Instagram is the fastest growing global brand

News - Jun 19, 2019

Instagram is the unrivalled leader in brand value. Although Amazon is by far No. 1, followed by Netflix, with Instagram as third in total value, when it comes to progress in this list, Instagram has recorded an amazing increase of 95 percent.

Check the whole list here.

Instagram, owned by Facebook, has registered the fastest rise in 2019, jumping 47 places upwards, after the 95% increase in brand value, to 2.82 billion dollars.

All these brands have had a faster increase than this year’s leader Amazon, which has improved its value by 52 percent. Other “leaps” include Uber (51%), LinkedIn (46%), ISL (45%) and restaurant chain Chipotle (40%).

– Some brands are still establishing themselves, growing by reaching previously unexposed audiences, such as Instagram. Some are reminding consumers of what they stand for like Chipotle, or refreshing their positioning and perceptions like YSL – explains Graham Staplehurst, global strategy director in BrandZ.

Others are extending and innovating into new sectors, as we are seeing with Uber expanding into home food delivery with and even underwater ride hailing ScUber on the Great Barrier Reef, he added.

Many of the fastest growing brands are tapping into evolving consumer ecosystems, or are creating their own, like newcomers Meituan (78th) and Didi Chuxing (71st) in China. They are brands that keep themselves relevant to consumers and easy to choose and use.

Owing to a stronger focus on lifestyle and wellbeing, luxury brands are experiencing a renaissance as this year’s fastest growing category (29%). Beside ISL, top performance has been registered for Dior (29%), Louis Vuitton (15%), Gucci (13%) and Hermes (10%).

Luxury also generates growth of personal care brands (Clinique, Estee Lauder, Garnier, Lancome, L’Oreal, Shiseido) of 14 percent, while mass brands in the same category (Colgate, Crest, Dove, Gillette, Head & Shoulders, Nivea, Olai, Oral-B, Pantene) have dropped by 4 percent.

Retail is the second fastest growing category (25%), with strategies of the most successful brands – including Amazon, Home Depot, Valmart, Ikea – indicating that brands have to follow change in customer needs and behaviour.

None of car brands has increased its value in 2019. BMW and Mercedes-Benz have fallen by 9 and Toyota by 3 percent, while Ford and Honda are no longer included in the list. Meanwhile, Tesla is close to entering the rankings for the first time, with the brand value of 9 billion dollars.

This year’s analysis has covered 122,000 brands, 3.6 million consumers, 418 categories, 51 markets, and 5.1 billion data points.



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