Key Results: Summary of changes during a record year
Value rise sets record
In its greatest one-year increase in value, the BrandZ™ Top 100 Most Valuable Global Brands added $748 billion, rising 21 percent to $4.4 trillion.
Every category increases
Every category increased in value, with some rebounding sharply, including insurance, which rose 34 percent after declining 1 percent a year ago, and global banks, which rose 24 percent after a 1 percent decline in the previous year.
Retail rises most
Retail increased 35 percent in value, making it the fastest-rising category for the second consecutive year, as e-commerce brands spiked in value and the category adjusted to disruption.
JD.com leads brand value growth
JD.com, the Chinese e-commerce giant was the fastest rising brand, increasing 94 percent, followed by Alibaba, China’s e-commerce leader, with an increase of 92 percent.
Tencent enters Top 5
Tencent, China’s leading internet portal and its most valuable brand, rose to No. 5 in the BrandZ™ Global Top 100.
Asia (China) leads regions
Primarily driven by Chinese brands, Asia led the regions in rate of growth, rising 42 percent, double the rate of the 2018 BrandZ™ Global 100 overall.
China’s influence rises
Chinese brands in the BrandZ™ Global Top 100 increased 49 percent. The value of Chinese brands increased 1,445 percent since the first Chinese brand entered the ranking 12 years ago. Now, 14 Chinese brands rank in the Global Top 100.
North America (US) dominates
Brands from North America, primarily the US, rose 23 percent in value. North America continued to dominate the ranking in number of brands (57) and proportion of value (71 percent). All but two of the brands are US.
Indonesian brand enters
An Indonesian brand entered the BrandZ™ Global Top 100 for the first time, the Jakarta-based bank brand BCA, established in 1957.
Newcomers add regional diversity
Along with BCA, the other Newcomers to the BrandZ™ Global Top 100 include two Chinese brands, JD.com in retail, and the logistics brand SF Express; and one German brand, Adidas, in the apparel category. Four US brands also entered the Global Top 100: Spectrum, a telecom provider; Uber, in transportation; and two technology brands, HP and Instagram.
The business-to-business Top 20 rose 26 percent, more than the Top 100 overall, a substantial gain over the 11 percent increase a year ago and a 5 percent decline a year earlier. Half the brands in the B2B Top 20 are in technology. The strong growth indicates progress in the shift from traditional to cloud-based businesses.
Technology dominates in proportion of value…
Over the past 12 years, technology-related brands increased in proportion of value of the Global Top 100, from 37 percent in 2006 to 56 percent in 2018. The commodities and consumer and retail proportions decreased.
… The Top 10 illustrate technology’s rise…
The rise of technology is most apparent in the 12-year change of the Top 10 ranking. All but two brands are technology-related in 2018, compared with only four brands in 2006.
… And the rise resulted from strong brand equity
The eight new brands in the BrandZ™ Global Top 10 have higher Power, Premium, and Potential than the brands they replaced. These BrandZ™ metrics are aspects of brand equity: Power measures current demand; Premium pertains to a brand’s ability to charge more than its competitors; and Potential indicates future demand.