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Global Top 100 rises 8%, 152% over 12 years

Technology brands drive value growth


Top-line, year-on-year changes


-               The 2017 BrandZ™ Top 100 Most Valuable Global Brands increased 8 percent in brand year-on-year to $3.6 trillion following a 3 percent increase a year ago.


-               Retail led the ranking in category value growth, increasing 14 percent, driven by e-commerce, with Amazon and Alibaba up 41 percent and 20 percent in value.


-               Aguila, a Colombian beer brand, Coca-Cola, and Pampers led in Brand Contribution, a BrandZ™ metric for the strength of brand alone without any other factors.


-               The BrandZ™ Business-to-Business Top 20 increased 11 percent in value, led by Shell, which rose 23 percent, and DHL and FedEx, each up 20 percent.


-               The value of the BrandZ™ Strong Brands Portfolio increased 124.9 percent between April 2006 and April 2017, outperforming both the S&P 500 and the MSCI World Index.


-               Adidas led the ranking in brand value growth, increasing 58 percent on the strength of its on-trend fashion and its initiatives to raise brand popularity in the US.


Technology dominates


-               Apple and Google remained the No. 1 and 2 brands in the Global Top 100, each valued at almost $250 billion. (combined about the GDP of Sweden)


-               Amazon entered the Global Top 10 at No. 4, with a 41 percent increase in brand value to $139 billion.


-               37 technology brands comprised 54 percent of the 2017 BrandZ™ Global Top 100 value. In 2006, 29 technology brands comprised 37 percent of value. (“Technology" includes technology, telecom providers and e-commerce brands.)


-               Technology brands in the Global Top 100 increased 16 percent year-on-year, compared with a 4 percent increase for other brands.


-               The seven Newcomer brands in this year’s Global Top 100 are technology-related: YouTube, HPE, Salesforce, Netflix, Snapchat, and telecom providers Xfinity and Sprint.


US leads and China rises


-               54 of the Global Top 100 brands are based in the US, compared with 54 brands 12 years ago. US brands now comprise 71 percent of the Global Top 100 value.


-               US brands rose 181 percent in brand value over 12 years, compared with 101 percent for brands from other countries.


-               US brands rose 12 percent in value year-on-year, and other brands declined 1 percent, except Chinese brands, which grew 1 percent.


-               13 of the Global Top 100 brands are based in China, up from only 1 brand 12 years ago.


-               Chinese brands rose 937 percent in brand value over 12 years, and now comprise 11 percent of Global Top 100 value.


Brands get younger


-               The average age of a Newcomer is 20 (started in 1997).


-               The average age of a Global Top 100 brand is 67 (started in 1950). In 2006, the average age was 83 (started in 1934).


12-year change



Global top 100 rises 152 percent in value over 12 years