New BrandZ report says technology and customer engagement key factors for global growth and Disney most disruptively creative company.
China is a key player, accounting for the three fastest rising brands in BrandZ™ Top 100 Most Valuable Global Brands.
The new rankings have been developed by WPP and Kantar Millward Brown. The total brand value of the top 100 firms has grown by a record 21 percent in the last year. The ranking is now valued at $4.4 trillion, a growth of almost $750 billion.
The market is particularly buoyant for tech firms – eight out of ten of the top brands are either technology or tech-related. Google and Apple retain the top two spots (with respective growth of +23 percent to $302.1 billion and +28 percent to $300.6 billion). Amazon came in third position, followed by Microsoft. Tencent rose to fifth position, with Facebook in sixth position, up three places from last year). Assume you’ll add in graphic showing top ten – easier to see figures that way rather than adding them into copy.
“We’ve seen the biggest ever rise in brand value this year, driven by growth across all categories,” says David Roth, CEO of WPP. “Both new and established players have seen the payoff in being bold and adopting a long-term outlook towards brand-building.”
China makes its presence felt
The Chinese market is making waves. 14 Chinese brands appear in the ranking this year, and the value of China’s Top Ten brands has grown year on year by +47 percent, over double that of US brands. Alibaba entered the top 10 (at number nine) for the first time with 92 percent growth (thanks to its global expansion and the success of Singles Day).
India and Indonesia also demonstrated strong regional growth. Excluding China, seven Asian brands appear in the Top 100. Regional bank BCA came in at number 99, the first Indonesian brand to enter the ranking.
Disney leads customer engagement and creative disruption
“Brands that are winning in the intelligence-led marketing era include businesses such as Amazon and Tencent who put the consumer at the heart of everything they do,” says Doreen Wang, Global Head of BrandZ at Kantar Millward Brown. “These brands use technology to understand the needs of their consumers and apply these learnings to create an ecosystem of services that fulfil multiple needs, enabling a seamless consumer experience between platforms.”
Companies such as Disney, Apple and Amazon are seen as highly creative and ‘disruptive’ – capable of ‘shaking things up’. This helps make them amongst the world’s most valuable brands, the report indicated.
CNBC reports that Disney has the highest score at 137 on the new creativity and disruption measure. Its brand value has increased by three percent this year to $53.8 billion. It has invested highly in digital transformation at its theme parks. Innovations include MagicBand 2 wearable technology that gives visitors itineraries and replaces the need for tickets for rides.
Apple also scored high, with 135. Amazon scored 128. The average score was 100.
“The most innovative brands are constantly looking at how they can continue improving the life of the consumer,” says Wang. “Shaking things up means never being satisfied with today.”