09 Jun TOP 100 GLOBAL BRANDS – WHO’S WINNING IN THIS FICKLE WORLD
Nothing matters more in business than reputation. It is at the heart of what makes your brand – what makes your business – valuable.
And this is perfectly illustrated with the release this week of the 2017 BrandZTM Top 100 Most Valuable Global Brands, published by WPP, our parent company.
The rankings are based on a combination of interviews with over three million consumers globally and a rigorous analysis of the financial and business performance of each company nominated.
Interestingly, the top five places are taken out by technology giants: Google, Apple, Microsoft, Amazon and Facebook. Dubbed ‘The Frightful Five’ by some, the tech giants have redefined our expectations; we now take for granted that products, services, tools and content will be immediately available, anywhere, anytime. But before you think it’s only technology brands that are winning, Adidas is the fastest riser adding 58% in brand value.
Beyond consumers, shareholders too, increasingly expect brands to deliver not just financially but also when it comes to product, clarity of positioning, and leadership.
In this time of shifting value drivers, how does your brand – and your reputation – stack up?