WPP and Kantar Millward Brown have released their annual BrandZ Top 100 most valuable global brands ranking for 2018.
The ranking is based on the dollar amount a brand contributed to the overall value of a corporation, and is based on interviews with over three million consumers about thousands of brands, with rigorous analysis of the financial and business performance of each company (using data from Bloomberg and Kantar Worldpanel).
The BrandZ rankings are the only brand valuations in the world that take into account what people think about the brands they buy.
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 no.3 position ahead of Microsoft, growing +49% to $207.6 billion, while Tencent rose ahead of Facebook (no.6) growing +65% in brand value to $179 billion, up three places from last year’s ranking.
|2018 rank||Brand||Category||Brand value ($ Million)||Brand value change|
|8||McDonald’s||Fast food||126 044||+29%|
Rise of China
This was also the first year non-US brands grew faster than US brands since the ranking’s creation 13 years ago.
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.
The BrandZ Top 100 included seven Asian brands (excluding China), which grew +14% giving them a total brand value of $146 billion. Regional bank BCA (no.99) became the first Indonesian brand to enter the ranking, and newcomer Maruti Suzuki entered the Top 10 Car category for the first time.
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. The third fastest riser was Moutai (no.34) growing by +89%.