Kantar and WPP have just released the 2019 edition of their annual Brandz™ Top 100 Most Valuable Global Brands Ranking. The valuation, commissioned by WPP and conducted by Kantar, is now in its 14th year.
A 52% increase in brand value year-on-year to $315.5 billion places Amazon at the top of the ranking, surpassing for the first time Google and Apple, which had dominated the ranking since 2007.
The ranking reflects consumers’ increasing expectations around customer experience, but also their demand for brands that are behaving ethically and being help accountable. With this in mind, it is no surprise to see Amazon at the top of the list, as they have mastered the use of data and innovation to create superior customer experiences.
Growing concerns over privacy and trust issues are challenging social media platforms, with Facebook stagnating at no.6. However, Instagram saw an impressive 95% value increase year-on-year, which makes it this year’s top riser.
The top 100 ranking includes nine newcomers, the largest number in recent years, which indicates a volatile market. These nine include four Chinese and two Indian brands.
Luxury was the fastest-growing category, driven by improved accessibility and use of technology, and demand from the East. It is closely followed by retail.
For more information visit www.millwardbrown.com or download the full report.
Kantar is the world's leading data, insights and consulting company. We understand more about how people think, feel, shop, share, vote and view than anyone else. Combining our expertise in human understanding with advanced technologies, Kantar's 30,000 people help the world's leading organisations succeed and grow.
WPP is a creative transformation company. We build better futures for our clients through an integrated offer of communications, experience, commerce and technology. For more information, visit www.wpp.com.