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%.
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.
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.”