The report tracks the value of the world’s most valuable brands and provides insights on the potential of strong brands. The total brand value of the 2018 BrandZ Top 100 is $4.4 trillion following a record 21% growth. China continues to grow its presence on the world stage with both Tencent and Alibaba ranking in the Top 10, and seven brands making the list of the Top 20 fastest-risers – three at the top of the list.
This is the first year where every category has seen growth. The rRetail category surged ahead with a 35% increase due to a shift towards eCommerce. Tech-related brands like Amazon, Alibaba, and eBay dominate not just Retail, but the BrandZ Global Top 100, accounting for over half the ranking’s value.
Here are the Top 20 brands:
2018 BrandZ Top 100 Global Brands. (2018). Kantar Millward Brown.