Eight out of the Top 10 are technology or tech-related brands. This category continues to dominate the rankings with Google and Apple retaining the number 1 and 2 spots, growing +23% to $302.1 billion and +28% to $300.6 billion respectively. Amazon moved into the no.3 position ahead of Microsoft, growing +49% to $207.6 billion, while Tencent rose to no.5 ahead of Facebook(no.6) growing +65% in brand value to $179 billion, up three places from last year’s ranking.
The total brand value of the 2018 BrandZ Top 100 is $4.4 trillion following a record 21% growth – equating to a rise of nearly $750 billion.
China continues to grow its presence on the world stage with both Tencent and Alibaba ranking in the Top 10, and seven brands making the list of the Top 20 fastest-risers – three at the top of the list.
This is the first year where every category has seen growth. The Retail category surged ahead with a 35% increase due to a shift towards eCommerce. Tech-related brands like Amazon, Alibaba and eBay dominate not just Retail but the BrandZ Global Top 100, accounting for over half the ranking’s value.
Both the complete ranking and the report are available from the Millward Brown Optimor website.