Interbrand this week revealed the results of its survey of the top brands for 2018, and Microsoft managed to score the number four spot. According to Interbrand, that's largely due to a 16 percent surge in Microsoft's brand value, leaving the company behind only Amazon, Google, and Apple.
Interbrand measures several factors for brand strength, ranging from differentiation and authenticity to engagement and consistency. For Microsoft, Interbrand identified the company's clarity, relevance, and responsiveness as its top performing factors in 2018.
In a sitdown with Interbrand, Chris Capossela, Chief Marketing Officer at Microsoft, credited the company's success in recent years with its focus on empowerment and making its customer's stories the focal point going forward.
