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Reebok, Smirnoff, BrandZ: 5 things that mattered this week and why

Google, Apple and Amazon – the latter now on one of the fastest trajectories the report has ever seen – top this year’s BrandZ top 100 most valuable brands, with technology and tech-related brands accounting for 92% of the overall ranking.

It is clear from the results that brands that focus on meeting consumer needs in interesting ways have an advantage over their competitors – particularly when it comes to making people’s lives easier with technology.

Partnerships are playing an integral role as well, and have helped a number of brands such as Adidas, Uber and Visa increase their value over the year.

The rate at which brands now need to grow to reach the top 20 fastest-rising brands has doubled to 40% over the past year – with Chinese brands leading the pack by a long way as they begin to build a presence on the world stage. Ecommerce brand Alibaba, for example, increased its brand value by a massive 92% year-on-year.

China’s growth is having a direct impact on luxury brands too, with Louis Vuitton, Gucci and Dior all seeing significant growth in value.

At this rate, there’s no telling what the top 10 will look like next year, let alone in five. But Google and Apple’s lead might soon no longer be a given.