This year’s BrandZ Top 100 Most Valuable Brands List has seen a handful of new names join the ranks of some of the most successful companies.
New brands making the list this year include Chanel (No. 31), Xbox (No. 87), Haier (No. 89), TATA Consultancy Services (No. 97), Dell Technologies (No. 81), DiDi (No. 71), Meltuan (No.78) and Xiaomi No. 74). The new additions join the likes of current brand leaders such as Amazon and Apple.
Many of this year’s newcomers join the list from the technology field. Brands such as Xbox and Xiaomi are entering the Top 100 from the consumer tech arena, while TATA and Haier add to the list from the B2B space. BrandZ believes the trend of technology brands joining the report will be a common theme moving forward.
“Behind this headline, growth figure lies [in] the success coming from a new phenomenon of ecosystem brand building,” says David Roth, chief executive officer, The Store WPP EMEA and Asia and chairman, BrandZ. “We’re seeing a move from individual product and service brands to a new era of highly-disruptive ecosystems. Brands need to understand the value this type of model can create and should embrace its approach to be successful in the future.”
BrandZ reported that the technology category saw steady year-over-year growth with a four percent increase since last year. In total, the industry was the highest valued vertical on BrandZ’s report.