Key Results

Global Top 100 rises 8%, 152% over 12 years

Technology brands drive value growth


The 2017 BrandZ™ Top 100 Most Valuable Global Brands increased 8 percent in brand value year-on-year, to $3.6 trillion, following a 3 percent increase a year ago.

Retail led the ranking in category value growth, increasing 14 percent, driven by e-commerce, with Amazon and Alibaba up 41 percent and 20 percent in value.

Aguila, a Colombian beer brand, Coca-Cola, and Pampers led in Brand Contribution, a BrandZ™ metric for the strength of brand alone without any other factors.

The BrandZ™ Business-to- Business Top 20 increased 11 percent in value, led by Shell, which rose 23 percent, and DHL and FedEx, each up 20 percent.

The value of the BrandZ™ Strong Brands Portfolio increased 124.9 percent between April 2006 and April 2017, outperforming both the S&P 500 and the MSCI World Index.

Adidas led the ranking in brand value growth, increasing 58 percent on the strength of its on-trend fashion and its initiatives to raise brand popularity in the US.


54 of the Global Top 100 brands are based in the US, and US brands now comprise 71 percent of the Global Top 100 value.

US brands rose 181 percent in brand value over 12 years, compared with 102 percent for brands from other countries.

US brands rose 12 percent in value year-on-year, and other brands declined 1 percent, except Chinese brands, which grew 1 percent.

13 of the Global Top 100 brands are based in China, up from only 1 brand 12 years ago.

Chinese brands rose 937 percent in brand value over 12 years, and now comprise 11 percent of Global Top 100 value.


Apple and Google remained the No. 1 and 2 brands in the Global Top 100, each valued at almost $250 billion (combined, about the GDP of Sweden.)

Amazon entered the Global Top 10 at No. 4, with a 41 percent increase in brand value, to $139 billion.

37 technology brands comprised 54 percent of the 2017 BrandZ™ Global Top 100 value. In 2006, 30 technology brands comprised 37 percent of value. (“Technology” includes technology, telecom providers, and e-commerce brands.)

Technology brands in the Global Top 100 increased 16 percent year-on-year, compared with a 4 percent increase for other brands.

The seven Newcomer brands in this year’s Global Top 100 are technology-related: YouTube, HPE, Salesforce, Netflix, Snapchat, and telecom providers Xfinity and Sprint.


The average age of a Newcomer is 20 (started in 1997).

The average age of a Global Top 100 brand is 67 (started in 1950). In 2006, the average age was 83 (started in 1934).


BrandZ Top 100 2017

BrandZ Global 2017 Report Top 100 Report

Top 100 List

Report Flipbook

Methodology and valuation by Kantar Millward Brown

Contact Us