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The ten most valuable North American brands increased 10 percent in value to $1.26 trillion, about 37 percent of the total value of the BrandZ™ Top 100 Most Valuable Global Brands. The Asia Top 10 contributed the second largest proportion of Global Top 100 brand value, around 11 percent, driven primarily by China. But because of the slowdown in China’s economy, the BrandZ™ Asia Top 10 declined in value 8 percent to $359.6 billion.
Technology, telecom providers, and e-commerce retail brands drove the majority of value both in North America and Asia. The category mix was more diverse in Continental Europe and the UK. The Continental Top 10 increased 5 percent in brand value, and all the European brands increased in value, led by the Spanish fashion brand Zara, with a 14 percent value rise. The results reflected the strengthening of Europe’s economy. In contrast, all but four of the UK Top 10 declined in value. The UK Top 10 decreased 8 percent.
All of the North American brands increased in value except for two iconic technology brands, Apple and IBM. Both declined 8 percent, indicating how the pressures facing the technology category affect both business-to-consumer and business-to business brands. A value increase of 59 percent made Amazon the fastest riser in the 2016 BrandZ™ Global 100; Facebook was third with a brand value increase of 44 percent. (Starbucks, another North American brand was the second fastest riser.)
Six of the Asia Top 10 declined in value. However, with a value rise of 22 percent, Huawei ranked in the BrandZ™ Global 100 Top 20 Risers. The brand’s record sales of smartphones, particularly in Europe, drove the increase. The four Latam brands, all beers, and five of the UK Top 10 brands, rank in their respective categories but do not reach the value threshold of the Global Top 100 ranking.