PwC is currently number 50 in the Brand Finance Global 500 report, up from 66 last year. Deloitte is placed at 59, up from 77; EY is at 84, up from 98, and KPMG is at 119, up from 121.  BDO makes a first appearance in the list, entering at 473.

Amazon is named as the world’s most valuable brand, ahead of Apple and Google, with the listing suggesting the retailer’s brand value increased by 42% year on year to a $150.8bn (£107bn). Apple retained second place, with a brand value of $146.3bn, while Google fell from first to third position, at $120.9bn.

For the first time since the inception of the study, technology brands claim all top five places in the league table. Samsung was fourth ($92.3bn) and Facebook took fifth ($89.7bn).

Chinese firms are also marching up the listing. Since 2008, China’s share of global brand value has increased from 3% to 15%, growing 888% to $911.5bn in 2018. State Grid, a state-owned utilities company from China, is the largest new entrant, claiming 19th place with a brand value of $40.9bn. In addition, the fastest-growing brand of 2018 also comes from China. The spirit industry champion Wuliangye grew 161% to $14.6bn year on year, rising 184 ranks to 100th.

David Haigh, CEO of Brand Finance, said: ‘Since the 19th Party Congress in 2017, there has been a renewed emphasis on brand development by Chinese companies in all sectors. Interestingly, while China had been pursuing a dual strategy of building home-grown brands but also acquiring underperforming international brands, like Volvo and Pirelli, the emphasis is now firmly on home-grown brands. We expect to see this develop rapidly in more and more sectors.’

Brand Finance Global 500 study is here.

Report by Pat Sweet