Tech completely dominates all other industries when it comes to brand value, according to WPP and Kantar Millward Brown's 12th annual global brands report released Tuesday.*

Not surprisingly, nine of the top 10 brands are tech companies, with some of the biggest U.S. tech giants owning the top five: Google, Apple, Microsoft, Amazon and Facebook. At the same time, most of the new entrants on the list also belong to mega U.S. tech companies, like YouTube (65), Salesforce (90) Netflix (92), and Snapchat (93).

Expand chart
Data: WPP, Kantar Millward Brown, BrandZ, Bloomberg; Note: From the BrandZ Top 100 Most Valuable Global Brands 2017 list; Chart: Andrew Witherspoon / Axios

Staggering stat: The Top 10 companies in 2017 (9 of which are tech or tech-related) are worth almost as much as the entire Top 100 in 2006 ($1.42 trillion vs $1.44 trillion). Only one of them, Tencent (which owns Chinese mega social platform WeChat), isn't American.

Why it matters: Consumer technology companies are growing to dominate the brand ecosystem, and that is due in part to their ability to leverage mass amounts of data to quickly enter new markets and better serve existing ones.

Other key takeaways:

  • Amazon, Adidas ascend: Amazon had the highest dollar value growth over all 100 brands, increasing by 41% to $139.3 billion and Adidas achieved the highest rise in percentage growth, increasing its value 58% or by $8.3 billion.
  • Retail rises: While tech completely dominates by current value, the retail category is the fastest growing, increasing +14% year over year driven by e-commerce companies like Amazon and Alibaba.
  • $100 billion club: The number of brands worth over $100 billion increased by 50% this year and 2/3 of them belong to tech companies.

Why measure brand value? Understanding companies' value as brands helps determine their ability to drive future business. Coach, for example, overpaid for its acquisition of Kate Spade earlier this year, but investors still raised share prices because they were confident in the brand strategy around the acquisition. Because of this, marketing experts, like Former Subway CMO Tony Pace, argue that brand value should play a bigger role in financial reports to shareholders.

* Brand value is defined as a combination of business and financial performance metrics as well as consumer and B2B perceptions of a company to show the potential that a brand has in driving future business.

Go deeper

8 hours ago - Health

Fauci says if people won't wear masks, maybe it should be mandated

Anthony Fauci. Photo: Graeme Jennings- Pool/Getty Images

NIAID director Anthony Fauci told CNN on Friday evening that if "people are not wearing masks, then maybe we should be mandating it."

Why it matters: Fauci made the comments the same day the U.S. hit its highest daily COVID-19 case count since the pandemic began.

Harris to Black voters: Casting a ballot is about honoring your ancestors

Democratic vice presidential nominee Kamala Harris speaks at a "Get Out The Vote" rally at Morehouse College. Photo: Elijah Nouvelage/AFP via Getty Images

Sen. Kamala Harris appealed to Black voters in Georgia on Friday, urging them to "honor the ancestors" by casting ballots, and again calling President Trump a "racist."

Why it matters: The U.S. saw a significant decline in African-American voter turnout between 2012 and 2016, reaching its lowest point since 2000. Higher turnout among Black Americans this year could tip the balance in favor of Democrats in key battleground states, including Georgia.

Updated 9 hours ago - Politics & Policy

Coronavirus dashboard

Illustration: Aïda Amer/Axios

  1. Politics: Fauci: Trump hasn't been to a COVID task force meeting in months.
  2. Sports: The youth sports exodus continues — Big Ten football is back.
  3. Health: U.S. hits highest daily COVID-19 case count since pandemic began —AstraZeneca to resume vaccine trial in U.S.How to help save 130,000 lives.
  4. Retail: Santa won't greet kids at Macy's this year.
  5. World: Spain and France exceed 1 million cases.