The total value of the Top 100 Most Valuable Global Brands grew by 21 per cent ($748 billion) to reach $4.4 trillion, and Sky is the most innovative brand in the UK, according to new figures released by WPP and Kantar Millward Brown.
Eight of the Top 10 brands are technology or tech-related, with Google and Apple retaining the number one and two spots, growing +23 per cent to $302.1 billion and +28 per cent to $300.6 billion respectively. Amazon moved up to no. 3 ahead of Microsoft, growing +49 per cent to $207.6 billion, while Facebook (no. 6), achieved growth of +65 per cent to $179 billion.
In the UK, the total value of the BrandZ Top 10 most valuable brands also increased by seven per cent to $140.24 billion. Vodafone remains the UK’s most valuable brand and is at no. 37 in the BrandZ Global Top 100. Sky is the most innovative brand in the BrandZ UK Top 10 however with a score of 112, which has helped to drive a value increase of 11 per cent in just six months.
The UK brands that have increased their value have been those to successfully innovate through partnerships with tech companies, and the use of intelligence-led marketing technologies such as AI, AR, machine learning and predictive analytics, to connect with consumers and deliver a great brand experience.
“With continuing perceptions that there’s an ‘innovation gap’ in the UK, partnerships are proving pivotal for brands that may struggle to innovate organically,” said Martin Guerrieria, Global BrandZ research director at Kantar Millward Brown.
“A smart collaboration can be a way to quickly gain capability and credibility, and create a perception of innovation, as well as bringing increased speed, agility and reach. But the collaboration has to feel right, and be completely relevant to the purpose and the brand.”