Moscow. June 6. INTERFAX.RU a Telecommunications company Tencent became the first Chinese brand in the top ten most expensive brands in the world: the study of BrandZ Top 100 Most Valuable Global Brands 2017 conducted by the Agency Millward Brown order largest advertising company WPP the world, it occupies the 8th place. The remaining nine positions in the top 10 got from the U.S., and Google remains the first brand value in the world for the second year in a row and seventh time in the last 11 years. Over the past year, Google’s brand rose 7%, to $245,6 billion.
In second place is Apple, a brand which is estimated at $235 billion, 3% more than in 2016, but 5% less than in 2015, when Apple led the ranking. On 3-th row the third consecutive year, Microsoft holds, the value of the brand which, according to experts, grew by 5% to $143 billion In the first ten of the rating also includes Amazon, Facebook, AT&T, Visa, IBM and McDonald’s.
Only the top 100 brands increased in value 8% compared with the year 2016, rising to $3.64 trillion. On the “great and terrible” tech giants – Google, Apple, Microsoft, Amazon and Facebook – account for a quarter of the total cost of leading brands. The most significant rise in the brand value in dollar terms over the past year has demonstrated Amazon (+$40.3 billion, or 41%, to $139,3 billion, 4-e a place). In percentage terms most of all added Adidas (+58%) and Chinese premium alcohol brand Moutai (+48%, 64-e a place).
In the ranking of the BrandZ this year, no Russian companies, while in 2009-2014 had two of them, and in 2008 one.
Beginners rankings were just seven companies, all of them somehow related to the technological sector: Telecom operator Sprint (96-e a place), messenger Snapchat (93-e a place), the video streaming service Netflix (92nd place), Salesforce (90th place), Hewlett Packard Enterprise (the 70th place), YouTube (65-e a place) and XFinity (23-e a place, brand broadcasting Corporation Comcast).
The ranking of the most expensive brands of the world Brandz Top 100 is compiled annually since 2006. The aggregate value of the brands of its member companies for this period increased by 2.5 times. Now the top 10 companies cost about the same ($1.42 trillion), as the whole hundred brands of 2006 ($1.44 trillion).