LONDON – The total brand value of the BrandZ Top 100 Global Brands grew a record 21% over the last year, adding almost $750 billion to the ranking. Google and Apple held their number 1 and 2 spots with Google up 23% to $302.1 billion, Apple up 28% to $300.6 billion, and Amazon jumping to the No.3 position with 49% growth.
For the first time, brands outside the US grew faster than US brands (24% vs 19%), in part due to Chinese brands dominating the Top 20 fastest risers, with three in the lead. Online retailers JD.com and Alibaba ranked No. 59, up 94% and No. 9, up 59% respectively, and premium spirits brand Moutai is No. 34, up 89%.
Brands that are winning in the intelligence-led marketing era are businesses such as Amazon and Tencent who put the consumer at the heart of everything they do. These brands are using technology to understand consumer needs to create an ecosystem of services that enable a seamless consumer experience between platforms.
The report tracks the value of the world’s most valuable brands and provides insights on the potential of strong brands. The total brand value of the 2018 BrandZ Top 100 is $4.4 trillion following a record 21% growth – equating to a rise of nearly $750 billion.
China continues to grow its presence on the world stage with both Tencent and Alibaba ranking in the Top 10, and seven brands making the list of the Top 20 fastest-risers – three at the top of the list.
This is the first year where every category has seen growth. The Retail category surged ahead with a 35% increase due to a shift towards eCommerce. Tech-related brands like Amazon, Alibaba and eBay dominate not just Retail but the BrandZ Global Top 100, accounting for over half the ranking’s value.
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