Brands that are using technology to make people’s lives easier in new and innovative ways are winning in 2018, according to Kantar Millward Brown’s latest BrandZ report of the world’s top 100 brands, with technology and tech-related names accounting for 92% of the overall ranking.

Tech behemoths Google and Apple lead the way, both of which break the $300bn brand value threshold for the first time – the only brands in the ranking to do so. Google again takes first place with a brand value of $302bn following a 23% rise, while Apple is just behind at $301bn after seeing a 28% boost.

However, Amazon is closing in quickly, and is on one of the fastest trajectories the report has ever seen, increasing its brand value by 49% to $208bn this year, which means it bumps Microsoft (which itself grew 40% to $201bn) into fourth place.

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