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Google and Apple at the top - Tencent and Alibaba on the advance

Most valuable brands: Adidas enters Top 100 - China is the big winner

The market research and consulting company Kantar Millward Brown has published its annual ranking of the world's most valuable brands for 2018. As one of only two sporting goods manufacturers, Adidas has made it into the Top 100.

Kasper Rorsted has been CEO of Adidas since 2016.
Kasper Rorsted has been CEO of Adidas since 2016.

According to the BrandZ study conducted by Kantar Millward Brown, the brand value of Adidas increased by 50 percent to USD 12.456 billion compared to 2017. This value is sufficient to enter position 100.

Apart from Adidas, Nike is the only sporting goods manufacturer to make the list. With a brand value of 38.479 billion dollars (+ 13 percent), the US company ranks 29th, but loses three places compared to the previous year.

Google on top in front of Apple and Amazon

Chinese brands are the big winners of the year: The technology company Tencent increased its brand value by 65 percent to 178.990 billion dollars and climbed three positions to fifth place, the e-commerce giant Alibaba gained five positions and is now the world's ninth most valuable company with 113.401 billion dollars (+92 percent).

As in 2017, the US technology group Google (302.063 billion dollars) dominates ahead of Apple (300.595 billion dollars) and Amazon (207.594 billion dollars).

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