Global Top 100 value rises 8%, despite the year’s turbulence
Ranking increases 152% over 12 years
(pdf, 48 Mb)
The Store WPP, EMEA & Asia
|Each time I write a welcome column for our annual
BrandZ™ Global Top 100 Most Valuable Brands report,
the year’s highlights typically fall into logical order. Not
this time. In such an unusual year, where do you begin?
First, we Brits surprised the world
with Brexit. (Don’t blame me - I did
not vote for it.) Then the Americans
surprised themselves with Trump.
Meanwhile, Prime Minister Narendra
Modi surprised Indians with
demonetization, and soon after won
a landslide election in Uttar Pradesh,
home to about 200 million people,
triple the population of the UK.
The political drama that roiled major
Latin American economies was less
shocking, as was China’s ongoing
implementation of its “One Belt,
One Road” vision for expanding
economic presence abroad to balance
slower growth at home. But all these
developments raised the temperature
for brand builders.
Since these are topsy-turvy times, I’ll
begin with the bottom line:
- The value of the Global Top 100
increased 8 percent year-on-year.
That’s a big deal any year. But
especially in the year we had; and
- Over the past 12 years - since just
before the global recession, and
during the economic climb since
then - the value of the BrandZ™
Global Top 100 increased 152
percent in value; also
- The value of the BrandZ™ Strong
Brands Portfolio increased
124.9 percent over those 12
years, outperforming both the
S&P 500 and the MSCI World
Index, demonstrating that
valuable brands deliver superior
All these results illustrate that
although market volatility is inevitable,
the impact on brands is not.
That’s why this report is so
important. We tell you what
happened, why it happened,
and how the lessons of this
disruptive year can help build
and sustain brand value.
Think of this report as the definitive
brand yearbook. It examines both
consumer-facing and business-facing
brands across 14 product categories,
with the analysis of five geographic
regions, and additional details about
brands and consumer attitudes in
China, India, Russia, Latin America,
and Southeast Asia.
The report focuses primarily on the
world’s most valuable brands, but not
exclusively on those brands. Emerging
brands are disrupting categories,
challenging established brands,
and enticing consumers in both the
world’s mature and fast-growing
markets. The report studies this
Go to to learn more.