Microsoft has been named the world’s most valuable B2B brand for the second year running in a report released by WPP and Kantar Millward Brown.
As part of the BrandZ Top 100 Most Valuable Global Brands 2017 report, the top 20 global B2B companies were ranked according to their overall brand value. For the second year in a row, Microsoft claimed the top spot with a brand value of $143bn, an 18% YoY increase.
IBM (valued at $102bn) retained its number two spot with 18% YoY increase, with Wells Fargo ($58bn) ranking third for a second consecutive year.
Interestingly, the world’s top 20 B2B brands have increased their combined value by 11%, with Shell boasting the most rapid surge, rising two places since last year with 23% YoY growth.
Technology brands featured heavily in the top 10, and conglomerate GE was the only inclusion to lose value.
Peter Walshe, global BrandZ director at Kantar Millward Brown, commented: “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.”
Jane Bloomfield, Kantar Millward Brown’s head of UK marketing, said: “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. They also have great elasticity, confidently playing in new territories and categories to expand their customer bases. More traditional brands can avoid being left in the tech brands’ wake by using technology – in particular AI – to deliver their core products in new ways, and provide an exceptional customer experience.”
Making up the remainder of the top 20 most valuable global B2B brands were UPS, GE, SAP, Accenture, Intel, Oracle, HSBC, Huawei, FedEx, ExxonMobil, Shell, Citi, Cisco, DHL, J.P. Morgan, Hewlett Packard Enterprise, and Siemens.
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