US Insights

US Companies Dominate Ranking of World's Most Valuable Brands

Ross Tucker

Executive Editor Kantar US Insights

Brands 05.29.2018 / 12:00


57 North American brands made the top 100 and accounted for 71% of overall brand value.

North American brands, and US brands in particular, continued to make up the lion’s share of the world’s most valuable brands in 2018.

The 2018 edition of the BrandZ Top 100 Most Valuable Global Brands report from WPP and Kantar Millward Brown found that total brand value grew by a record 21% to reach $4.4 trillion in 2018. It was the first year all categories in the study reported growth.

Region Brand Value Chart

Eight out of the top 10 brands are in the technology sector or are tech-related. This category continues to dominate the rankings with Google and Apple retaining the number 1 and 2 spots, growing +23% to $302.1 billion and +28% to $300.6 billion respectively. Amazon moved into the no.3 position ahead of Microsoft, growing +49% to $207.6 billion, while Tencent rose to no.5 ahead of Facebook (no.6) growing +65% in brand value to $179 billion, up three places from last year’s ranking.

North American Top 10

This year, 57 North American brands made the ranking and accounted for 71% of the overall value. All but two of the North American brands were from the US. These brands were well positioned to take advantage of a business-friendly climate under the Trump administration, which also helped fuel the stock market. However, tech giants like Google and Facebook grappled with increasingly public scrutiny over the use of private customer data. Brand strength helped these companies sustain strong customer loyalty as they addressed these long-terms concerns.

China on the Rise

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%, more than double that of the US brands (+23%). 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% 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.

Asia Top 10

Trailblazing Chinese brands dominated the fastest risers this year, with leading the march following a staggering +94% 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% growth, as it expanded its global reach and the success of Singles Day. The third fastest riser wasMoutai(no.34) growing by +89%.

The value of Chinese brands in the top 100 has risen 1,445% over the past 12 years, and the number of Chinese brands in the ranking rose to 14 from only one on 2006.

For more information and download the full report click here: 2018 BrandZ Top 100 Global Brands

Source: Kantar Millward Brown

Editor's Notes

Carried out by WPP's marketing and brand consultancy Kantar Millward Brown, the BrandZ™ Top 100 Most Valuable Global Brands ranking is now in its thirteenth year. As the world’s largest and most definitive brand equity platform, BrandZ reflects the brands that are integrated into today’s consumer lifestyles. It is the only brand valuation study to combine interviews with over three million consumers globally with analysis of the financial and business performance of each company (using data from Bloomberg and Kantar Worldpanel).

In order to identify the dollar amount a brand contributed to the overall value of a corporation, BrandZ combines measures of brand equity based on interviews with over three million consumers about thousands of brands, with rigorous analysis of the financial and business performance of each company (using data from Bloomberg and Kantar Worldpanel). The BrandZ rankings are the only brand valuations in the world that take into account what people think about the brands they buy.

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