Which are the most valuable global brands in 2018?
Dior, Gucci, JD.com and Abibaba are among the global brands whose valuation recorded the highest growth in 2018, according to the Brandz Top 100 ranking, whose cumulated value increased by a record 21% in a year, reaching $4.4 trillion.
The ranking is once more led by Google, Apple and Amazon. Alibaba is in 9th position, and among fashion, luxury and apparel brands, LVMH is 26th, Nike 29th, Hermès 39th, Zara 42nd, L’Oréal 44th, Gucci 54th and JD.com 59th. Also listed are Ikea in 76th place, Ebay in 88th and Adidas in 100th.
The survey was carried out by Kantar, which said that “it was the first year in which each category grew [in value]. The retail category grew by 35% thanks to the e-commerce boom. Technology and tech-related brands like Amazon, Alibaba and Ebay dominated not just the retail category but also the Top 100 overall ranking, in which they accounted for more than half of the cumulated value.”
Besides the growing influence of e-tail players, the year was marked by a strengthened Chinese presence in the ranking: Chinese companies listed in the Top 100 grew 49% in number, to 14. North America remains the region with the strongest representation, with 57 corporations worth 71% of the cumulated valuation.
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