Apple, Google and Coke take the top three positions in Interbrand’s Global Brands Report this year.
How does the logistics industry fare? Well UPS is the highest entry, flying the flag at 27. DHL makes it in at 81 and FedEx at 92.
According to Interbrand they have brands valued at $14.5bn (£9bn), $5bn and $4.4bn respectively. Apple, in top spot, has a brand value of $118bn by way of comparison (Google at two is past the $100bn mark too).
All may not be lost however. DHL is singled out as a new entry making the most of the new opportunity for delivery and logistics companies that has been created by the explosion of e-commerce, and Fed-Ex’s efforts to best adapt to this wave are mentioned too. On this last point it's probably worth mentioning e-retailer Amazon was this year's top riser at 15 (it was 19th in the list last year).
- Interbrand calculates brand value based on the financial performance of the branded product and service; the role the brand plays in influencing customer choice; and the strength the brand has to command a premium price or secure earnings for the company.