CEO Radio: Interbrand CEO Charles Trevail On The Importance Of Brand Identity

October 08, 2018 - 9:00 am

NEW YORK (WCBS 880) -- Having a clear, well-defined brand identity is more important than ever today, and the firm that keeps score on brands more than any other in the world is Interbrand.

Interbrand has a new chief executive officer in Charles Trevail as of this year, and he talked about his efforts with WCBS 880 "CEO Radio" host Ray Hoffman.

Among the topics – Apple may be the world’s most valuable brand today, but it may only be a matter of time before Amazon passes it up.

Interbrand’s just-released 2018 report shows Apple with a brand value of $214 billion, which represents a 156 percent increase in the value of the Apple brand since it unseated Coca-Cola as the world’s biggest brand, six years ago.

“Apple has the volumes of a Toyota, but the margins of a luxury brand. I don’t think we’ve ever seen that before,” Trevail said.

But Amazon is gaining – rapidly. After a 29 percent increase in its brand value in 2017, the Amazon brand grew in value by 56 percent this year.

As Trevail puts it: “Who’s going to bet on stopping Amazon? It’s probably the most customer-centric company the world has ever seen."