WPP and analytics firm Kantar Millward Brown yesterday released the 2018 BrandZ Top 100 Most Valuable Global Brand rankings, and they certainly reflect our burgeoning international tech landscape.
Eight of the top 10 brands are technology or tech-related, with the top five being Google, Apple, Amazon, Microsoft and Tencent respectively.
“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,” said Doreen Wang, global head of BrandZ at Kantar Millward Brown. “These brands use technology to understand the needs of their consumers and apply these learnings to create an ecosystem of services that fulfill multiple needs, enabling a seamless consumer experience between platforms.”
The 2018 rankings show the list’s largest annual increase in value of nearly $750 billion (+21 percent), for a total brand value of $4.4 trillion, according to a statement. This is also the first year that growth was reported across every category in the BrandZ top 100 as well as the first year that non-U.S. brands outstripped U.S. brands, with 14 Chinese brands appearing on the list.
“We’ve seen the biggest ever rise in brand value this year, driven by growth across all categories,” said David Roth, WPP CEO,EMEA and Asia. “Both new and established players have seen the payoff in being bold and adopting a long-term outlook towards brand-building.”
The study reports other key trends including the prevalence of AI and AR in brand marketing to stay relevant with consumers, strategic partnerships that maximize efficiency and retail as the fastest growing category.