Google and Apple have retained the number 1 and 2 spots, growing 23 per cent to $302.1 billion and 28 per cent to $300.6 billion respectively in the recently released 2018 BrandZ Top 100 Most Valuable Global Brands ranking.

Bingeing on Netflix boxsets, sharing stories on Facebook and downloading content from Apple’s iTunes have contributed to a record year of brand value growth, said the BrandZ report released by WPP and Kantar Millward Brown.

The increasing use of data-driven, intelligence-led technologies – such as artificial intelligence (AI) and augmented reality (AR) – alongside creative marketing approaches has allowed many brands to build a more in-depth understanding of their customers and deliver convenience, personalised content and exceptional brand experiences.

Eight out of the Top 10 are technology or tech-related brands. Amazon moved into the no.3 position ahead of Microsoft, growing 49 per cent to $207.6 billion, while Tencent rose to no.5 ahead of Facebook (no.6) growing 65 per cent in brand value to $179 billion, up three places from last year’s ranking.

David Roth, WPP, said: “We’ve seen the biggest ever rise in brand value this year, driven by growth across all categories. Both new and established players have seen the payoff in being bold and adopting a long-term outlook towards brand-building.

“WPP’s own focus is on providing innovative approaches for our clients that combine data and technology with world-class creativity.  Those companies that invest in intelligence-led marketing and back their brands with the power of creativity and ideas will be the winners in today’s world of innovation, disruption and change.”

Despite economic and political uncertainty in many regions of the world, this year’s ranking shows its largest-ever annual increase in value –almost $750 billion (21 per cent). This gave the BrandZ Global Top 100 an overall total brand value of $4.4 trillion; up 204 per cent over 12 years since it was first published in 2006. This is also the first year that all categories in the BrandZ Top 100 reported growth.

This was the first year non-US brands grew faster than US brands. Fourteen Chinese brands appear in the Top 100 ranking compared to just one (China Mobile) in 2006. The total value of China’s Top 10 grew year-on-year by 47 per cent, more than double that of the US brands (23 per cent).

Other  parts  of  the  world,  such as India  and  Indonesia,  are also  showing  strong regional growth. The BrandZ Top 100 included seven Asian brands (excluding China), which grew 14 per cent giving them a total brand value of $146 billion. Regional bank BCA (no.99) became the first Indonesian brand to enter the ranking, and newcomer Maruti Suzuki entered the Top 10 Car category for the first time.

Trailblazing Chinese brands dominate the Fastest Risers this year, with JD.com (no.59) leading the march following a staggering 94 per cent rise in brand value bolstered by its entry into new categories such as finance.

Alibaba (no.9) was second, entering the Top 10 for the first time this year with 92 per cent growth, as it expanded its global reach and the success of Singles Day. The third fastest riser was Moutai (no.34) growing by 89 per cent.

Key trends highlighted in this year’s BrandZ Global Top 100 study include:

• Intelligence-led marketing, such as AI and AR, allows brands to ‘revive and thrive’ and maintain relevance to consumers.

• JD.com and HP reappeared on this year’s list, having both been in the BrandZ Top 100 in 2016. US telecoms giant Spectrum (no. 27) led the Newcomers to the rankings, with Uber (no.81) and Instagram (no.91). Last year’s fastest riser Adidas jumped into the ranking at 100. It was also the first time an Indonesian brand entered the BrandZ Top 100 with regional bank BCA at no.99.

• Partner ships proved pivotal as brands sought ways to maximise efficiency. Leading brands continued to raise the bar on expectations for customer experience at every touch point—both online and offline—from trial to pick-up or delivery by seeking strategic, long-term partnerships.

• Retail demonstrated strong growth as the fastest rising category growing 35 per cent in value over the last 12 months.

• Tech-related brands continue to dominate in the ‘battle of the brands’, accounting for over half (56 per cent) of the BrandZ Top 100’s brand value.

Doreen Wang, Kantar Millward Brown’s global head of BrandZ, said: “Brands that are winning in the intelligence-led marketing era include businesses such as Amazon and Tencent who  put  the  consumer  at  the  heart  of  everything  they  do. These brands use technology to understand the needs of their consumers and apply these learnings to create an ecosystem of services that fulfil multiple needs, enabling a seamless consumer experience between platforms.” – TradeArabia News Service