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Millward Brown

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    • agosto 2017
      Fuente: Millward Brown
      Subido por: Knoema
      Acceso el: 02 enero, 2018
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      The 2017 BrandZ™ Top 100 Most Valuable Global Brands increased 8 percent in brand value year-onyear, to $3.6 trillion, following a 3 percent increase a year ago. Retail led the ranking in category value growth, increasing 14 percent, driven by e-commerce, with Amazon and Alibaba up 41 percent and 20 percent in value. Aguila, a Colombian beer brand, Coca-Cola, and Pampers led in Brand Contribution, a BrandZ™ metric for the strength of brand alone without any other factors. The BrandZ™ Business-toBusiness Top 20 increased 11 percent in value, led by Shell, which rose 23 percent, and DHL and FedEx, each up 20 percent. The value of the BrandZ™ Strong Brands Portfolio increased 124.9 percent between April 2006 and April 2017, outperforming both the S&P 500 and the MSCI World Index. Adidas led the ranking in brand value growth, increasing 58 percent on the strength of its ontrend fashion and its initiatives to raise brand popularity in the US.