Lego and Paypal knock Pizza Hut and Nokia out of most valuable brands

The total value of Interbrand’s annual list of the 100 most valuable brands increased by 7pc compared to last year

Lego was the highest new entrant on this year’s Best Global Brands report, the annual index from the Omnicom-owned agency Interbrand of the world’s most valuable brands.

The Danish toymaker’s brand was valued at $5.36bn, placing its 82nd on the list, ahead of Chevrolet, FedEx, Heineken, Ralph Lauren and Kleenex, following the runaway success of The Lego Movie and strong licensing deals with Jurassic World, Star Wars and Frozen.

The new entrants, which included Paypal, Mini, Moët & Chandon and Lenovo, knocked Pizza Hut, Nokia, Gap, Nintendo and Duracell off the list.

The report assesses a brand’s value on the basis of its financial performance, the role it plays in purchasing decisions and the strength of its consumer loyalty relative to its competitors.

The brands must also have a global presence, generating at least 30pc of revenues outside their home region, and deliver long-term profit for the company.

The 100-strong list had an overall value of $1.7 trillion, an increase of 7pc compared to the previous year.

Interbrand found that Apple retained its hold on the top spot for the third consecutive year, following the release of the iPhone 6 and 6 Plus and the Apple Watch.

Its brand rose in value by 43pc to $170.3bn, making it the second-highest riser on the list behind Facebook. The social network’s brand value grew by 54pc to $22bn, taking it from 29th to 23rd place.

Despite the growing prominence of new movers in the automotive industry, such as the cab-hailing app Uber and carpooling services such as Blablacar, traditional vehicles were the most popular category on this year’s ranking, accounting for 15 of the 100 brands included.

Toyota, BMW, Mercedes-Benz and Honda all made the top 20, while Nissan was one of the the report’s highest risers, gaining 19pc in value and climbing to 49th place. Mini entered the index in 98th place with a brand value of $4.24bn.

However, Volkswagen, which recently sparked furore after it was found to be cheating in emissions tests, lost 9pc in brand value and dropped four slots on the index to 35th place.

Volkswagen-Golf-Mk-I

Just six of the top 100 brands were UK-based, accounting for 2.2pc of the index’s total value, led by HSBC in 37th place with a brand value of $11.66bn.

“In today’s hyper-fragmented world, businesses and brands need to move at the speed of life,” said Jez Frampton, chief executive officer of Interbrand.

“The brands that succeed in the coming age are tailored to individuals, and are designed to live in moments, even as they scale, try new things, and push boundaries – from the incredible rise of Facebook and Apple, brands whose very DNA is about user-centricity, to new entrants like Lego and Paypal.”

These are the 20 most valuable brands in the world

  1. Apple ($170.3bn)
  2. Google ($120.3bn)
  3. Coca-Cola ($78.4bn)
  4. Microsoft ($67.7bn)
  5. IBM ($65.1bn)
  6. Toyota ($49bn)
  7. Samsung ($45.3bn)
  8. GE ($42.3bn)
  9. McDonald’s ($39.8bn)
  10. Amazon ($37.9bn)
  11. BMW ($37.2bn)
  12. Mercedes-Benz ($36.7bn)
  13. Disney ($36.5bn)
  14. Intel ($35.4bn)
  15. Cisco ($29.9bn)
  16. Oracle ($27.3bn)
  17. Nike ($23.1bn)
  18. HP ($23.1bn)
  19. Honda ($23bn)
  20. Louis Vuitton ($22.3bn)
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