The world is filled with brands. Big brands, small brands, popular brands, declining brands, the list could go on forever. But when it comes to the global brands that everyone can recognize, keeping track of who's in first place is on everybody's mind. Fortunately, BrandZ has come out with a list of the Top 100 Most Valuable Global Brands in 2017.
The annual report scores brands on value and contribution (but mostly on value), leading to a comprehensive list of brands that most people could recognize if you just showed them the logo. And, despite the hectic year we've had, most of the top global brands didn't move much on the list compared to last year.
“Strong brands continue to deliver value for the companies that own them, regardless of economic, political and category disruption,” said Peter Walshe, global BrandZ director at Kantar Millward Brown, in a statement.
As is to be expected, technology companies dominated the top of the list, with Apple, Google, Microsoft, Amazon, and Facebook locking up the top 5. In fact, the only non-technology company in the top 10 was McDonald's, and we know they aren't going anywhere any time soon.
“The superstar technology brands in the BrandZ Global Top 100 are capable of abundant innovation, using their platforms to create connected ecosystems that meet multiple needs and make our lives easier,” Jane Bloomfield, head of U.K. marketing for Kantar Millward Brown, said.
The purpose of the report, as explained by David Roth, CEO of The Store WPP and author of the welcome column for the report, was to have a “definitive brand yearbook” that could aid in the analysis of global brands across the world. And, as he puts it, while disruptive times can be stressful for the market, these brands have the ability to withstand even the harshest of economic storms.
If you're interested in checking out the report for yourself, you can find it here. Check out the rest of the top 100 below and see where they landed compared to last year.
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