Apple places second on the ‘BrandZ Top 100 Most Valuable U.S. Brands’

Google, Apple, Amazon, Microsoft and Facebook topped the first “BrandZ Top 100 Most Valuable U.S. Brands” ranking released today by WPP and Kantar Millward Brown. 

Google's value, driven by strong purpose and customer experience, increased 17 percent to $286 billion, compared with the “2017 BrandZ Global Top 100” ranking published in June. At number two, Apple, the “most meaningfully different brand in the ranking,” grew 19% to $279 billion during the same period. 


Amazon, driven by strong brand experience, jumped one spot to number three compared with the “2017 Global report,” growing 19% $165 billion. When compared with the initial BrandZ ranking in 2006, Amazon's growth tops the chart at 2,662%.

The “U.S. Top 100” brand value totaled $3.16 trillion, with the top 10 brands accounting for half of the total. U.S. brands dominate globally, with 54 ranked in the “2017 Global Top 100.” Overall, technology brands accounted for 19 of the U.S. Top 100 and $1.2 trillion, or more than one-third of the total value.