Forbes' brand list covers the top 100 brands in the world listed by brand value, beginning with the top five brands of 2015: Apple, Microsoft, Google, Coca-Cola and IBM. Along with value, the list includes the change in value from the previous year, brand revenue, advertising costs and the industry.
The top brand on the list for 2015, Apple, has a brand valuation of $145.3 billion, while the brand listed in 100th place, Estee Lauder, has a valuation of $6.1 billion. The top of the list is dominated by technology brands, with six out of 10 brands coming from the tech sector. Among the top 10 that aren't technology companies are Coca-Cola from the beverages industry, McDonald's restaurants, The Toyota auto company and GM, which Forbes lists as diversified.
Though the top of the list is filled with tech companies, the list on a whole is highly diversified. Telecom giants AT&T and Verizon are both on the list, along with financial services companies American Express and Visa. Retailers such as Home Depot and IKEA are also listed as top brands. Other industries represented include alcohol, tobacco, media, luxury and transportation. Revenue from the listed companies ranges from $3.4 billion for MTV to $364.8 billion for Exxon Mobil.