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Tech Titans Rule Global Brands Roost

Trend Summary: Technology giants Google, Apple, Microsoft, Amazon and Facebook snare the top five places in the 2017 Brandz ranking.

The annual Brandz ranking study, conducted by WPP and Kantar Millward Brown, combines measures of brand equity based on interviews with over three million consumers about their perceptions of ...

... thousands of global brands.

The study, now in its twelth year, also provides an analysis of the financial performance of each company determining their brands overall value, taking into account regional differences and customer perceptions.

According to Jane Bloomfield, Kantar Millward Brown’s head of UK marketing: “The superstar technology brands in the BrandZ global top 100 are capable of abundant innovation, using their platforms to create connected ecosystems that meet multiple needs and make our lives easier.”

Despite hitting a major low among advertisers after The Time’s exposé earlier this year, Google’s brand value remains buoyant among consumers. The advertising ‘duopoly’ of Google and Facebook also appears to show no signs of slowing, as combined they attracted one-fifth of global adspend across all media in 2016, with Google pulling in the lion’s share of $79.4bn, versus its rival's total of $26.9bn.

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[Estimated timeframe:Q2 2017]

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