The world’s 100 biggest brands still command a significant premium over others and that value increased by 3 per cent to $3.4tn this year, according to the latest BrandZ rankings compiled by Millward Brown, the research agency.
Over the past 10 years, the value of the top 100 brands has more than doubled — increasing by 133 per cent. That value (see box on page 3 for methodology) is calculated in terms of financial measures such as revenues and profitability combined with surveys of how consumers view brands.
Elspeth Cheung, head of BrandZ valuation at Millward Brown, says: “The top 10 used to be dominated by consumer goods. This year, it’s technology.”
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