‘Ecosystem’ brands are the clear winners in the BrandZ top 100

Brands that make consumers’ lives easier by connecting a number of different aspects into one ecosystem are thriving and have the most potential for future growth, according to data from Kantar Millward Brown’s 2017 BrandZ ranking.
Four of the top five brands in this year’s study – Google (1), Apple (2), Microsoft (3), Amazon (4) – are classed as ecosystem brands.
Amazon was the top riser last year and is one of the highest climbers in 2017 having grown 41% &nd