Google and Apple remained the No. 1 and 2 brands in the Global Top 100, each valued at almost $250 billion (combined, about the GDP of Sweden.) Microsoft took third place also this year with a 18 per cent leap in brand value to $143.2bn. Amazon entered the Global Top 10 at No. 4, with a 41 percent increase in brand value, to $139 billion.
37 technology brands comprised 54 percent of the 2017 BrandZ™ Global Top 100 value. In 2006, 30 technology brands comprised 37 percent of value. (“Technology” includes technology, telecom providers, and e-commerce brands.)
The seven Newcomer brands in this year’s Global Top 100 are technology-related: YouTube, HPE, Salesforce, Netflix, Snapchat, and telecom providers Xfinity and Sprint.
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.
Both the complete ranking and the report are available from the Millward Brown Optimor website.