Modern Marketing

Netflix, Amazon, Apple and Alibaba power Brand Z list to new heights

By John Glenday | Reporter

WPP

|

Brandz article

May 29, 2018 | 4 min read

The combined worth of the top 100 most valuable global brands has jumped by the largest amount on record, increasing by 21% to reach $4.4trn.

Leading the surge in value in the BrandZ study, which is compiled by WPP and Kantar Millward Brown, were Netflix, Amazon, Apple and Alibaba – which helped to add $748bn of value to the elite table, an increase of 21%.

Leading the charge in the BrandZ top 100 most valuable brands survey, compiled by WPP and Kantar Millward Brown, were Netflix, Amazon, Apple and Alibaba

Leading the charge in the BrandZ top 100 most valuable brands survey, compiled by WPP and Kantar Millward Brown, were Netflix, A

Interestingly, despite adding equity to the top 100, Netflix didn't make it on to the top 10. Instead, technology-related brands continued to dominate the upper echelons of the table with eight of the top 10 all possessing a digital focus. Google retained the prestigious top spot, while Apple was second in command, with the pair's valuations clocking in at $302.1bn (+23%) and $300.6bn (+28%) respectively.

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Top 10 global brands

  1. Google
  2. Apple
  3. Amazon
  4. Microsoft
  5. Tencent
  6. Facebook
  7. Visa
  8. McDonald’s
  9. Alibaba
  10. AT&T

Top 10 UK brands

  1. Vodafone
  2. HSBC
  3. Shell
  4. BT
  5. ​Sky
  6. BP
  7. Tesco
  8. Lipton
  9. Barclays
  10. Dove

Amazon, meanwhile, leapfrogged Microsoft to claim third after posting growth of 49% and seeing off all challengers om the retail ranking, handing it a valuation of £207.6bn. Elsewhere, Tencent eclipsed Facebook with growth of 65%, propelling it to fifth spot and a valuation $179bn.

UK brand performance meanwhile posted a less than stellar performance, with the top ten combined brands growing by a relatively disappointing 7% to reach $140.24bn.

Vodafone remained the top dog in the national list but fell to a distant 37 in the global roll call.

Martin Guerrieria, Global BrandZ research director at Kantar Millward Brown, commented: “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.”

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