies that do well are the ones that make big bets, Mr Trevail said, citing as an example the streaming-video service from Disney that will arrive next month.