Interbrand ranks brands based on the ongoing investment and management of the brand as a business asset. Their method takes into account all of the many ways in which a brand touches and benefits its organization—from attracting and retaining talent to delivering on customer expectation. Navigate to the Interbrand site (http://www.interbrand.com) and read through some of the information. While you're on the site, locate their list of best-rated global brands and answer the questions below.
https://www.interbrand.com/best-brands/best-global-brands/2018/ranking/
What are the top 5 rated brands and the percent change in their brand value from the previous year?
In terms of the top 10 brands, do any of the changes in ranking from the past year to the current year surprise you and why?
Are any companies missing in the top 10 that you expected to see?
Are any companies listed in the top 10 that you did NOT expect to find?