A 3D plastic representation of the Facebook logo is seen in this illustration in Zenica, Bosnia and Herzegovina, May 13, 2015. Facebook announced deals with nine publishers -- including NBC News, the New York Times and BuzzFeed -- to deliver select articles "instantly" on mobile apps. A next logical step for the social giant would be to extend the program to Internet-video providers. Under the Instant Articles program, Facebook caches content on its servers so that it loads up to 10 times faster than regular article posts, which take an average of eight seconds to access. The other launch partners in the program are National Geographic, The Atlantic, the U.K.'s Guardian, BBC News, Spiegel and Bild. REUTERS/Dado Ruvic - RTX1CSWP

Interbrand Inc.; a leading brand consultancy, annual releases its best brand rankings. In October last year, the firm ranked Apple, Google and Coca-Cola as the three most valuable brands in its 2016 Best Global Brands report. However, this year’s rankings have changed as Redmond-based software firm, Microsoft Corp. takes on the 3rd position beating Coca-Cola who take on the 4th position this time around.

Cupertino-based tech firm, Apple Inc. still tops the list for the fifth time in a row, while Mountain View-based internet firm, Google Corp. takes on the second position as usual.

Apple’s brand value grew by 3% to USD$184,154 million to USD$178,119 million. Meanwhile, Google’s brand value rose by 6% to USD$141,703 million, while Microsoft’s was ranked 4th in the 2016 report, it’s brand value this year rose by 10% to USD$79,999 million.

Seattle-based eCommerce firm; Amazon Inc, and Menlo Park-based social networking firm, Facebook Inc., had a top growing where they were ranked in the 5th, and 8th position respectively compared to the 2016 where they were ranked in the 8th, and 15th position respectively. Amazon’s brand value grew by 29% from 33% to USD$64,796 million while Facebook’s grew by 48% to USD$48,188 million.

Armonk-based IT firm, IBM Corp. who was in the 6th position last year, went down to 10th with they brand value decreased to 11% for USD$46,829 million compared to last’s year report that was USD$52,500 million.

Top 15 tech brands

Company 2017 2016
Apple 1 1
Google 2 2
Microsoft 3 4
Samsung 6 7
Facebook 8 15
Intel 15 14
Cisco 16 16
Oracle 17 17
SAP 21 22
HP 53 48
Adobe 56 63
HP (Enterprise) 57 44
Huawei 70 72
SalesForce 84  –
Lenovo 100 99