Partnerships that embrace tech and make people’s lives easier are proving an effective way for brands to increase their value, according to this year’s BrandZ ranking.
A willingness to embrace technology and innovate has seen three brands from the modern era enter the global BrandZ ranking for the first time.
While Google and Apple keep their positions at the top, Amazon has bumped Microsoft from third place and a number of Chinese giants are threatening the status quo in this year’s BrandZ top 100.
China is the biggest target market for luxury brands and is playing an integral role in boosting value in the sector.