Interbrand recently released its 2024 Global Best Brands report, and once again, only Xiaomi and Huawei made the list among Chinese brands, ranking at 87th and 93rd respectively.
Both Huawei and Xiaomi appeared on the list last year as well. Xiaomi maintained its position at 87th, while Huawei slipped slightly from 92nd to 93rd this year.
Interbrand has been publishing this list since 2000, focusing on companies that derive over 30% of their sales from markets outside their home country. They compare brand value by converting financial strength and growth potential into monetary terms.
Once again, Apple tops the list, marking its twelfth consecutive year as the best brand. Other companies that made it to the top ten include Microsoft, Amazon, Google, Samsung, Toyota, Coca-Cola, Mercedes-Benz, McDonald’s, and BMW.
Interestingly, since 2000, a total of 185 brands have appeared on the list, but only 35 have consistently made it into the top 100 each year. Just two brands have managed to stay in the top ten continuously: Microsoft and Coca-Cola. The majority of the brands on the list are from the United States, with others hailing from Japan, South Korea, the Netherlands, Switzerland, and more.
To qualify for this list, several criteria must be met: there should be sufficient publicly available data regarding the brand’s financial performance, at least 30% of the revenue must come from regions outside the brand’s home area, the brand should have a presence in emerging markets, it must be expected to show positive economic profit in the long term, it should possess a significant level of global recognition, and a “brand strength score” must meet or exceed specific thresholds.