The BrandZ top 100 Global Brands report for the year 2017 was recently published by WPP and Kantar Millward Brown. it did not show much of a difference in comparison to its report in 2016 as the Fearsome five tech giants comprising of Google, Facebook, Microsoft, Amazon, and Apple continue to rule the top positions yet again.
The top 100 brands have increased in valuation by 8% to now be worth $3.64 trillion. The five giants alone have a valuation close to 25% of the total valuation of top 100 brands.
The report, now in its 12th year of publication, values brands through comprehensive study and grounded in unique attitudinal data from over 3 million consumer interviews over the year. The data at the end of the report is the reflection of how the companies have evolved over the year into more profitable brands. There is disenchantment in the market and amid these challenges, the brands have continued to evolve.
Who are the winners in 2017 BrandZ Top 100 Global Brands?
In the recently published 2017 BrandZ Top 100 Global Brands report, Retail sectors take a huge stride in category value growth, increasing by 14%. E-commerce sector gives a huge push to retailers like Amazon and Alibaba continue growth by 41pc and 20pc respectively. Aguila, a Colombian beer manufacturer, Coca-cola and pampers solidify Brand contribution, a BrandZ metric for the strength of brand alone. The BrandZ Business-to-Business Top 20 increased 11 percent in terms of value. Shell led from the front with a 23 pc rise as DHL and FedEx show 20 pc growth as well.
Adidas, on the other hand, led the charge in brand value growth, increasing by 58pc on the strength of its on-trend fashion to raise brand popularity in the US.
US and China show continued progress
US and China are eager to leave a mark on the world brand values. This came to be a showcase in the report as 54 of the top 100 brands are based in the US which now comprises 71 percent of the Global Top 100 value. US brands have risen in value by over 181 percent in brand value over 12 years making a significant progress. To break it down, it comes up to 12 percent increase year-on-year value which is ecstatic. China, on the other hand, has 13 of these brands as home base. These brands have shown a continued growth up to 937 percent over 12 years. These brands now comprise 11 percent of Global Top 100 Value.
Domination of Technology based Brands in the report
Technology-driven brands made a mark yet another year with Apple and Google retaining No. 1 and No.2 spots respectively. they are now valued at almost $250 Billion, when if combined becomes the economy of Sweden. Amazon entered the Global Top 10 at Number 4 with a valuation close to $139 Billion. 37 technology-oriented brands now comprise 54 percent of the 2017 BrandZ Global Top 100 value which is a 16 percent year-on-year increase to be precise. The category sees continued aggression as seven newcomers entered this years’ list for the first time include –YouTube, HPE, Salesforce, Netflix, Snapchat and telecom giants Xfinity and Sprint.
Top 20 Risers in the List
Adidas showed a comprehensive progress with the most aggressive rise in the year at 58% growth. Moutai –an alcohol-based brand showed a progress worth 48% increase to see another rise in the report. Other such risers in the list include – Amazon, Burger King, Brahma, Tesla, Netflix, Domino’s Pizza, Rosneft, Tencent, Facebook, Tim Hortons, Salesforce, Samsung, Shell, Corona, Morgan Stanley, Skol, PayPal, and DHL.
Source: Kantar Millward Brown/BrandZ (Including data from Bloomberg)