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Top Brandz (2018)

Top Brandz (2018)

Kantar and WPP have published the 2018 BrandZ™ Top 100 Most Valuable Global Brands ranking and report. The report tracks the value of the world's most valuable brands and provides insights on the potential of strong brands. The total brand value of...

BrandZ 2007-2018_evolution - SELECTIONjust a "random" selection of some of the "TOP100-companies", selected by Ralph Gollner

...the 2018 BrandZ Top 100 is USD 4.4 trillion following a record 21% growth - equating to a rise of nearly USD 750 billion. China continues to grow its presence on the world stage with both Tencent and Alibaba ranking in the Top 10, and seven brands making the list of the Top 20 fastest-risers - three at the top of the list.

Germany/"Home-Bias" (?), then click here: Brands-Ranking

This is the first year where every category has seen growth. The Retail category surged ahead with a 35% increase due to a shift towards eCommerce. An Investment-Portfolio representing a mix of "strong-brand companies" would have led to a great performance since the year 2013, examples  for picking components for such a portfolio would have been: AMZN, FB, GOOGL, MSFT, MCD, PEP, SBUX, DIS, NKE, HD

Portfolio-Outperformance - EVEN (!) - in tough times:

In 2008 BrandZ has been able to compare the performance of the BrandZ Top 100 Most Powerful Brands as a portfolio against the performance of the stock market. Bearing in mind the challenging economic conditions being experienced in some parts of the world, it is particularly interesting to see the role that brand plays in driving value. To take account of the economic developments during the first quarter of 2008, they calculated this portfolio up to the beginning of April 2008.

In order to do this, they created a portfolio of all the brands in the Top 100 that are publicly listed and frequently traded (i.e. not illiquid). The Top 100 Most Powerful Brands portfolio is benchmarked against the S&P 500. For each of the three years that the ranking has been running, "BrandZ" changed the portfolio to reflect that year's Top 100 brands. One can see from the chart, that investing in the BrandZ Top 100 Most Powerful Brands results in a five-fold increase in performance.

The difference in performance between both the Top 100 and the Strong Brands portfolios demonstrates the power of brands. This is particularly relevant when the economy is in a downturn, because strong brands can help to protect businesses from risk.

To recheck that performance-chart please recheck my posting #412 from the year 2016!


"TOP100-Video 2018"