Daily Management Review

Record Brand Value Reported For Brandz Top 100 Most Valuable Global Brands In 2017


Record Brand Value Reported For Brandz Top 100 Most Valuable Global Brands In 2017
There has been a 21% increase in the total brand value of the BrandZ Top 100 which was equal to almost $750 billion. The total value of the top 100 is now about at $4.4 trillion as in 2017.
The growth of brand value of Chinese companies was the fastest and was twice that of U.S> companies and the country also has the three fastest growing global brands.
Many brands have been able to develop a more in-depth understanding of the customers and hence offer and deliver convenience, personalised content and exceptional brand experiences because of the enhanced use of data-driven, intelligence-led technologies like artificial intelligence (AI) and augmented reality (AR), together with creative marketing strategies.
Technology or tech-related brands are among the eight out of the Top 10 brands. Google and Apple have retained the number 1 and 2 spots in this category with growth in brand value of 23% to $302.1 billion and 28% to $300.6 billion respectively. The third spot was occupied by Amazon, surpassing Microsoft, with a growth of 49% at $207.6 billion. on the other hand, Facebook was left behind by Tencentrose for the no.5 spot with 65% growth in brand value to reach $179 billion,
David Roth, WPP, says: "we've seen the biggest ever rise in brand value this year, driven by growth across all categories. Both new and established players have seen the payoff in being bold and adopting a long-term outlook towards brand-building.
"WPP's own focus is on providing innovative approaches for our clients that combine data and technology with world-class creativity. Those companies that invest in intelligence-led marketing and back their brands with the power of creativity and ideas will be the winners in today's world of innovation, disruption and change."
2017 clocked the largest ever increase in brand value with increase of $750 billion despite some regions of the world facing economic and political uncertainty. The over all brand vale of the companies in the BrandZ Global Top 100 list has reached a value of $4.4 trillion which is 204% increase over a period of 12 years since the first list was published in 2006. 2017 is also the fir5ts year when all of the categories of the BrandZ Top 100 have shown growth in brand value.
2017 was also the first year that noted faster growth in non-U.S. brands compared to US brands. While there was just one Chinese company in the 2006 list, 2017 noted the presence of 14 Chinese brands in the list. The total combined growth of the China's Top 10 brands was 47% which was more than double than that of the U.S. brand at 23%. Strong regional growth is also being shown by other parts of the world, such as India and Indonesia. For example, the Maruti Suzuki brand from India entered the Top 10 Car category for the first time.
"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. These brands use technology to understand the needs of their consumers and apply these learnings to create an ecosystem of services that fulfil multiple needs, enabling a seamless consumer experience between platforms", said Doreen Wang, Kantar Millward Brown's Global Head of BrandZ.