The annual BrandZ rankings are out and they compile the list of 100 most valuable brands in the world. For the first time ever, the Xbox brand has entered this list, beating out both PlayStation and Nintendo, which don't even appear.
BrandZ rankings have been compiled by the research firm Kantar since 2006. The top brands in the world belong to established tech companies like Amazon, Apple, Google, and Microsoft. But as far as video game divisions go the only brands on the list are Xbox and Tencent.
Xbox enters the list at number 87, a far cry from Tencent's number eight. But the list isn't wholly dependent on recognition.
Instead, the BrandZ ranking is a valuations list for brands making the largest absolute dollar contribution to the total value of their respective parent company. In the words of Kantar, the list serves to "reward the brands making the largest contributions to the success of their parent companies."
So, in this regard, it's better to think of Xbox as contributing most to the value of Microsoft, compared to PlayStation to Sony. This is still notable however as PlayStation is one of the most successful branches of the Sony company.
Kantar says it determines the BrandZ valuation through extensive consumer insights and "rigorous Financial analysis."
According to the Financial Times, the list does correlate with consumer desires, suggesting the Xbox brand is growing in the eyes of potential customers. This is particularly notable as Xbox has not had the strongest performance in the Xbox One era compared to the PlayStation 4. But interest at least is growing.