It has also captured the attention of consumers with the relaunch of retro styles as well as seeing strong consumer interest in its AlphaBounce technology, which enables it to create engineered mesh shoes. Taking technology a step further, Adidas has also revealed the Futurecraft 4D, a 3D-printed trainer that it plans to mass produce, plus it has used robots to knit personalised jumpers . Walshe adds: “This is a great lesson for more traditional brands – growth is not all coming from 20-year-old tech brands. The whole point of innovation and brand purpose is that it’s got to be perceived by the relevant consumers in order to exist.” The fastest risers in the 2017 BrandZ ranking Other more traditional, non-tech brands that have performed well this year include Chinese alcohol brand Moutai, which saw a 48% increase in brand value and rose 29 places to 64. Burger King is the fourth fastest riser at 39%, while Brazilian beer brand Brahma has grown by 34%. Domino’s Pizza has also had a good year with a 29% boost, as has Corona which grew 23%. None make the top 100 though. Tech brands have performed well too. Amazon is the highest riser among them with a 41% increase in brand value to $139bn meaning it climbs three places to fourth, inside the top five for the first time. Netflix and B2B tech brand Salesforce are both new entries to the top 100 in 2017 having grown 30% and 23% respectively. Netflix enters at 92 with a brand value of $12bn, while Salesforce jumps in at 90 with a brand value of $12bn.
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