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BrandZ: Martin Guerrieria
Public relations: Lucy Edgar

BrandZ Top 100 most valuable global brands 2018

Ranking report (pdf, 65 Mb)
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Record increase in value touches every category

Brands more necessary in complex market

Ranking report

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Ranking report
(pdf, 65 Mb)

Photo - DR
David Roth
CEO, The Store WPP, EMEA & Asia and Chairman, BAV Group
Twitter: davidrothlondon


The WPP BrandZ™ Top 100 Most Valuable Global Brands 2018 set a record this year, increasing 21 percent, the highest year-on-year percentage increase in a decade and the greatest addition of value ever - $748 billion. The surge rippled across every category without exception.

This stellar achievement followed 12 years of steady growth, despite buffeting by the global economic crisis and by ongoing - ever increasing - disruption from e-commerce, radically changed shopping habits, and new technologies, including artificial intelligence and fintech.

Although this year’s stronger global economy influenced the value increase, it was only one factor. A rising tide floats all ships, but a growing economy does not float all brands, at least not equally. Strong brands do better - usually much better. The best evidence is the stock market.

Over the past 12 years, when the S&P 500 increased 102 percent, the BrandZ™ Strong Brand Portfolio (brands in the Global Top 100 with the strongest brand equity) increased 172.1 percent. That growth gap is worth a lot of shareholder money.

And the gap is getting even wider. Brands that are different and innovative - themselves disruptive - grow value faster than even the strongest brands. Over the past 12 years, our BrandZ™ Strong and Innovative Brands Portfolio increased 226.7 percent in value, more than twice the rate of the S&P 500.

Here’s the key insight: Brands that depend on the economic tide alone may be caught in the turbulence. Growth - even survival - depends on being innovative and different - and communicating those advantages in innovative and different ways.
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