Matthew Miller
May 29, 2018

Alibaba becomes second Chinese company in BrandZ global top 10

Tencent remains the region's most valuable brand, while Japanese auto brands and Australian banks lose ground in Kantar Millward Brown's just-released global BrandZ ranking.

These are the 10 most valuable APAC-based brands. See the full global Top 100 list below.
These are the 10 most valuable APAC-based brands. See the full global Top 100 list below.

Tencent remains the most valuable APAC-based brand, surpassing Facebook, AT&T and Visa to reach the fifth spot on Kantar Millward Brown's just-released BrandZ Top 100 Most Valuable Global Brands report.

Tencent also has a new Chinese neighbour in the otherwise all-American top 10, as Alibaba vaulted from 14th spot to ninth.

Meanwhile, Samsung made a respectable gain of five spots to 33, Japanese and Australian companies lost ground, and the top 100 has its first-ever member from Southeast Asia: Indonesia-based bank BNC at 99.

When the list is sorted according to year-on-year growth in brand value, Chinese brands appear in the top three spots: at 94%, Alibaba at 92% and Moutai at 89%.'s near doubling in value brought it into the top 100 at 59. And Moutai surged a remarkable 30 positions, landing at 34.

The BrandZ Global top 100 for 2018 (click to enlarge)

Other Asia-based gainers, on a year-on-year basis, include:

  • ICBC (+6 to 22)
  • Ping An (+18 to 43)
  • Huawei (+1 to 48)
  • China Construction Bank (+5 to 49)
  • AIA (+9 to 86)
  • SF Express, which enters the top 100 at 90.

APAC companies suffering declines since last year include:

  • China Mobile (-4 to 21)
  • Toyota (-6 to 36)
  • Baidu (-2 to 41)
  • NTT (-5 to 55)
  • Commonwealth Bank of Australia (-8 to 68)
  • ANZ (-17 to 92)
  • Honda (-6 to 97).

Here is a list of all the companies from Asia (including Australia) in the global top 100 for 2018, with their 2017 ranking for comparison:

2018 ranking  2017 ranking Brand Country 
5 8 Tencent  China 
9 14 Alibaba  China 
21 17 China Mobile  China 
22 28 ICBC  China 
33 37 Samsung  South Korea 
34 64 Moutai  China 
36 30 Toyota  Japan 
41 39 Baidu  China 
43 61 Ping An  China 
48 49 Huawei  China 
49 54 China Construction Bank  China 
55 50 NTT  Japan 
59 (not in top 100)  China 
60 63 HDFC Bank  India 
68 60 Commonwealth Bank of Australia  Australia 
69 72 Agricultural Bank of China  China 
79 78 China Life  China 
84 94 Bank of China  China 
86 97 AIA  Hong Kong 
90 (not in top 100) SF Express  China 
92 75 ANZ  Australia 
97 91 Honda  Japan 
99 (not in top 100) BCA  Indonesia 

Factors driving growth

"Alibaba’s ecommerce businesses continue to perform strongly, with $25 billion worth of purchases on Singles Day alone, yet one of the key growth drivers is its cloud business, growing by more than 100% in the last year," Elspeth Cheung, head of BrandZ Valuation at Kantar Millward Brown, told Campaign Asia-Pacific. "As consumers and enterprises all over the world move to the cloud, AliCloud has an undisputable advantage given it can provide unrestricted access in China. With a stronghold in its home market, AliCloud is ready to challenge Amazon Web Service (AWS) and Microsoft’s Azure globally."

Another growth engine for Alibaba is the Alipay third-party payment solutions platform, which is set to go beyond China and aggressively expand overseas, Cheung added.

" shows similar patterns of growth through its financial arm JD Financial," she added. "More importantly, its core ecommerce platform continues to be disruptive to the retail industry in China."

Meanwhile, Tencent's 65% growth in brand value, while not as sparkling as Alibaba's and's,  should not be underestimated. "The unprecedented power coming from the East builds on its far-reaching ecosystem setup that satisfies the many needs of an average Chinese consumer," Cheung said. "The brand is also restlessly refining its WeChat platform, allowing the world’s largest brands to reach their target consumers in China more effectively." 

As for Moutai, two forces explain its rise, according to Cheung. "On the one hand, Moutai has broadened its customer base by strengthening its lower-price product offer after the ban on excessive government spending," she said. "On the other hand, high-end Baijiu used to be purchased for gifting. But as disposable income rises and consumer confidence is at an all-time high in China, normal Chinese consumers are more ready to purchase premium products for their own pleasure." 

Overall, 14 Chinese brands now appear in the top 100 ranking, and the total value of China’s top 10 grew 47% year-over-year, more than double the 23% growth recorded by US brands. India and Indonesia are also showing strong regional growth, Kantar Millward Brown reported.

Globally, the total brand value of the top 100 grew by a record 21%, adding almost $750 billion to the ranking, which is now valued at $4.4 trillion. Eight out of the top 10 are technology or tech-related brands.

Other than Tencent's rise, the most significant mover in the top 10 was Amazon, which passed Microsoft to climb from fourth to third on the back of 49% growth. Elsewhere, Netflix grew by 71% and climbed 31 places to 61.

Infographic provided by Kantar Millward Brown (click to enlarge)


Related Articles

Just Published

9 hours ago

Curiously colourful creatures conquer new HP campaign

The MediaMonks social-first campaign utilises the talents of Aussie artist Mulga, known for his vibrant illustrations.

9 hours ago

Move and win roundup: Week of May 16, 2022

Wunderman Thompson, LoopMe, Jack Morton, Weber Shandwick, Carat, and more to come in our weekly round-up of people moves and account wins.

10 hours ago

BBDO's ups and downs stabilises in 2021

AGENCY REPORT CARD: After a tough year of office closures, BBDO overturned its struggles and finished 2021 with double-digit growth while making compelling pieces of work in many markets.

11 hours ago

Budweiser's APAC CMO on 'effortless marketing'

Matt Che expands on building a beer empire in the region, sticking to its brand purpose through inclusivity while celebrating seasonal events and using experiential tech to leverage consumer insights.