Google leads the ranking of the most valuable brands in the world in 2018 according to the BrandZ Ranking developed by Kantar Millward Brown and WPP, which has just been published. Google has a value of 302,063 million dollars, 23% more than in 2017.
A short distance from Google is placed, in second position, another technology company: Apple. Its brand value in 2018 is 300.595 million dollars, 28% more than last year.
The third position is for Amazon, which with a brand value of 207.594 million dollars and a growth of 49% manages to unseat the podium to Microsoft, fourth in the ranking with 200.987 million dollars of brand value and an improvement of 40%.
The fifth place is for the first non-US company in the ranking: the Chinese Tencent, which has experienced an increase in brand value of 65% to reach 178,990 million dollars. Tencent has increased three positions this year in the ranking and has taken the fifth place to Facebook, which is now sixth.
The 100 most valuable brands in the world according to the BrandZ Ranking of Kantar Millward Brown and WPP have increased their overall value by 21% this year 2018 compared to the previous year.
Technology is the great queen when it comes to generating brand value. Eight of the top ten brands in the BrandZ Ranking are technological or directly related to technology.
Three Chinese brands have grown the most among the top 100 in the world this year: JD.com (94%), Alibaba (92%) and Moutai (89%).
Zara and Movistar, among the top 100
Two Spanish brands, Zara and Movistar, continue to appear one more year in the ranking of the 100 most valuable in the world. Zara, which has increased its value by 7%, ranks 42nd with a brand value of 26,860 million dollars. Movistar earns 4% of value and ranks number 53 with a value of 22,824 million dollars.
This ranking is based on more than 3 million surveys and taking into account the financial performance of the brands.