BrandZ magazine prepared the rating of “100 of the most expensive global brands of 2018 of the year” based on a study by WPP, an international advertising agency.
The study shows that, despite the fact that Google, Apple and Microsoft are still the most expensive brands, brands from retail, textiles and luxury goods are not so far behind them.
With the development of e-commerce, the value of brands in the retail segment has been steadily growing for the second year in a row. So, the online retailer Amazon - has become a leading retail company, with a brand value of $ 207.6 billion and took third place in the ranking of the most expensive brands, ahead of its two rivals Alibaba Group (takes 9 place) and Walmart (31 place), these brands are valued at $ 113.4 billion and $ 34 billion, respectively.
In the luxury segment, Louis Vuitton took an honorary 26 place in the list of the most expensive brands. The French fashion house brand value was $ 41.1 billion, while Hermes, 39 and Gucci (54), were valued at $ 28.1 billion and $ 22.4 billion, respectively.
In the textile field, Nike, Zara and Adidas became winners. Nike brand value increased by 13% and increased to $ 38,5 billion, in the ranking the brand takes 29 place. Its competitor, Adidas, occupies the last hundredth place on the list of the most expensive brands (the brand value of Adidas is $ 12,5 billion), while the Inditex Zara is in the 42 place with a value of $ 26,9 billion.
The study notes several interesting trends:
1) Chinese brands are growing twice as fast as US brands, we are talking about such retail stores as JD.com and Alibaba, the value of which increases significantly from year to year. 2) Brands are increasingly using intelligent technologies, including artificial intelligence and virtual reality; and, finally, 3) strategic, long-term cooperation may be a necessary rule for brands that want to offer the best product or service to their customers.
In general, the total value of hundreds of brands of the rating increased last year by $ 748 billion or by 21%, and amounted to $ 4,4 trillion. This was the most significant increase in the entire twelve-year history of the global ranking.