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Technology and telecom brands enter the ranking

Categories reflect Global 100 growth trend


Five of the newcomers to the BrandZ Global Top 100 are technology brands, spanning both business-to-consumer (B2C) and business-to-business (B2B) sectors, and two brands are telecom providers. These categories drive the growth of Global Top 100.


Xfinity, the highest-value Newcomer, entered the BrandZ Global Top 100 at No. 23. A brand of Comcast, the US telecommunications giant, Xfinity provides TV, internet, and telephone service, and is about to introduce mobile. It expanded its X1 cloud-based video platform and drove viewership during the Rio Olympics.


YouTube expanded its offering of original content for viewers as well as its advertising options for customers. It updated its TrueView ads, which include videos of varying length with content designed specifically to appeal to the targeted audiences. And while watching a video on mobile, the viewer can also scroll through related product offerings.


HPE (Hewlett Packard Enterprise) appeared in the Global Top 100 for the first time, having completed its first year as a corporate entity created when Hewlett-Packard split the company into two parts, spinning off HPE to focus on servers, storage, networking, and consultation, enabling it to better confront the disruptive changes in information technology.


Soon after Snap Inc. completed its IPO, it signed an agreement with NBC Universal to have the Snapchat photo-messaging app carry content from the 2018 Winter Olympics. It also began to redefine itself as a camera company, introducing a product called Spectacles, eyeglasses with a camera. Netflix grew revenue as it expanded its audience of global viewers interested in on-demand movies or TV, and introduced more original content.


Salesforce appears on the list because the brand that challenged some of the legacy business technology companies is rising in brand value. Salesforce continued to expand its cloud-based customer relations platform, designed for collaborative working with up-to-the-minute information. Sprint, a challenger telecom providers brand, appealed to millennials with a price-driven, contract-free proposition, and irreverent messaging that pokes fun at the category leaders.