WPP/Kantar Millward Brown study names tech giants as most valuable brands

WPP and Kantar Millward Brown have published a new study showing that technology giants are dominating the competition in terms of global brand value.

The 2017 BrandZ Top 100 Most Valuable Global Brands ranking listed Google, Apple, Microsoft, Amazon and Facebook in the top five positions, while Chinese brand Tencent – creator of the WeChat social platform entered the top ten for the first time.

Google, Apple and Microsoft retained the top three positions after experiencing respective year-on-year growth of seven percent, three percent and 18 percent, while Amazon and Facebook saw even more impressive growth rates of 41 percent and 27 percent.

David Roth, EMEA and Asia chief executive at The Store WPP, said: "Dubbed the Frightful Five by some, the tech giants that head the rankings are more like the Fearsome Five to their competitors, given their huge brand power and a seemingly unassailable market position."

Overall, more than half of the top 100's total brand value was contributed by technology-related brands, up from one-third in 2006. Other strong performers included XFinity, YouTube, Hewlett Packard Enterprise, Salesforce, Netflix, Snapchat and Sprint.

This trend reflects the fact that consumers are living increasingly tech-centric lifestyles, with large companies cultivating ever-growing ecosystems to keep users connected.

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