Microsoft a top-5 global brand according to research firm Interbrand

Earlier today, research firm Interbrand released its 17th annual report on the Top 100 Best Brands. Across all of the one hundred positions, there was an increase in value of 4.8% which raise the overall mark to $1,796,384m USD. Twenty-nine of the one hundred positions were split between technology and automotive industries, a line that has been crossed by Google and Microsoft alike.

All of the top names, Facebook dominated the Top Growing Brands list. A list that Microsoft was unable to even place above the top 29 companies, trailing behind rivals such as Google. However, Microsoft isn’t far behind the crowd, showing a growth of 8% and moving to a stunning $72, 795 million value, it was able to still claimed its place as #4 of the Best Global Brands.

What exactly does ‘Best’ mean? Interbrand considers nominations that exhibit three key components according to the press release (via Business Wire).

• The financial performance of the branded products and services
• The role the brand plays in influencing customer choice
• The strength the brand has to command a premium price or secure earnings for the company

During an interview held with Interbrand a representative of Microsoft, who wasn’t named, gave a bit of insight into the reason for the company’s growth.

As the saying goes, culture eats strategy for breakfast. We can only deliver on our mission if we live our culture. Interestingly, we refer to it as growth mindset. It starts with creating a culture where people are always learning, where leaders are committed to developing each individual, and where we are listening more than we are speaking. We’re making it possible for others to speak so that everyone’s ideas come through, where if you take calculated risks and fail fast, the question is not why did you fail, but rather what did you learn and how does that make us stronger?

As its been steadily increasing its value, Microsoft also continues to chug away towards the top of the tower where Apple and Google sit less comfortably atop their thrones. Even though Coca-Cola beat it to #3, the popular beverage company seems to be taking a plunge of -7% value this year.

Microsoft might be rising to the top three, but will they ever catch up?