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Most Valuable Brands Quiz

Name the most valuable global brands, according to Interbrand.
For the year 2018
Only includes companies that do at least 30% of their business outside their home country
Quiz by Quizmaster
Rate:
Last updated: October 14, 2018
First submittedOctober 11, 2012
Times taken48,498
Rating4.15
10:00
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#
Sector
Brand
1
Tech
Apple
2
Tech
Google
3
Retail
Amazon
4
Tech
Microsoft
5
Beverage
Coca-Cola
6
Electronics
Samsung
7
Auto
Toyota
8
Auto
Mercedes Benz
9
Tech
Facebook
10
Restaurant
McDonald's
11
Tech
Intel
12
Tech
IBM
13
Auto
BMW
14
Entertainment
Disney
15
Tech
Cisco
16
Diversified
GE
17
Sportswear
Nike
18
Luxury
Louis Vuitton
19
Tech
Oracle
20
Auto
Honda
21
Tech
SAP
22
Beverage
Pepsi
23
Luxury
Chanel
24
Payments
American
Express
25
Retail
Zara
26
Financial
J.P. Morgan
27
Retail
IKEA
28
Consumer
Gillette
29
Logistics
UPS
30
Retail
H&M
31
Diapers
Pampers
32
Luxury
Hermès
33
Alcohol
Budweiser
34
Consulting
Accenture
#
Sector
Brand
35
Auto
Ford
36
Auto
Hyundai
37
Beverage
Nescafe
38
Retail
Ebay
39
Luxury
Gucci
40
Auto
Nissan
41
Auto
Volkswagen
42
Auto
Audi
43
Electronics
Philips
44
Financial
Goldman Sachs
45
Financial
Citi
46
Financial
HSBC
47
Financial
AXA
48
Consumer
L'Oreal
49
Financial
Allianz
50
Sportswear
Adidas
51
Tech
Adobe
52
Auto
Porsche
53
Food
Kellogg's
54
Tech
HP
55
Electronics
Canon
56
Diversified
Siemens
57
Restaurant
Starbucks
58
Food
Danone
59
Electronics
Sony
60
Diversified
3M
61
Payments
Visa
62
Food
Nestlé
63
Financial
Morgan Stanley
64
Consumer
Colgate
65
Tech
HP Enterprise
66
Entertainment
Netflix
67
Luxury
Cartier
68
Tech
Huawei
#
Sector
Brand
69
Financial
Santander
70
Payments
Mastercard
71
Auto
Kia
72
Logistics
FedEx
73
Payments
Paypal
74
Toys
Lego
75
Tech
Salesforce
76
Electronics
Panasonic
77
Consumer
Johnson &
Johnson
78
Auto
Land Rover
79
Logistics
DHL
80
Auto
Ferrari
81
Television
Discovery
82
Machinery
Caterpillar
83
Luxury
Tiffany
84
Alcohol
Jack Daniels
85
Alcohol
Corona
86
Restaurant
KFC
87
Alcohol
Heineken
88
Farm
John Deere
89
Oil
Shell
90
Auto
Mini
91
Luxury
Dior
92
Music
Spotify
93
Auto
Harley Davidson
94
Luxury
Burberry
95
Luxury
Prada
96
Beverage
Sprite
97
Alcohol
Johnnie Walker
98
Alcohol
Hennessy
99
Gaming
Nintendo
100
Auto
Subaru
+1
level 32
Oct 18, 2012
I got 25, and I'm surprised that this is above the average of 22... it may change later.
+1
level 66
Aug 5, 2014
I got 23. And the average is still 22. Wow, this was a tough one. :D
+1
level 77
Dec 25, 2016
I got 53 on my first try. But it does seem a bit arbitrary. Like how is Shell on here but not Exxon or Aramco. Lego but not Mattel? Ralph Lauren but not WalMart or Target or Carrefour? Corona but now SnowBeer? Mini but not GM? The Discovery Channel but not HBO or Showtime or Fox or AMC or Nickolodeon or BBC or NewsCorp or PlayBoy? and American Express is above Visa and Mastercard and PayPal?

Also maybe you could accept "Federal Express" for "FedEx?"
+1
level 56
Jan 8, 2019
PlayBoy? What do YOU do outside of Jetpunk? **shiver**
+1
level 77
May 11, 2019
I read and learn stuff so that I have intelligent things to say. What do you do?
+1
level 16
Oct 18, 2012
Great quiz. Some are corporations, though, but it's not your fault. There are lots of P&G brands, but I'd also like to know how Interbrand decide the top brands.
+1
level 80
Aug 11, 2014
The corporation can BE the brand though. In some cases, like Apple, they have deliberately done that. P&G is a conglomerate where there build individual brands, but not really P&G as its own brand.
+2
level 20
Oct 19, 2012
Lol. 38/100. Once you look at the answers its just like "How could I forget that!!"
+1
level 20
Oct 19, 2012
Would have gotten another 42 extra brand names if I thought harder XD!
+1
level 20
Dec 16, 2012
I got 16. And after reading through them all I am shocked at some that I missed. I am also shocked that HSBC even made the list, considering what a crappy, horrible financial company they are. Customer service is the worst I've ever dealt with in my life. But I guess the list isn't based on that.
+1
level 77
Jan 22, 2013
That's true of almost any financial company. Big banks these days are about screwing over the little guy and getting away with murder to increase dividends, and as evinced by recent headlines, HSBC excels at that.
+1
level 77
Jan 22, 2013
It's strange that Nike and Adidas make the list but Converse doesn't. I travel all over the world and Converse hi-tops are extremely popular EVERYWHERE. In Korea it's like 50% of the people wear them. There are a few other big omissions... like Wal*Mart, TATA, and Saudi Aramco. Some of the largest and most profitable companies in the world (in the case of the latter, the most profitable company in the world. And they included Shell). I guess maybe in Aramco's case the brand isn't valuable it's the product that's valuable, but for Wal*Mart and TATA the branding is definitely more important. I'd much rather have shares of either of those companies than Moet & Chandon.
+1
level 77
Oct 12, 2014
Like how can H&M get such a high ranking and Wal*Mart doesn't even make the list? Must be some very strange rationale.
+3
level 82
Oct 12, 2014
WalMart is mostly American only, I think. H&M is to be found all over Europe at least. It's Swedish originally. Converse could be on the list, I agree. Currently knitting socks/shoes that look like Converse. That's the latest fad around here. Shell is also a company that's well known all over. TATA and Saudi Aramco.. well for me those are less known, though I know TATA is darn big.
+1
level 77
Oct 13, 2014
I know H&M locations are all over but... WalMart is one of the top ten companies in the world by market value. H&M wouldn't even come close to making that list. So why is the brand more valuable? Do people really get excited about shopping at H&M? I know a lot of people who are very loyal Wal*Mart customers.
+2
level ∞
Oct 14, 2014
Market value doesn't equal brand value.
+1
level 77
Oct 17, 2014
What does brand value equal then, if it's not how much money the brand is worth, or how attractive or visible the brand is to consumers or other companies? By either of these metrics H&M should be trailing Wal*Mart by at least 200 places.

Interbrand's methodology states the real reason, which is that 30% of the brand's revenue has to come from outside of the brand's home region. So, companies based in countries where the domestic market is worth close to jack squat will move up the rankings; while companies with $136 billion dollars in international sales (a figure equivalent to ALL of the business H&M does) won't make the cut if their revenue in their home country is so incredibly massive that this figure accounts for less than 30%.

more than a bit silly.
+1
level ∞
Oct 18, 2014
Brand value is how much the brand is worth independent of the business. For example, if WalMart went bankrupt tomorrow, how much could they sell the rights to the name "WalMart". My guess is very little.
+1
level 77
Oct 18, 2014
Way more than what H&M could sell their brand for. Sure, a lot of the value of WalMart is in infrastructure and distribution networks, etc. However, Interbrand lists their methodology on their website, and it does take into account market value and global market penetration, but for the reasons I listed above some brands could end up overvalued and some could end up absurdly undervalued.
+1
level 77
Oct 18, 2014
If you don't believe me click on the hypertext link I put above. It's all there in black and white.
+1
level ∞
Oct 28, 2016
Two years later, I'm going to refine my original statement. In my opinion, brand value represents how much "extra" consumers in aggregate pay to buy branded products. For Apple, this is obviously a huge amount. For Wal-mart, this is probably close to zero. They compete solely on price. But I agree that this list is flawed using my metric. For example, HBO or ESPN must have a much greater brand value than Discovery TV.
+1
level 77
Dec 25, 2016
That would all be very interesting, QM, if we were forced to speculate on their methodology. But... we're not. They spell it out and publish it on their website which I linked to. And the ONLY reason Wal*Mart is being valued less than H&M is, like I said, they are docked points for being headquartered in the USA and doing a massive amount of business there. It doesn't really make sense, because the USA is such a huge market that you don't NEED to do business elsewhere to grow a company into one of the most valuable in the world.

On the other hand, if your company is headquartered in some European country, penetrating into foreign markets is absolutely essential.
+1
level 77
Dec 25, 2016
Many Chinese and Indian companies are probably not appearing on the list for the same reason.
+1
level 21
Apr 9, 2018
WalMart is the largest retail company in America. I don't care where else they are, they are at this time the most successful franchise in the U.S and there's no way Tesla can be on the list if WalMart is not.
+1
level 77
Apr 21, 2018
It's sort of like the lists that say Prague gets more tourists than Orlando... which is just stupid. The only way you can say that is if you only count people (or in this case commerce) that crosses international boundaries. But why should that make something more valuable? If I have 20 pounds, 20 euros, and 20 rupees, my wallet is not more valuable than someone who's got 1000 euros and 500,000 US dollars. .... but the latter guy's wallet would not be considered by Interbrand because the 1000 euros is less than 30% of 500,000 USD. I humbly submit that this is dumb.
+1
level ∞
Oct 13, 2018
Thank you @kalbahamut. I added a note about the 30% restriction to the caveats.
+1
level 77
May 11, 2019
That makes the quiz better. Interbrand's methodology is still retarded, though.
+1
level 20
Sep 27, 2014
42/100
+1
level 50
Oct 11, 2014
Complaining. I checked the Interbrand 2012 list and this is different. There are place changes and some that aren't even on their list.
+1
level ∞
Oct 14, 2014
Sorry, the quiz should say "2013".
+1
level 72
Oct 17, 2014
Never did figure out what 'logistics' meant as a sector. Had I know, would have gotten a couple more.
+1
level 71
Oct 24, 2014
Pretty happy with 49. After seeing the list there are so many others I should have gotten, plus some I never would have guessed in a million years.
+1
level 21
Dec 17, 2014
Wow! I totally went blank while taking this quiz and only got 14 right. I started looking at the answers and thinking "Geez, I'm so stupid!!!!!!"
+1
level 34
Jun 17, 2015
37/100 and still beats 74.9% of people, I feel way better now
+1
level 58
Nov 18, 2015
This really is a difficult quiz! Never would have thought of Colgate or Dannon, yet Walmart, Toshiba, etc. aren't on here. Not complaining about the list, I just mean that this used an apparently not-so-often-used area of my brain!
+1
level 77
Dec 25, 2016
Yeah there are some more weird omissions/inclusions in the tech and computers department. Lenovo and Adobe make the cut, but Toshiba, Asus, Acer, Foxconn, LG, Nintendo, Compaq, Dell, AMD, Western Digital, etc do not.
+1
level 29
Dec 27, 2015
I got all the luxury ones, except Ralph Lauren and Hugo Boss. I was kept guessing Chanel and Fendi would have made the list. I really don't consider Boss and Lauren on the same level as Hérmes or Louis Vuitton.
+1
level 54
Sep 20, 2016
Surprised to see my 33 earn me four points...especially since I missed some major ones (Sony, Mercedes Benz, and Facebook for example).
+1
level 57
Dec 25, 2016
You should've made it the top 50 or even 20. Top 100 is waaay too big.
+1
level 25
Dec 25, 2016
This quiz is copied. I made a same quiz under the same description in March. Clearly, QUIZMASTER is copying quizzes.
+3
level ∞
Dec 25, 2016
This quiz has been on the site for over 4 years.
+2
level 62
Dec 25, 2016
More like you created the quiz without knowing this one already existed. Look at the dates of some of the comments, then make your comment to say "I created this quiz before, the Quizmaster is copying people's quizzes".
+1
level 45
Dec 28, 2016
Great quiz. Didn't do well but above average.
+1
level 51
Dec 28, 2016
I got one that only 4% got, because I work for the company. ;-)
+1
level 49
Dec 28, 2016
When you look at all the ones you missed and feel like hitting yourself with your computer. Your Google computer. With an Amazon tab open right next to the quiz.
+2
level 57
Jun 26, 2017
Sort of baffled why Johnson & Johnson is on here but P&G are not, while two of their products (Pampers and Gillette) are.
+1
level 79
Jun 27, 2017
Shocked that Marlboro is not on the list. Even with the western world's disdain for smoking, it is a huge brand with huge global reach. With the restrictions put on advertising in most of the world, being the established brand is a even more valuable. The Forbes list has it as the 25th most valuable in the world between Walmart and Honda.
+1
level 79
Jun 27, 2017
After looking at the Interbrand and the Forbes websites it looks like the Interbrand list is a lot more concerned with the touchy feeling things and is closer to the "best" brands as opposed to the ones that are worth the most money. Under this methodology companies that engage in pursuits that are in some way objectionable will be penalized. Therefore it thelack of Marlboro and all of the oil/chemical companies outside of a Shell at the bottom of the list.
+1
level 45
Jul 15, 2017
Beverage- water
+1
level 51
Jan 14, 2018
I'm shocked that Walmart isn't the top retail.
+1
level 77
Apr 21, 2018
If you look at my comments above you'll see why. Interbrand's methodology only values companies that do more than 30% of their business outside of their home country. Wal*Mart does indeed do business outside of the US, and their international business alone dwarfs some of these other companies, however the fact that their business is so MASSIVELY valuable inside the US means that the international share of it is less than 30% and they are therefore disqualified. It makes no sense but that's the reason why they and many other American/Chinese/Mexican/Indian/Russian companies are not here. This is probably also why European companies are very overrepresented- because European countries are tiny and you can't build a successful business there without expanding to international markets.
+1
level 77
Apr 21, 2018
For the sake of comparison, Zara (#27 on this list) has a total worldwide revenue of $9 billion.

Wal*Mart International in 2016 had sales of $123 billion. But this is only 25% of the $500 billion that the company makes in total. So... Interbrand counts it as 0.
+2
level ∞
Oct 13, 2018
Good point. Clearly the list is flawed in many ways.
+1
level 69
Nov 15, 2018
If I had 24 hours to take this quiz I wouldn't come up with Pampers (or a good 25% of all the other names on this list).