Binging on Netflix, sharing stories on Facebook and downloading content from Apple’s iTunes and Alibaba’s Ali Picture have contributed to a record year of brand value growth in WPP and Kantar Millward Brown’s 2018 BrandZ Top 100 Most Valuable Global Brands ranking.
The increasing use of data driven, intelligence led technologies, such as artificial intelligence (AI) and augmented reality (AR), alongside creative marketing approaches has allowed many brands to build a more in-depth understanding of their customers and deliver convenience, personalized content and exceptional brand experiences.
“We’ve seen the biggest ever rise in brand value this year, driven by growth across all categories. Both new and established players have seen the payoff in being bold and adopting a long-term outlook towards brand-building. WPP’s own focus is on providing innovative approaches for our clients that combine data and technology with world-class creativity. Those companies that invest in intelligence-led marketing and back their brands with the power of creativity and ideas will be the winners in today’s world of innovation, disruption and change,” said David Roth, WPP.
Eight out of the top 10 are technology or tech-related brands. This category continues to dominate the rankings with Google and Apple retaining the number one and two spots, growing 23 percent to USD 302.1 billion and 28 percent to USD 300.6 billion respectively.
Amazon moved into the number three position ahead of Microsoft, growing 49 percent to USD 207.6 billion, while Tencent rose to number five, ahead of Facebook (No. 6) growing 65 percent in brand value to USD 179 billion, up three places from last year’s ranking.
“Brands that are winning in the intelligence led marketing era include businesses such as Amazon and Tencent who put the consumer at the heart of everything they do. These brands use technology to understand the needs of their consumers and apply these learnings to create an ecosystem of services that fulfill multiple needs, enabling a seamless consumer experience between platforms,” said Doreen Wang, Global Head of BrandZ, Kantar Millward Brown.
“We are entering a new era in marketing, where brands will be using AI to deliver unique experiences to consumers and build meaningful relationships. Brands that operate at the convergence of moments, connections and data led intelligence are those that will succeed in this new age,” added Stephen Hillebrand, CEO, Kantar Insights Division, MENAP.