For the first time this year Millward Brown has included a business-to-business ranking in the BrandZ report. It classes B2B companies as those that generate the majority of their revenues from the B2B part of the brand.
This year’s BrandZ Top 100 sees Chinese brands move down in the rankings, owing also to the banking and oil and gas industries facing pressure. Chinese brands’ average value dropped by 9% versus 2015.
The highest ranked brands in the BrandZ top 100 list have grown at more than twice the rate of those in the bottom two thirds over the past decade, proving that being meaningful, different and salient drives growth.
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.
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.
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.