Cookies remember you so we can ensure to give you the best experience possible. By using this website or closing this message, you are agreeing to our cookies and policies

Do not show this message again
UK Insights

Netflix, Amazon and Alibaba contribute to biggest ever rise in BrandZ™ Top 100 Most Valuable Global Brands

Jane Bloomfield

Head of Sales & Marketing

Brands 29.05.2018 / 02:00

netflix

Total brand value increases by a record 21% ($750 billion), to reach $4.4 trillion, while Vodafone remains at no.1 in the UK rankings.

The BrandZ Top 100 Most Valuable Global Brands ranking, released today by WPP and Kantar Millward Brown. The total brand value of the Top 100 grew by 21% ($748 billion), despite economic and political uncertainty in many regions of the world, to reach $4.4 trillion – close to the GDP of Japan.

Eight of the Top 10 brands are technology or tech-related, 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 up to no.3 ahead of Microsoft, growing +49% to $207.6 billion. Tencent rose to no.5 ahead of Facebook (no.6), growing +65% to $179 billion. Tech-related brands now account for over half (+56%) of the Top 100’s overall value.

The total value of the BrandZ Top 10 most valuable UK brands has increased +7% to $140.24 billion. Vodafone remains the UK’s most valuable brand and is at no.37 in the BrandZ Global Top 100. Three other UK brands are also in the global ranking: HSBC (no.50), Shell (no.63) and BT (no.94).

The UK brands that have increased their value have successfully innovated through smart partnerships with tech companies, and the use of intelligence-led marketing technologies such as AI, AR, machine learning and predictive analytics, to connect with consumers and deliver a great brand experience.

Shell (+10%) partnered with IBM to allow retail customers to check out in five seconds without scanning purchases one by one, and launched the world’s first in-car payment system. Burberry (+5%), which now sits just outside the UK Top 10 at no.11, used Facebook Messenger chatbots to improve customer service, and introduced AI into its chat platforms and app. Asos (no.14 in the UK) used Instagram Stories to great effect, and launched a mobile app that applies AI to learn from each transaction, then adapt and improve the shopping journey.

The BrandZ™ Top 10 Most Valuable Global Brands 2018

Rank 2018

Brand

Category

Brand value 2018 ($M)

Brand value change

Rank 2017

1

Google

Technology

302,063

+23%

1

2

Apple

Technology

300,595

+28%

2

3

Amazon

Retail

207,594

+49%

4

4

Microsoft

Technology

200,987

+40%

3

5

Tencent

Technology

178,990

+65%

8

6

Facebook

Technology

162,106

+25%

5

7

Visa

Payments

145,611

+31%

7

8

McDonald’s

Fast food

126,044

+29%

10

9

Alibaba

Retail

113,401

+92%

14

10

AT&T

Telecom providers

106,698

-7%

6

The BrandZ™ Top 10 Most Valuable UK Brands 2018

Rank 2018

Brand

Category

Brand value 2018 ($M)

Brand value change

Rank 2017

1

Vodafone

Telecom providers

28,860

-9%

1

2

HSBC

Global banks

23,633

+15%

2

3

Shell

Oil and gas

20,264

+10%

3

4

BT

Telecom providers

13,604

-15%

4

5

Sky

Telecom providers

11,988

N/A

N/A

6

BP

Oil and gas

11,846

+6%

5

7

Tesco

Retail

9,079

+13%

6

8

Lipton

Soft drinks

8,668

+10%

7

9

Barclays

Global banks

6,280

+5%

8

10

Dove

Personal care

6,020

+4%

9

Overall, UK brands are still suffering from a perceived lack of innovation among consumers, largely due to being in categories that are considered to be less innovative. The average score for innovation across all UK brands is 102, compared with 110 for the BrandZ Global Top 100, which includes many hard-hitting technology and retail brands.

Sky is the most innovative brand in the BrandZ UK Top 10, with a score of 112, which has helped to drive a value increase of 11% in just six months. Tesco (+13%) is the most-loved brand in the UK Top 10, having changed its fortunes through a clear strategy of connecting more effectively with consumers and shifting from a focus on price to one of creating a better customer experience.

The ongoing success of Dove (+4%) demonstrates the power of consistency and a long-term commitment to purpose and investing in the brand. It has followed the consumer trend towards more natural beauty, and rolled out innovations such as Baby Dove and its DermaSeries line for women with skin conditions such as eczema, while all the time staying true to its 13-year-old ‘Real Beauty’ message.

The UK’s value growth is more modest than that of the global ranking, but the strongest brands have risen to the top by retaining a sharp focus on listening to and engaging consumers and getting the experience right. They’re focused on meeting consumer needs in a relevant and meaningful way. This increasingly involves using technology to make it easier to find out about, order and pay for the things we want, get them in our hands more quickly, gain more from using them, and ultimately tell other people about the value we perceive them to have.

Martin Guerrieria, Global BrandZ Research Director at Kantar Millward Brown says: “With continuing perceptions that there’s an ‘innovation gap’ in the UK, partnerships are proving pivotal for brands that may struggle to innovate organically. A smart collaboration can be a way to quickly gain capability and credibility, and create a perception of innovation, as well as bringing increased speed, agility and reach. But the collaboration has to feel right, and be completely relevant to the purpose and the brand.”

Key trends highlighted in this year’s BrandZ Global Top 100 study include:

  • Newcomers include US telecoms giant Spectrum (no. 27), Uber (no.81), Instagram (no.91), and the first Indonesian brand in the ranking bank BCA at no.99.
  • This was the first year non-US brands grew fastest. Disruptive Chinese brands made a huge impact, with 14 appearing in the Top 100. They saw year-on-year value growth of +47%, more than double that of the US brands (+23%).
  • Trailblazing Chinese brands also dominate the fastest risers this year: JD.com (no.59) +94%, Alibaba (no.9) +92% and Moutai (no.34) +89%.
  • Retail was the fastest rising category, growing +35% in value over the last 12 months, driven by ecommerce brands.
  • Brands support value creation more strongly than ever. If we compare the growth of all the brands in the ranking with S&P500 and MSCI World Index, our portfolio outperforms by 70% and 122% respectively.

As the largest and definitive brand equity platform in the world, BrandZ reflects the brands that are integrated into today’s consumer lifestyles. It is the only brand valuation study to combine interviews with over three million consumers globally with analysis of the financial and business performance of each company (using data from Bloomberg and Kantar Worldpanel).

The BrandZ Top 100 Most Valuable Global Brands report and rankings, and a great deal more brand insight for key regions of the world and 14 market sectors, are available online here. The Global report, rankings, charts, articles and more can also be found via the BrandZ app. The BrandZ app also contains the same features and functionality for all BrandZ regional reports and is free to download for Apple IOS and all Android devices from www.brandz.com/mobile or search for BrandZ in the respective iTunes or Google Play app stores.

Source : Kantar Millward Brown

Editor's Notes

About the BrandZ™ Top 100 Most Valuable Global Brands Ranking

Carried out by WPP's marketing and brand consultancy Kantar Millward Brown, the BrandZT Top 100 Most Valuable Global Brands ranking is now in its thirteenth year. As the world's largest and most definitive brand equity platform, BrandZ reflects the brands that are integrated into today's consumer lifestyles. It is the only brand valuation study to combine interviews with over three million consumers globally with analysis of the financial and business performance of each company (using data from Bloomberg and Kantar Worldpanel).

In order to identify the dollar amount a brand contributed to the overall value of a corporation, BrandZ combines measures of brand equity 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.

Latest Stories

This week sees the annual weigh-in at London Zoo, the start of Notting Hill Carnival and GCSE results released. What else is happening?

UK voters are getting more concerned about what leaving the EU would do to standards of healthcare, finds Kantar Public

Many people may not even have the means to play them, but vinyl records are still pretty popular, says Kantar data.

As well as being English Curry Week, this week sees students receive their A-Level results.

Kantar Worldpanel data shows that the breakfast category is back in growth once again, with eggs and cereal rising in popularity.

Related Content