Vodafone has invested £2bn in its UK network and services, while its brand communications have focused on quality and reliability of its service compared with its competitors’. It recently launched TOBi – an AI chatbot – to speed up response to online queries.
Globally technology brands dominate with Google, Apple, Microsoft, Amazon and Facebook taking the top five places in the most valuable global brands.
Amazon rose three places to no.4 after achieving the highest growth, increasing by $40.3 billion (+41%) to $139.3bn. It has continued to innovate its online shopping, rapid delivery and entertainment, and has introduced new AI-enabled services including grocery delivery and personal assistant Alexa.
Peter Walshe, global BrandZ director at Kantar Millward Brown, said: “Strong brands continue to deliver value for the companies that own them, regardless of economic, political and category disruption. The BrandZ Global Top 100 is now dominated by the internet giants – brands that have operated on a global stage since day one, and which are built on powerful, innovative technology platforms. This has enabled them to transcend regional and sector boundaries and grow their value at an unprecedented rate.”
Amazon rose three places to no.4 after achieving the highest growth, increasing by $40.3 billion (+41%) to $139.3bn. It has continued to innovate its online shopping, rapid delivery and entertainment, and has introduced new AI-enabled services including grocery delivery and personal assistant Alexa.
Peter Walshe, global BrandZ director at Kantar Millward Brown, said: “Strong brands continue to deliver value for the companies that own them, regardless of economic, political and category disruption. The BrandZ Global Top 100 is now dominated by the internet giants – brands that have operated on a global stage since day one, and which are built on powerful, innovative technology platforms. This has enabled them to transcend regional and sector boundaries and grow their value at an unprecedented rate.”
The BrandZ™ Top 10 Most Valuable Global Brands 2017
The BrandZ™ Top 10 Most Valuable UK Brands 2017
| Rank 2017 | Brand | Category | Brand value 2017 ($m) | Brand value change | Rank 2016 |
| 1 | Technology | 245,581 | +7% | 1 | |
| 2 | Apple | Technology | 234,671 | +3% | 2 |
| 3 | Microsoft | Technology | 143,222 | +18% | 3 |
| 4 | Amazon | Retail | 139,286 | +41% | 7 |
| 5 | Technology | 129,800 | +27% | 5 | |
| 6 | AT&T | Telecom providers | 115,112 | +7% | 4 |
| 7 | Visa | Payments | 110,999 | +10% | 6 |
| 8 | Tencent | Technology | 108,292 | +27% | 11 |
| 9 | IBM | Technology | 102,088 | +18% | 10 |
| 10 | McDonald’s | Fast food | 97,723 | +10% | 9 |
The BrandZ™ Top 10 Most Valuable UK Brands 2017
| Rank 2017 | Brand | Category | Brand value 2017 ($m) | Brand value change | Rank 2016 |
| 1 | Vodafone | Telecoms | 31,602 | -14% | 1 |
| 2 | HSBC | Global banks | 20,536 | +1% | 2 |
| 3 | Shell | Oil & gas | 18,346 | +23% | 4 |
| 4 | BT | Telecom providers | 16,026 | -14% | 3 |
| 5 | BP | Oil & gas | 11,131 | +5% | 5 |
| 6 | Tesco | Retail | 8,041 | -10% | 6 |
| 7 | Lipton | Soft drinks | 7,905 | -8% | 7 |
| 8 | Barclays | Global banks | 5,999 | -20% | 8 |
| 9 | Dove | Personal care | 5,792 | 6% | 9 |
| 10 | O2 | Telecom providers | 5,701 | N/A | NEW |
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