This year’s annual list includes newcomers such as Nintendo and Burger King while Philips, Hewlett Packard Enterprise, and Kellogg’s were knocked out of the top 100.
Notably higher this year was Walmart. The retailer’s brand value increased 12% year-over-year to $29.5 billion while jumping in the ranks from 26th to 19th.
There were also some big drops, especially in the auto sector. While Mercedes-Benz fell from 17th to 23rd and BMW dropped from 21st to 27th, Nissan has been knocked off the list entirely—falling from 81st just a year prior. Other declines in rankings included Wells Fargo and and KFC .Brand value often falls because companies have a hard time defending brand positioning, according to Tim Calkins, a marketing professor at Northwestern University’s Kellogg School of Management.
Older brands with newer competitors also saw losses in value and ranking. For example, Gillette continues to face mounting pressure from startups like Harry’s—which was acquired last year for $1.4 billion by Edgewell Personal Care, parent company of Schick—and Dollar Shave Club, which Unilever bought in 2016 for $1 billion.
“People have long said brands are going to fade away and aren’t so important now with the internet," Calkins said."You don’t need to rely on the brand and just read reviews. But what you see is brands remain incredibly important and incredibly strong. They create value in different ways now, but there is no doubt when you look at these companies that brands have real value for these companies.’After assessing a universe of 200 global brands with a significant presence in the U.S.
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