Google, Apple, Amazon Lead BrandZ's Most Valuable List

Google, Apple, Amazon, Microsoft and Facebook topped the BrandZ Top 100 Most Valuable U.S. Brands ranking from WPP and Kantar Millward Brown.

Technology brands accounted for 19 of the U.S. Top 100 and $1.2 trillion, or more than one-third of the total value. However, the category is not the only one with leaders. Retail, fast food and airlines all have strong growth stories, according to the research. 

When looking purely at “brand contribution,” a BrandZ metric that looks specifically at how well a brand differentiates itself, generates desire and cultivates loyalty, Pampers, Estee Lauder, Coca-Cola, Huggies and Tide top the list, demonstrating that Americans have room in their hearts and minds for more than tech.

The top U.S. brands remain focused on purpose, innovation, and delivering a unique brand experience to both U.S. and global consumers, according to the research. While America is in the midst of a volatile, unique political period, U.S. brands remain focused and continue to thrive, says David Roth, CEO EMEA and Asia, The Store WPP.



“With brands ranging in age from just 18 months to more than 200 years old, the rankings demonstrate that savvy U.S. consumers will reward brands that evolve and deliver meaning over time, while also welcoming innovative challenger and transformational brands,” Roth said in a release.

The U.S. Top 100 brand value totaled $3.16 trillion, with the Top 10 brands accounting for half of the total. U.S. brands dominate globally, with 54 ranked in the 2017 Global Top 100.

Google’s value, driven by strong purpose and customer experience, increased 17% to $286 billion, compared with the 2017 BrandZ Global Top 100 ranking published in June. At number two, Apple, the most meaningfully different brand in the ranking, grew 19% to $279 billion during the same period. Amazon, driven by strong brand experience, jumped one spot to number three compared with the 2017 Global report, growing 19% to $165 billion. When compared with the initial BrandZ ranking in 2006, Amazon’s growth tops the chart at 2,662%. 

U.S. brands aren’t without competitive threats. While the Top 100 brands in China,  the world’s second largest economy, have a total brand value of $557 billion, or only one- sixth of the value of U.S. brands, Chinese brands, led by Tencent, are growing rapidly and innovating for an increasingly sophisticated Chinese and global consumer.   

U.S. brands are among the most iconic and valuable in the world, and they are also the target of every brand from both abroad and the vibrant start-up world, said Tim Wragg, CEO, Kantar, Insights, North America. 

“Successful brands remain healthy over time when they build brand love via clear purpose, continual innovation, effective communication and a laser focus on customer experience,” Wragg says in a release. “Sophisticated American consumers continue to set a high bar for U.S. brands, providing them with a strong platform for domestic and global success.” 

Top 100 U.S. brands, including McDonalds and Starbucks, are among ambassador brands that represent “Brand U.S.” abroad, while  adapting to local preferences, showing both boldness and sensitivity, the hallmarks of a modern U.S. brand. 

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