2018’s BrandZ Top 100 Most Valuable Global Brands, published by WPP and Kantar rose 21% in value to $4.4 trillion, adding $748 billion, the largest one-year value increase in the 13 years of publishing the global report. Leading brands continued to raise the bar on expectations for customer experience at every touch point – both online and offline – by seeking strategic, long-term partnerships.
Is your brand leading or languishing?
A brand that is strongly positioned in physical brick and mortar stores or across multiple digital platforms is best placed to survive and thrive. Whether it’s forming affiliations, co-branding or creating integrated brand partnerships, brands that are constantly rebuilding and meeting consumers’ needs in exciting and innovative ways are far more likely to remain healthy. Both innovation and meaningful difference are key factors that will help brands amplify growth. BrandZ’s research revealed brands that scored highly on these two measurements grew by 11% year-on-year, achieving an average brand value of $3.2bn, while brands that were perceived to be less so declined by -37%.