Despite mobile failure Microsoft's brand going from strength to strength

Interbrand today released its 2017 Best Global Brands ranking and Microsoft was ranked 3rd on the list. Apple and Google are the two other companies that are ahead of Microsoft in the list.

“We are living in one of the most exciting periods of change—societal, technological, industrial—that impacts every aspect of commerce and life,” said Jez Frampton, Global Chief Executive Officer of Interbrand. “In this ever-shifting context, growth becomes more challenging, which is why businesses need brands more than ever. The Best Global Brands understand that brands are the platform for growth.”

Last year, Microsoft was ranked 4th on the list with $72.79 billion brand value. Despite poor performance in the mobile business over the past 12 months, Microsoft’s brand ranking has moved up one position with 10% brand value growth. As you can see from the graph below, Microsoft’s brand growth is trending positively over the past several years.

Interbrand’s ranking is based on three key components that contribute to a brand’s cumulative value:

• The financial performance of the branded products and services
• The role the brand plays in influencing customer choice
• The strength the brand has to command a premium price or secure earnings for the company

You can find the full list of top 100 brands here.