Brands that are using technology to make people’s lives easier in new and innovative ways are winning in 2018, according to Kantar Millward Brown’s latest BrandZ report of the world’s top 100 brands, with technology and tech-related names accounting for 92% of the overall ranking, as reported in Marketing Week.

Tech behemoths Google and Apple lead the way, both of which break the $300bn brand value threshold for the first time – the only brands in the ranking to do so, according to the report. Google again takes first place with a brand value of $302bn following a 23% rise, while Apple is just behind at $301bn after seeing a 28% boost.

However, Amazon, (for which the Washington DC region is a top HQ2 contender) is closing in quickly, and is on one of the fastest trajectories the report has ever seen, increasing its brand value by 49% to $208bn this year, which means it bumps Microsoft (which itself grew 40% to $201bn) into fourth place.

“Brands are increasingly concentrating on being able to meet consumer needs in interesting ways that gives them a superior advantage over their competitors – particularly when it comes to making people’s lives better and easier with technology,” explains Millward Brown’s BrandZ global strategy director, Peter Walshe.  More here.

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