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According to foreign media reports, according to foreign media reports, WPP, the world's largest communications group, released the 2017 BrandZ Top 100 Most Valuable Global Brands list in London. Google is number one, China Tencent ranks eighth, and has become history. The first Chinese Internet company to enter the top 10 list. Since this ranking is usually dominated by U.S. companies, foreign media commented that this result caused the industry to pay special attention to Tencent.
Here's a look at the top ten brands, which companies.
1. Google: The brand value is as high as 245 billion US dollars, an increase of 7% from 2016.
Google is the world's most valuable brand. This title has been maintained for seven years in the rankings of the past eleven years. Doreen Wang, global director of BrandZ, said that Google has transformed itself from a pure search engine to a full-fledged social brand. In addition, the Google brand includes: innovative search, driverless, practical online services like Google Cloud, Google Docs, Google Maps, and more.
2. Apple: Brand value increased by 3% to $235 billion.
After Apple climbed the top of the BrandZ brand rankings in 2015, it gradually lost some of its aura. Wang said that Apple “feeled†at the speed of innovation last year was not as fast as Google and Amazon. In BrandZ's rankings, the score heavily relied on the perceptions and feelings of consumers, so if the public can't see Apple's innovation, its brand value will be affected.
3. Microsoft: Brand value increased 5% to US$143 billion.
Microsoft has maintained its third place in the past three years. Wang said that the keyword is the Microsoft cloud. The success of Microsoft's cloud and business services has improved the user's perception of the brand. One-third of Microsoft's profits come from the smart cloud product line of business services. So investors are obviously happy with Microsoft. The stock has soared 16% since the beginning of the year.
4. Amazon: Brand value soared 41% to US$139 billion.
BrandZ believes that Amazon closely follows the needs of consumers and is currently the right strategy for Amazon. As a retail giant, Amazon offers a variety of services: online shopping, fresh express delivery, cloud computing, entertainment, etc. are just the tip of the iceberg. Amazon now continues to develop artificial intelligence services and personal voice assistant Alexa. Since the beginning of the year, Amazon's stock has grown by 34%.
5. Facebook brand value: 130 billion US dollars, an increase of 27%.
Despite controversies such as fake news and live violence, the Facebook brand continues to perform well. Users think that Facebook is friendly and practical, which persuades advertisers to move to the platform, and users do not seem to mind the increase in advertising content.
6. AT&T: The brand value was US$115 billion, an increase of 65%.
Telecommunications giant AT&T has been on the list for seven consecutive years. BrandZ believes that its communication with consumers continues to increase. AT&T hopes to acquire CNN’s parent company, Time Warner, which has a market value of US$109 billion (calculated as debt). If the acquisition is successful, it will be the largest acquisition in history.
7. VISA: The market value is US$111 billion, an increase of 10%.
VISA comes from the United States, but its name circulates globally. Last year, after the American company Costco ended its relationship with American Express and joined VISA and Citigroup, VISA has experienced tremendous growth. Millions of users of American Express cards have converted to Visa and Citi.
8. Tencent: The brand value was US$108 billion, an increase of 27%.
Because of the development of the WeChat platform, Tencent has entered the top ten rankings for the first time. Tencent continued its global expansion and announced last month that it plans to establish an artificial intelligence laboratory in Seattle. Now they are trying to develop overseas. Another Chinese company that once entered the rankings is China Mobile, but since 2013, it has not yet entered the rankings.
9. IBM: The brand value is as high as US$102 billion, an increase of 18% year-on-year.
Since 2006, IBM has become a permanent member of the list. Through the development of artificial intelligence computers, it has become more attractive to consumers.
10. McDonald's
McDonald's is the only non-tech company brand on the list this year. McDonald's greatly increased the value of its brand through the introduction of healthy foods. At the same time, McDonald's will provide localized food choices according to local conditions, adding foods like Chinese and Indian tastes. McDonald's performed quite well compared to other fast food restaurants.
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