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

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

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.

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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