Ad Expenditure: US$558bn 2018 GroupM Forecast This Year Next Year Dec 2017
The most widely recognised ready reckoners of the world's leading brands are the two annual rankings produced by Interbrand (a subsidiary of Omnicom) and Millward Brown Optimor (a subsidiary of WPP's Kantar Group). These aim to calculate objective valuations of the "worth" of top international brands. The two studies vary quite widely, although many of the same brands appear in both - though not necessarily in the same order. Both have their idiosyncrasies in terms of which brands are included and which omitted. Of the two, we have a slight preference for Interbrand's study, which tends to have a slight bias towards Western brands. Millward Brown Optimor's "Brandz" ranking, on the other hand, has a more noticeable Eastern slant, containing several Chinese, Russian and Indian (but also Canadian!) brands omitted from Interbrand's report. Below is a summary of the two rankings. Click on the logos for more information on each brand.
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Interbrand Best Global Brands 2018
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