Louis Vuitton, H&M and Nike are holding strong on Interbrand's best global 100 brands ranking, with Hugo Boss making its entry at the end of the list.

"As long as the leaders in the apparel category continue to explore the use of technologies in their retail spaces, to improve the service in their channels, they are well placed to maintain their market shares," stated Interbrand.

Seven fashion brands appear on the list. Leading them in 21st place is H&M, just in front of Nike, which climbs two spots to 22nd. As for Zara, it remains in 36th position.

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Adidas dropped four spots from 55th to 59th, whereas Ralph Lauren moved up from 88th to 83rd place. It thus precedes Hugo Boss, which appears on the list at 97th place, while Gap trails the list at 100, one place behind from last year.

For luxury brands, seven brands are still on the list. Louis Vuitton dropped two places to 19, but still far ahead of Gucci, which moved down from 38th to 41st. Hermès, although behind the latter brands, moved up on the list, advancing from 54th to 46th place, while Cartier moved up two places to 58th.

Prada also moved up two places, from 72th to 70th, just ahead of Tiffany&Co, up four places to 71. Not far behind is Burberry, climbing from 77th to 73rd place.

Apple and Google pass a milestone

American brands Apple and Google are each worth more than 100 billion dollars and maintain their first and second positions in the annual ranking of the one hundred most successful global brands.

It is the first time since the creation of this ranking in 1974 that two brands have reached a value exceeding 100 billion dollars. Assessed at 118.9 billion dollars, Apple saw its worth increase by 21%. The Google brand has been assessed at 107.43 billion dollars, improving its worth by 15%.
 
"The fact that Apple and Google exceed over 100 billion dollars is real proof of brand power," stated Bertrand Chovet, Associate Director of Interbrand Paris.
 
To establish its ranking, Interbrand takes into account three criteria: the financial performance of the products and services sold under the brand in review, the brand's role and notably influence in the consumer's choice, and finally, the brand's power, meaning its ability to create a market advantage and to secure the company's future revenues.
 
The brands with the highest jumps on the list for 2014 are Facebook (29th, +86%), Audi (45th, +27%) and Amazon (15th, +25%).