Millward Brown and WPP have published the 2016 BrandZ™ Top 100 Most Valuable Global Brands ranking and report. The annual report, now in its 11th year, provides great insight on the value of global brands across 14 categories.The value of the 2016 2016 BrandZ™ Top 100 Most Valuable Global Brands increased 3 percent, to $3.4 trillion.
from Sumit RoySix of the 14 categories included in the 2016 ranking declined in value compared with only two last year. One category remained flat. Of the seven categories that increased in value, only two grew by more than 10 percent.With a value increase of 59 percent, Amazon led all brands in value growth, followed by Starbucks (49 percent) and Facebook (44 percent). Two newcomers to the BrandZ™ Global Top 100 also grew substantially in value: JD.com, China’s second-largest e-commerce brand rose 37 percent, and the business-to-business technology brand Adobe increased 41 percent.North America continued to drive the largest proportion of brand value, about 69 percent, followed by Asia. The North America Top 10 brands increased 10 percent in value, while the Asia Top 10 declined 8 percent.
Meanwhile the BrandZ™ Global Top 100 grew steadily over the past 11 years to $3.4 trillion, never losing value, even during the global recession, and leveling only once, in 2011.