Kantar Millward Brown’s annual Brandz report is a barometer for global brand health. It’s looking good in 2018, with the Top100 increasing in value by 21% and continuing 12 years of growth. The Retail category performed best, experiencing a 35% uplift, but driven largely by tech-centric brands. Technology dominates, now accounting for 8 of the Top 10.  For the first time, brands outside the US grew faster, with China leading the pack.

The TMS Take

In our Trends presented earlier this year, we declared 2018 The Year of Borderless Brands and there is plenty of evidence at the leading edge of the brandscape to support our stance. Alibaba has captured our attention, moving into the Top 10 with a 92% increase. Jack Ma’s ‘New Retail’ model has disruption in its DNA, constantly expanding into new territories. Partnerships with luxury brands like Valentino and Maserati gain entry into new categories. New geographic regions are being conquered, with a Smart City platform in Malaysia and digital education portal in Thailand.  New technologies, including an AI fashion assistant, car vending machine and cashier-less smart stores, power up the CX. Alibaba’s winning formula combines long-term vision with an unwavering focus on the customer.

Eva Coulam

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