The key trends in this year’s Brandz Top 100 rankings – the strength of leading technology and mobile communications brands, the power of innovation, the rise of Asian and especially Chinese brands – all emerge in this detailed look at 16 business categories.

This year, insurance companies have been given their own category rather than being lumped in with other financial institutions. Some additional research in laundry care (fabric detergent and fabric softener/conditioner) and deodorants has covered some of the brands in the category. Spirits is an entirely new category and gives fresh insight into the performance of companies such as Diageo, which owns five of the Top 10 brands.