Best Global Brands 2018

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1 Best Global Brands Brand Sector 1 1 Apple Technology 214, , Google Technology 155, , Amazon Retail 100,764 64, Microsoft Technology 92,715 79, Coca-Cola Beverages 66,341 69, Samsung Technology 59,890 56, Toyota Automotive 53,404 50, Mercedes- Automotive 48,601 47,829 2 Benz 9 8 Facebook Technology 45,168 48, McDonald s Restaurants 43,417 41, Intel Technology 43,293 39, IBM Business 42,972 46, BMW Automotive 41,006 41, Disney Media 39,874 40, Cisco Technology 34,575 31, GE Diversified 32,757 44, Nike Sporting Goods 30,120 27, Louis Vuitton Luxury 28,152 22, Oracle Technology 26,133 27, Honda Automotive 23,682 22, SAP Technology 22,885 22, Pepsi Beverages 20,798 20, NEW Chanel Luxury 20,005 NEW NEW American Financial 19,139 17,787 8 Express Zara Apparel 17,712 18, J.P. Morgan Financial 17,567 15, Ikea Retail 17,458 18,472-5

2 28 26 Gillette FMCG 16,864 18, UPS Logistics 16,849 16, H&M Apparel 16,826 20, Pampers FMCG 16,617 16, Hermès Luxury 16,372 14, Budweiser Alcohol 15,627 15, Accenture Business 14,214 12, Ford Automotive 13,995 13, Hyundai Automotive 13,535 13, Nescafé Beverages 13,053 12, ebay Retail 13,017 13, Gucci Luxury 12,942 9, Nissan Automotive 12,213 11, Volkswagen Automotive 12,201 11, Audi Automotive 12,187 12, Philips Electronics 12,104 11,519 5 Brand Sector Goldman Financial 11,769 10,864 8 Sachs Citi Financial 11,577 10, HSBC Financial 11,208 10, AXA Financial 11,118 11, L Oréal FMCG 11,102 10, Allianz Financial 10,821 10, adidas Sporting Goods 10,772 9, Adobe Technology 10,748 9, Porsche Automotive 10,707 10, Kellogg s FMCG 10,634 10,

3 54 53 HP Technology 10,433 9, Canon Electronics 10,380 9, Siemens Diversified 10,132 9, Starbucks Restaurants 9,615 8, Danone FMCG 9,533 9, Sony Electronics 9,316 8, M Diversified 9,104 8, Visa Financial 9,021 7, Nestlé FMCG 8,938 8, Morgan Financial 8,802 8,205 7 Stanley Colgate FMCG 8,659 8, Hewlett Technology 8,157 8,951-9 Packard Enterprise Netflix Media 8,111 5, Cartier Luxury 7,646 7, Huawei Technology 7,578 6, Santander Financial 7,547 6, MasterCard Financial 7,545 6, Kia Automotive 6,925 6, FedEx Logistics 6,890 6, PayPal Financial 6,621 5, Lego FMCG 6,533 7, Salesforce.com Business 6,432 5, Panasonic Electronics 6,293 5, Johnson & FMCG 6,231 6,041 3 Johnson Land Rover Automotive 6,221 6, DHL Logistics 5,881 5,

4 80 88 Ferrari Automotive 5,760 4, Discovery Media 5,755 5, Caterpillar Diversified 5,730 4, Tiffany & Co. Luxury 5,642 5, Jack Daniel s Alcohol 5,641 5, Corona Alcohol 5,517 4, KFC Restaurants 5,481 5,313 3 Brand Sector Heineken Alcohol 5,393 5, John Deere Diversified 5,375 4, Shell Energy 5,276 4, Mini Automotive 5,254 5, Dior Luxury 5,223 4, NEW Spotify Media 5,176 NEW NEW Harley- Automotive 5,161 5,671-9 Davidson Burberry Luxury 4,989 5, Prada Luxury 4,812 4, Sprite Beverages 4,733 4, Johnnie Alcohol 4,731 4,405 7 Walker 98 NEW Hennessy Alcohol 4,722 NEW NEW 99 NEW Nintendo Electronics 4,696 NEW NEW 100 NEW Subaru Automotive 4,214 NEW NEW Top Growing Brands Brand Sector 3 5 Amazon Retail 100,764 64, Netflix Media 8,111 5, Gucci Luxury 12,942 9, Salesforce.com Business 6,432 5,

5 18 19 Louis Vuitton Luxury 28,152 22, New Entrants and Re-Entrants Brand Sector 23 NEW Chanel Luxury 20,005 NEW NEW 92 NEW Spotify Media 5,176 NEW NEW 98 NEW Hennessy Alcohol 4,722 NEW NEW 99 NEW Nintendo Electronics 4,696 NEW NEW 100 NEW Subaru Automotive 4,214 NEW NEW Decliners Brand Sector GE Diversified 32,757 44, H&M Apparel 16,826 20, Harley- Automotive 5,161 5,671-9 Davidson Hewlett Technology 8,157 8,951-9 Packard Enterprise IBM Business 42,972 46,829-8 Automotive Brands Brand Sector 7 7 Toyota Automotive 53,404 50, Mercedes- Automotive 48,601 47,829 2 Benz BMW Automotive 41,006 41,

6 20 20 Honda Automotive 23,682 22, Ford Automotive 13,995 13, Hyundai Automotive 13,535 13, Nissan Automotive 12,213 11, Volkswagen Automotive 12,201 11, Audi Automotive 12,187 12, Porsche Automotive 10,707 10, Kia Automotive 6,925 6, Land Rover Automotive 6,221 6, Ferrari Automotive 5,760 4, Mini Automotive 5,254 5, Harley- Automotive 5,161 5,671-9 Davidson 100 NEW Subaru Automotive 4,214 NEW NEW Technology Brands Brand Sector 1 1 Apple Technology 214, , Google Technology 155, , Microsoft Technology 92,715 79, Samsung Technology 59,890 56, Facebook Technology 45,168 48, Intel Technology 43,293 39, Cisco Technology 34,575 31, Oracle Technology 26,133 27, SAP Technology 22,885 22, Adobe Technology 10,748 9, HP Technology 10,433 9, Hewlett Technology 8,157 8,951-9 Packard Enterprise Huawei Technology 7,578 6, Retail Brands 6

7 Brand Sector 3 5 Amazon Retail 100,764 64, Ikea Retail 17,458 18, ebay Retail 13,017 13,224-2 Financial Brands Brand Sector American Financial 19,139 17,787 8 Express J.P. Morgan Financial 17,567 15, Goldman Financial 11,769 10,864 8 Sachs Citi Financial 11,577 10, HSBC Financial 11,208 10, AXA Financial 11,118 11, Allianz Financial 10,821 10, Visa Financial 9,021 7, Morgan Financial 8,802 8,205 7 Stanley Santander Financial 7,547 6, MasterCard Financial 7,545 6, PayPal Financial 6,621 5,

8 Luxury Brands Brand Sector Louis Vuitton Luxury 28,152 22, NEW Chanel Luxury 20,005 NEW NEW Hermès Luxury 16,372 14, Gucci Luxury 12,942 9, Cartier Luxury 7,646 7, Tiffany & Co. Luxury 5,642 5, Dior Luxury 5,223 4, Burberry Luxury 4,989 5, Prada Luxury 4,812 4,716 2 FMCG Brands Brand Sector Gillette FMCG 16,864 18, Pampers FMCG 16,617 16, L Oréal FMCG 11,102 10, Kellogg s FMCG 10,634 10, Danone FMCG 9,533 9, Nestlé FMCG 8,938 8, Colgate FMCG 8,659 8, Lego FMCG 6,533 7, Johnson & Johnson FMCG 6,231 6,

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