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UK – Despite a 14% drop in brand value, telecoms giant Vodafone has retained its position as the UK’s most valuable brand in WPP and Kantar Millward Brown’s BrandZ Top 100 ranking.

Vodafone has invested £2bn in its UK network and services, while its brand communications have focused on quality and reliability of its service compared with its competitors’. It recently launched TOBi – an AI chatbot – to speed up response to online queries. 

Globally technology brands dominate with Google, Apple, Microsoft, Amazon and Facebook taking the top five places in the most valuable global brands.

Amazon rose three places to no.4 after achieving the highest growth, increasing by $40.3 billion (+41%) to $139.3bn. It has continued to innovate its online shopping, rapid delivery and entertainment, and has introduced new AI-enabled services including grocery delivery and personal assistant Alexa.

Peter Walshe, global BrandZ director at Kantar Millward Brown, said: “Strong brands continue to deliver value for the companies that own them, regardless of economic, political and category disruption. The BrandZ Global Top 100 is now dominated by the internet giants – brands that have operated on a global stage since day one, and which are built on powerful, innovative technology platforms. This has enabled them to transcend regional and sector boundaries and grow their value at an unprecedented rate.”

 

The BrandZ™ Top 10 Most Valuable Global Brands 2017

Rank 2017

Brand

Category

Brand value 2017 ($m)

Brand value change

Rank 2016

1

Google

Technology

245,581

+7%

1

2

Apple

Technology

234,671

+3%

2

3

Microsoft

Technology

143,222

+18%

3

4

Amazon

Retail

139,286

+41%

7

5

Facebook

Technology

129,800

+27%

5

6

AT&T

Telecom providers

115,112

+7%

4

7

Visa

Payments

110,999

+10%

6

8

Tencent

Technology

108,292

+27%

11

9

IBM

Technology

102,088

+18%

10

10

McDonald’s

Fast food

97,723

+10%

9

 

The BrandZ™ Top 10 Most Valuable UK Brands 2017

Rank 2017

Brand

Category

Brand value 2017 ($m)

Brand value change

Rank 2016

1

Vodafone

Telecoms

31,602

-14%

1

2

HSBC

Global banks

20,536

+1%

2

3

Shell

Oil & gas

18,346

+23%

4

4

BT

Telecom providers

16,026

-14%

3

5

BP

Oil & gas

11,131

+5%

5

6

Tesco

Retail

8,041

-10%

6

7

Lipton

Soft drinks

7,905

-8%

7

8

Barclays

Global banks

5,999

-20%

8

9

Dove

Personal care

5,792

6%

9

10

O2

Telecom providers

5,701

N/A

NEW

 

@RESEARCH LIVE

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