‘Fearsome five’ rule top brands survey
Nine of the top 10 most valuable global brands and all seven of the newcomers to the top 100 list are tech companies — and retail, the fastest-growing category, was driven by e-commerce brands
Collectively they are known in marketing circles as tech’s "fearsome five", and they dominate the 2017 BrandZ Top 100 Most Valuable Global Brands survey. Google, Apple, Microsoft, Amazon and Facebook have taken top spots in the survey — the first of the big valuation studies to be released this year. Nine of the top 10 are technology-related brands, as are all seven of the newcomers to the top 100 list — XFinity, YouTube, Hewlett Packard Enterprise, Salesforce, Netflix, Snapchat and Sprint. The survey is conducted by marketing and brand consultancy Kantar Millward Brown, and is in its 12th year. The study combines measures of brand equity based on interviews with more than 3m consumers globally about thousands of global consumer-facing and business-to-business brands, with analysis of the financial and business performance of each company. One local marketing director notes: "While no SA brands operate on the scale and reach of the top 10, it gives local companies an opportunity to ...
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