Tech’s ‘Fearsome Five’ Dominate the BrandZ™ Top 100 Most Valuable Global Brands 2017


The 2017 BrandZ™ Top 100 Most Valuable Global Brands ranking and report has now been published by WPP and Kantar Millward Brown.  In its 12th year, this is the most comprehensive study into brand value, grounded in unique attitudinal data from over 3 million consumer interviews.  The report includes an indepth analysis of consumer and business-facing brands across 14 categories as well as the Global Top 100 ranking.

In a turbulent year, brands have continued to deliver.  The Top 100 brands increased in value by 8 percent year-on-year to now be worth $3.64 trillion.  The Fearsome Five technology giants – Google, Apple, Microsoft, Amazon and Facebook – take the top places in this year’s ranking and combined are worth 25% of the total value of the Top 100.

Continuing the theme of disruption, the report focuses not only on the world’s most valuable brands, but also at the emerging brands which are shaking up the status quo and challenging the established order.

This report includes indepth analysis of what it is that makes valuable brands so enduring, looking at the importance of branding over price, strong brands and meaningful difference.

A Healthy brand, an OK brand or a Frail brand – which category does your brand fall into?

A few highlights from this year’s rankings and report include:

  • Tech’s Fearsome Five (Google, Apple, Microsoft, Amazon and Facebook) dominate the ranking worth 25% of the total Top 100 brand value.
  • Amazon is now one of the world’s Top 5 most valuable brands. It rose to number 4 in the Top 100 after increasing its brand value +41% to $139.3bn.
  • Google, Apple and Microsoft retain the top three positions, growing their brand value +7% to $245.6bn, +3% to $234.7bn and +18% to $143.2bn respectively over the past year, while Facebook, at no. 5, grew +27% to $129.8bn.
  • Newcomers to this year’s Top 100 are XFinity, YouTube, Hewlett Packard Enterprise, Salesforce, Netflix, Snapchat and Sprint – all tech-related brands
  • Chinese brand Tencent broke into the Top 10 and number 7 following at 27 percent increase in brand value to $108.3 billion.
  • The Top 100 Brands are worth $3.6 trillion, an increase of eight percent over the prior year.
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You can review the 2017 global rankings and report here 

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