8 technology brands occupy the Top 10 BrandZ, draining 56% of the total value of the Top 100 of the most powerful global brands on the market, and demonstrate the growth of Chinese brands.
Brands are doing well, even very well. WPP and Kantar Millward Brown’s Top 100 ranking of BrandZ has a total value of $ 4.7 trillion.
The value of the brands is growing, and the Chinese are settling
If for the first time all sectors benefit from an improvement – Distribution + 35%; Technologies + 28%; Luxury +28%; Insurance + 24% – the trend is towards the emergence of countries outside the western zone. While US brands continue to dominate the world in both number and value, they are growing less rapidly.
The real trend of the 2018 ranking is the arrival of Chinese brands. 14 new brands have joined the Top 100. Tencent joins 5th place, Alibaba is also entering the Top 10, 9th place and with a growth of 92%, second fastest growth behind its competitor JD.com who returns to the 59th place with a growth of 94%.
Geographically, the United States dominates the value of brands, China is growing at an exponential rate, and the big loser in Europe.
Technologies trust the Top 10
The big technology companies are in first place: they occupy 8 places in the Top 10 brand values, including the top 6 places.
- Amazon – $ 315,505Million (+ 52%)
- Apple – $ 309,527 Million (+ 3%)
- Google – $ 309,000 Million (+ 2%)
- Microsoft – $ 251,244 Million (+ 25%)
- Visa – $ 177,918 Million (+ 22%)
- Facebook – $ 158,968 Million (- 2%)
- Alibaba – $ 131,246 Million (+ 16%)
- Tencent – $ 130,862 Million (- 27%)
- McDonald’s – $ 130,368 Million (+ 3%)
- AT & T – $ 108.375 Million (+2%)
And French brands?
If they are only 4 to appear in the Top 100 brands, the French brands have a technological, Orange, in 65th place, but with a growth of 14% is at the top of the ranking but the progress of brands Telecom, which overall have rather underperformed, like AT & T which should disappear from the Top 10 as soon as the next ranking.
Thus, Hermès (37), L’Oreal (43) and Orange (64), which total 115 billion dollars, are included in the ranking.
Reading the documents published in the framework of BrandZ is very interesting, click here