Every year the agency Kantar Millward Brown publishes its BrandZ™ report which is a list of the Top 100 Most Valuable Global Brands. The almost 300-page report is always an interesting read, not only for the data reported but also for what he says about us as humans. The world economy is growing, but to actually get your head around how much and which brands are the biggest and fastest growing, nss will break down the basics of the report and give you the essential information.

Let us get started, the total brand value of the 2018 BrandZ Top 100 is $4.4 trillion following a record 21% growth in value, equating to a rise of nearly $750 billion. Just to give you all the zeros, $4.4 trillion is $4’400’000’000’000. 

The Worlds Top 100 Brands From Tech to Fashion here are the results | Image 0
Looking at the topmost valuable brands in the world we mostly see no big surprises, the podium is topped by Google in first place, Apple in second, and Amazon in third. The two brands most won't recognize are the two Chinese brands, Tencent and Alibaba Group. It should come as no surprise to anyone that the Chinese economy is rapidly expanding and that tech companies like Tencent and Alibaba are showing record-breaking growth. 

Looking at the top 10 risers we see that Gucci’s great year has led to it landing a 6th place on the top risers chart, and Dior’s strong year and successful implementation of Kim Jones has led to a 9th place. Bare in mind that these are just riser, on the overall standing Gucci ranks 54th

The Worlds Top 100 Brands From Tech to Fashion here are the results | Image 0
The Worlds Top 100 Brands From Tech to Fashion here are the results | Image 1

The biggest fashion brand in the world is Louis Vuitton, its very successful year tied in with the appointment of Virgil Abloh as its creative director has meant the hype has carried over into a cash payoff, and we only expect this to grow when his designs become available in shops. Not far behind in 29th place we see Nike, Nike is a constant member of the list that doesn’t fluctuate much, but what is more interesting is that adidas for the first time has made the list in 100th place. Adidas has largely been helped along by Kanye West and his Yeezy sneakers, the hype of which has meant a healthy cash return for the German sports brand. Other fashion brands on the list are Hermes at 39th and Zara at 42nd. 

The Worlds Top 100 Brands From Tech to Fashion here are the results | Image 2
The Worlds Top 100 Brands From Tech to Fashion here are the results | Image 3

These lists are always rather interesting in how they mirror our (western) human lives and what makes the world go round, at least monetarily. Tech, shopping, socials, and money reign supreme, but soon the side effects of these behaviors in the form of junk food, tobacco, caffeine and sugar pop-up on the list. When deciphering the fashion brands, one can lightly conclude that hype without substance won't equal cash flow. If the promises of hype don't translate into really great clothes and designs that people want to buy and wear it doesn’t count for much. One also can't look away from that both Louis Vuitton and Gucci have a very strong accessories game, which is where most of their money comes from and with a strong development of e-commerce means that the most successful luxury brands are the ones that are catering to a new generation of up and coming consumers. 

For more info and the complete report go here.