Google has surpassed Apple to be crowned the most valuable brand in Millward Brown’s BrandZ Top 100 ranking for 2016, valued at $229bn following 32% growth year-on-year.
Facebook and Amazon, which both enter the global top 10 for the first time, are two of the fastest risers in this year’s BrandZ ranking of the most valuable brands in the world. Both have moved up seven spots to claim 5th and 7th places, respectively.
Vodafone retains its crown as the most valuable UK brand but seven of the top 10 UK brands in this year’s BrandZ ranking have dropped in value.
Advertisers’ desire for low-cost impressions puts them at risk of buying fraudulent inventory, but they can protect their investments by partnering with platforms using advanced anti-fraud measures.
In the context of Covid and the wider change happening in the world over the past 12 months, Adidas’s head of global marketing believes the ‘Impossible Is Nothing’ message is even more critical as it shares untold stories of sports culture.
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Covid has forced an overhaul of research tools and approaches, making them quicker, more accessible and more focused on both long- and short-term KPIs.