Eight out of the Top 10 companies are technology or tech-related brands and continues to dominate the rankings with Google and Apple retaining the No. 1 and 2 spots, growing +23% to $302.1 billion and +28% to $300.6 billion respectively.
Amazon moved into the No. 3 position ahead of Microsoft, growing +49% to $207.6 billion, while Tencent rose to No. 5 ahead of Facebook (No. 6) growing +65% in brand value to $179 billion, up three places from last year’s ranking.
The total brand value of the BrandZ Top 100 grew by a record 21% in the last year, adding almost $750 billion to the ranking despite economic and political uncertainty in many regions of the world, now valued at $4.4 trillion.
The increasing use of data-driven, intelligence-led technologies – such as artificial intelligence (AI) and augmented reality (AR) – alongside creative marketing approaches has allowed many brands to build a more in-depth understanding of their customers and deliver convenience, personalised content and exceptional brand experiences.
David Roth of WPP said, “We’ve seen the biggest ever rise in brand value this year, driven by growth across all categories. Both new and established players have seen the payoff in being bold and adopting a long-term outlook towards brand-building.
“WPP’s own focus is on providing innovative approaches for our clients that combine data and technology with world-class creativity. Those companies that invest in intelligence-led marketing and back their brands with the power of creativity and ideas will be the winners in today’s world of innovation, disruption and change,” added Roth.
BrandZ Top 10 Most Valuable Global Brands 2018 (in $bn):
- Google – 302
- Apple – 300.6
- Amazon – 207.6
- Microsoft – 201
- Tencent – 179
- Facebook – 162.1
- Visa – 145.6
- McDonald’s – 126
- Alibaba – 113.4
- AT&T – 106.7
This was the first year non-US brands grew faster than US brands. Fourteen Chinese brands appear in the Top 100 ranking compared to just one (China Mobile) in 2006. The total value of China’s Top 10 grew year-on-year by +47%, more than double that of the US brands (+23%). Other parts of the world, such as India and Indonesia, are also showing strong regional growth.
Trailblazing Chinese brands dominate the Fastest Risers this year, with JD.com (No. 59) leading the march following a staggering +94% rise in brand value bolstered by its entry into new categories such as finance. Alibaba (No. 9) was second, entering the Top 10 for the first time this year with +92% growth, as it expanded its global reach and the success of Singles Day.
Doreen Wang, Kantar Millward Brown’s Global Head of BrandZ comments, “Brands that are winning in the intelligence-led marketing era include businesses such as Amazon and Tencent who put the consumer at the heart of everything they do. These brands use technology to understand the needs of their consumers and apply these learnings to create an ecosystem of services that fulfil multiple needs, enabling a seamless consumer experience between platforms.”
The BrandZ Top 100 Most Valuable Global Brands report and rankings, and a great deal more brand insight for key regions of the world and 14 market sectors, are available online here. Carried out by WPP’s marketing and brand consultancy Kantar Millward Brown, the BrandZ Top 100 Most Valuable Global Brands ranking is now in its thirteenth year.