Strongest global brand performers 2019

Based on the evaluation of factors such as marketing investment, brand performance among customers, staff and stakeholders and its impact on business operations, Ferrari was announced the strongest global brand in 2018. The Italian car maker’s score was followed by the Russian financial and banking services provider, Sberbank, along with one of the ‘big four’ of auditing and consulting services – Deloitte. The Chinese chat app WeChat and McDonald’s closed the list of top five strongest brands.

Brand value comparison

  Apart from brand strength, the other common metric of a company’s performance is brand value. There are two popular research firms on the market who measure brand value. Interestingly, both agree which two brands are the most valuable on a global scale – Apple and Google, just not about which one is the first in the ranking. Given the differing methodologies, it comes as no surprise that the values are also dissimilar, but it remains evident that both Google and Apple lead the pack. The sources are however also in agreement on the placement of Amazon and Microsoft in their rankings (at 3rd and 4th spots respectively), with Amazon showing the highest growth of value compared to the other three brands.

Leading brands worldwide in 2019, by Brand Strength Index

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Release date

January 2019



Survey time period


Special properties

brands awarded AAA+ rating based on BSI

Supplementary notes

*The source provides the following explanation about the methodology: "In order to determine the strength of a brand we have developed the Brand Strength Index (BSI). We analyse marketing investment, brand equity (the goodwill accumulated with customers, staff and other stakeholders) and finally the impact of those on business performance. Following this analysis, each brand is assigned a BSI score out of 100, which is fed into the brand value calculation. Based on the score, each brand in the league table is assigned a rating between AAA+ and D in a format similar to a credit rating. AAA+ brands are exceptionally strong and well managed while a failing brand would be assigned a D grade."

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