The technology company Google leads the ranking of the world's most valuable brands in 2018 according to the BrandZ Ranking prepared 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.
Not far from Google, in second position, is another technology company: Apple. Its brand value in 2018 is 300,595 million dollars, 28% more than last year.
The third position goes to Amazon, which with a brand value of 207,594 million dollars and a growth of 49% manages to unseat Microsoft from the podium, fourth in the ranking with 200,987 million dollars in brand value and a 40% improvement.
Fifth place goes to the first non-US company in the ranking: China's Tencent, which has experienced a 65% increase in brand value to reach 178,990 million dollars. Tencent has moved up three places this year in the ranking and has snatched fifth place from Facebook, which is now sixth.
The 100 most valuable brands in the world according to the BrandZ Ranking by Kantar Millward Brown and WPP have increased their global 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 are directly related to technology.
Three Chinese brands are the ones that have grown the most this year among the top 100 in the world: 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 number 42 with a brand value of 26.86 billion dollars. For its part, Movistar gains 4% in value and ranks number 53 with a value of 22.824 billion dollars.
This ranking is based on more than 3 million surveys and takes into account the financial performance of the brands.