Bingeing on Netflix boxsets, sharing stories on Facebook and downloading content from Apple’s iTunes have contributed to a record year of brand value growth in the 2018 BrandZ Top 100 Most Valuable Global Brands ranking released today by WPP and Kantar Millward Brown.
Eight out of the Top 10 are technology or tech-related brands. This category continues to dominate the rankings with Google and Apple retaining the number 1 and 2 spots, growing +23% to $302.1 billion and +28% to $300.6 billion, respectively.
Amazon moved into the number 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.
Despite economic and political uncertainty in many regions of the world, this year’s ranking shows its largest-ever annual increase in value – almost $750 billion (+21%). This gave the BrandZ Global Top 100 an overall total brand value of $4.4 trillion; up 204% over 12 years since it was first published in 2006. This is also the first year that all categories in the BrandZ Top 100 reported growth.
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