Revealed: Top 10 most ‘valuable’ global brands

Google has retained its spot as the world’s most “valuable” brand in the world, according to the latest top 100 brands list released by WPP and Kantar Millward Brown.

The total value of the 100 ‘most valuable global brands’ on the list grew by 21 per cent year-on-year to reach $4.4 trillion, the report found.

Not surprisingly, technology and tech-related brands dominated the top 10 rankings, occupying eight spots. 

Overall as well, tech-related brands accounted for over half ( over 56 per cent) of the top 100 brands’ total value.

The rankings also found that non-US brands grew faster than North American brands – the first time since the rankings began in 2006.

Fourteen Chinese brands made it to the top 100, compared to just one (China Mobile) in 2006. The total value of China’s top 10 also grew by  over 47 per cent year-on-year, more than double that of the US brands (over 23 per cent).

“We’ve seen the biggest ever rise in brand value this year, driven by growth across all categories,” said David Roth from WPP.

“Both new and established players have seen the payoff in being bold and adopting a long-term outlook towards brand-building.”

The report also found that increasing use of data-led technologies such as artificial intelligence (AI) and augmented reality (AR) has allowed many brands to build a more “in-depth understanding of their customers” and deliver personalised content.

Top 10 Most Valuable Global Brands 2018

Rank 2018	Brand	Category	Brand value 2018 ($millions)	Brand value change	Rank 2017
1	Google	Technology	302,063	+23%	1
2	Apple	Technology	300,595	+28%	2
3	Amazon	Retail	207,594	+49%	4
4	Microsoft	Technology	200,987	+40%	3
5	Tencent	Technology	178,990	+65%	8
6	Facebook	Technology	162,106	+25%	5
7	Visa	Payments	145,611	+31%	7
8	McDonald’s	Fast Food	126,044	+29%	10
9	Alibaba	Retail	113,401	+92%	14
10	AT&T	Telecom	106,698	-7%	6