Welcome to the 25^th edition of Interbrand’s Best Global Brands ranking and report. This is a historic milestone, as we celebrate the world’s most extensive longitudinal study on the role that brand plays in driving revenue and creating market value. 

We cannot overstate or overestimate the scale of change we have experienced over the past twenty-five years. Since 2000, 185 brands have featured across our prestigious ranking. 85 have disappeared over time – including once synonymous household names like Kodak, Heinz, Nokia and AOL. Just 35 brands have remained in the Best Global Brands table cover time and only two, have remained consistently in the Top 10: Microsoft and Coca-Cola.  

Utilising our data from the last 25 years we see that a focus on operational efficiencies and short-term gains has cost the world’s most valuable brands $US 3.5 trillion in cumulative brand value since we started our study. This equates to approximately $200bn of lost revenue opportunity over the past 12 months.

Read on to learn more and find out what a quarter of a century of Best Global Brands analysis teaches us about the future of business.