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BrandZ Top 100 most valuable global brands 2017

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Ranking report (pdf, 48 Mb)
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Global Top 100 value rises 8%, despite the year’s turbulence

Ranking increases 152% over 12 years



Ranking report

Download the
Ranking report
(pdf, 48 Mb)






Photo - DR
David Roth
CEO
The Store WPP, EMEA & Asia
David.Roth@wpp.com
Twitter: davidrothlondon


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 shareholders returns.

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 phenomenon.

Go to brandz.com to learn more.