The Interbrand ranking: Amazon, Nike and Louis Vuitton among top 100 brands

Once again the Interbrand ranking of the world's most valuable brands featured a strong presence of luxury labels, online retail specialists and apparel distribution giants.

Amazon has for example climbed in eight place, notably overtaking Disney and Facebook. As for Nike, it sits in 18th place, just ahead of Louis Vuitton and H&M, while Gillette is 24th and Zara 27th. Another pure player, eBay, has slipped down to 32nd, two places ahead of French label Hermès.

Another classic French brand, L’Oréal, stayed within the top 50 by ranking 45th, with Gucci in 53rd place, ahead of Colgate in 55th and Adidas in 60th. Cartier is in 62nd place, followed some distance away by Tiffany&Co in 74th. Italian fashion label Prada is 82nd, just ahead of British brand Burberry, 83rd. As for Dior, it stepped in in 89th position, ahead of Ralph Lauren which held on to 98th.

Among the common traits shared by the brands in this top 100 ranking, Interbrand mentioned the experiential aspect. "In their relationship with a corporation, individuals will only make contact at a few touch-points," explained the agency. "The ability to recognise and respond to these needs, contacts and expectations, from one interaction to another, determines the quality of the customer experience."

The Interbrand ranking is based on three elements: the financial performance of products and services, the influence a brand has in the choices of consumers, and a brand's ability to sustain a price premium and guarantee a revenue stream for the corporation.