Top 100 global brands, 2017

BrandZ has been compiling rankings of the world’s most valuable brands since 2006, during which time there has been a noticeable shift in the positioning of technology companies. The 37 tech companies in the top 100 now account for more than half the value of the total — 54 per cent — up from 37 per cent in 2006. The companies in the ranking table are also younger - the age of a top 10 brand has almost halved from 88 years to 42 over the last decade.

About this list

BrandZ calculates values by considering financial measures — revenues and profitability — combined with surveys of 3.1m consumers in 51 countries for their views about brands.

2017	2016	Change	Brand	Category	Country	Value 2017 ($m)	Value 2016 ($m)	Value change (%)
1	1	–	Google	Technology	US	245,581	229,198	7.1
2	2	–	Apple	Technology	US	234,671	228,460	2.7
3	3	–	Microsoft	Technology	US	143,222	121,824	17.6
4	7	3	Amazon	Retail	US	139,286	98,988	40.7
5	5	–	Facebook	Technology	US	129,800	102,551	26.6
6	4	-2	AT&T	Telecom Providers	US	115,112	107,387	7.2
7	6	-1	Visa	Payments	US	110,999	100,800	10.1
8	11	3	Tencent	Technology	China	108,292	84,945	27.5
9	10	1	IBM	Technology	US	102,088	86,206	18.4
10	9	-1	McDonald's	Fast Food	US	97,723	88,654	10.2
11	8	-3	Verizon	Telecom Providers	US	89,279	93,220	-4.2
12	12	–	Marlboro	Tobacco	US	87,519	84,143	4
13	13	–	Coca-Cola	Soft Drinks	US	78,142	80,314	-2.7
14	18	4	Alibaba	Retail	China	59,127	49,298	19.9
15	14	-1	Wells Fargo	Regional Banks	US	58,424	58,540	-0.2
16	17	1	UPS	Logistics	US	58,275	49,816	17
17	15	-2	China Mobile	Telecom Providers	China	56,535	55,923	1.1
18	19	1	Disney	Entertainment	US	52,040	49,229	5.7
19	16	-3	GE	Conglomerate	US	50,208	54,093	-7.2
20	20	–	Mastercard	Payments	US	49,928	46,141	8.2
21	22	1	SAP	Technology	Germany	45,194	39,023	15.8
22	21	-1	Starbucks	Fast Food	US	44,230	43,565	1.5
23	New	n.a.	Xfinity	Telecom Providers	US	41,808	n.a.	n.a.
24	26	2	Home Depot	Retail	US	40,327	36,440	10.7
25	23	-2	Deutsche Telekom	Telecom Providers	Germany	38,493	37,733	2
26	24	-2	Nike	Apparel	US	34,185	37,472	-8.8
27	25	-2	Vodafone	Telecom Providers	UK	31,602	36,750	-14
28	27	-1	ICBC	Regional Banks	China	31,570	33,637	-6.1
29	30	1	Louis Vuitton	Luxury	France	29,242	28,508	2.6
30	28	-2	Toyota	Cars	Japan	28,660	29,501	-2.9
31	32	1	Walmart	Retail	US	27,934	27,275	2.4
32	38	6	Accenture	Technology	US	27,243	22,813	19.4
33	31	-2	Budweiser	Beer	US	27,037	27,925	-3.2
34	35	1	Zara	Apparel	Spain	25,135	25,221	-0.3
35	33	-2	BMW	Cars	Germany	24,559	26,837	-8.5
36	34	-2	American Express	Payments	US	24,150	26,641	-9.4
37	48	11	Samsung	Technology	South Korea	24,007	19,490	23.2
38	36	-2	L'Oréal Paris	Personal Care	France	23,899	23,524	1.6
39	29	-10	Baidu	Technology	China	23,559	29,030	-18.8
40	39	-1	Mercedes-Benz	Cars	Germany	23,513	22,708	3.5
41	44	3	Hermès	Luxury	France	23,416	19,821	18.1
42	37	-5	Pampers	Baby Care	US	22,312	22,911	-2.6
43	40	-3	Movistar	Telecom Providers	Spain	22,002	21,945	0.3
44	51	7	Intel	Technology	US	21,919	18,632	17.6
45	41	-4	Subway	Fast Food	US	21,713	21,567	0.7
46	49	3	Oracle	Technology	US	21,359	19,489	9.6
47	45	-2	RBC	Regional Banks	Canada	21,145	19,635	7.7
48	43	-5	HSBC	Global Banks	UK	20,536	20,276	1.3
49	50	1	Huawei	Technology	China	20,388	18,652	9.3
50	47	-3	NTT	Telecom Providers	Japan	20,197	19,552	3.3
51	63	12	FedEx	Logistics	US	19,441	16,236	19.7
52	65	13	PayPal	Payments	US	19,156	15,910	20.4
53	55	2	Ikea	Retail	Sweden	18,944	18,082	4.8
54	46	-8	China Construction Bank	Regional Banks	China	18,770	19,617	-4.3
55	58	3	ExxonMobil	Oil & Gas	US	18,727	16,838	11.2
56	60	4	TD	Regional Banks	Canada	18,551	16,543	12.1
57	66	9	Shell	Oil & Gas	UK	18,346	14,940	22.8
58	54	-4	Colgate	Personal Care	US	17,740	18,319	-3.2
59	56	-3	Citi	Global Banks	US	17,580	17,055	3.1
60	64	4	Commonwealth Bank of Australia	Regional Banks	Australia	17,437	16,227	7.5
61	57	-4	Ping An	Insurance	China	17,260	16,910	2.1
62	53	-9	Orange	Telecom Providers	France	17,180	18,465	-7
63	69	6	HDFC	Regional Banks	India	17,137	14,440	18.7
64	93	29	Moutai	Alcohol	China	16,983	11,465	48.1
65	New	n.a.	YouTube	Technology	US	16,785	n.a.	n.a.
66	67	1	Cisco	Technology	US	16,725	14,508	15.3
67	61	-6	Gillette	Personal Care	US	16,278	16,400	-0.7
68	68	–	Costco	Retail	US	16,257	14,461	12.4
69	52	-17	BT	Telecom Providers	UK	16,026	18,575	-13.7
70	73	3	DHL	Logistics	Germany	15,844	13,199	20
71	70	-1	US Bank	Regional Banks	US	15,202	14,098	7.8
72	62	-10	Agricultural Bank of China	Regional Banks	China	14,981	16,331	-8.3
73	84	11	Chase	Regional Banks	US	14,289	12,330	15.9
74	89	15	JPMorgan	Global Banks	US	14,129	11,943	18.3
75	77	2	ANZ	Regional Banks	Australia	14,044	12,883	9
76	New	n.a.	HPE	Technology	US	14,018	n.a.	n.a.
77	81	4	Siemens	Conglomerate	Germany	13,947	12,485	11.7
78	59	-19	China Life	Insurance	China	13,910	16,712	-16.8
79	85	6	LinkedIn	Technology	US	13,594	12,314	10.4
80	80	–	Gucci	Luxury	Italy	13,548	12,592	7.6
81	82	1	KFC	Fast Food	US	13,521	12,386	9.2
82	76	-6	Lowe's	Retail	US	13,375	13,001	2.9
83	75	-8	Ford	Cars	US	13,065	13,084	-0.1
84	86	2	Pepsi	Soft Drinks	US	12,730	12,188	4.4
85	72	-13	Sinopec	Oil & Gas	China	12,639	13,206	-4.3
86	91	5	eBay	Retail	US	12,365	11,509	7.4
87	95	8	Bank of America	Regional Banks	US	12,286	11,289	8.8
88	78	-10	Telstra	Telecom Providers	Australia	12,273	12,825	-4.3
89	87	-2	Aldi	Retail	Germany	12,273	12,077	1.6
90	New	n.a.	Salesforce	Technology	US	12,234	9,914	23.4
91	74	-17	Honda	Cars	Japan	12,163	13,195	-7.8
92	New	n.a.	Netflix	Technology	US	12,057	9,289	29.8
93	New	n.a.	Snapchat	Technology	US	12,026	n.a.	n.a.
94	71	-23	Bank of China	Regional Banks	China	12,013	13,803	-13
95	94	-1	SoftBank	Telecom Providers	Japan	11,964	11,343	5.5
96	New	n.a.	Sprint	Telecom Providers	US	11,795	n.a.	n.a.
97	98	1	AIA	Insurance	Hong Kong	11,691	10,545	10.9
98	100	2	Adobe	Technology	US	11,649	10,440	11.6
99	90	-9	Red Bull	Soft Drinks	Austria	11,567	11,667	-0.9
100	92	-8	Nissan	Cars	Japan	11,341	11,479	-1.2