Amazon has been named the most valuable brand in the world in this year's Brandz100 report thanks to a 52% year-on-year increase in brand value to reach $315.5bn. It displaced Apple into second spot with $309.5bn.
Compiled by WPP and Kantar, the report confirms the seemingly unstoppable growth of the online retailer which has thus far defied expectations of a slowdown in growth, fuelled by a spate of acquisitions, customer service and an unsurpassed range of products and services.
As ever consumer technology firms led the pack, as they have done since the survey began in 2006, with a combined valuation of over $1tn and led by the aforementioned Apple. It is being chased by Google which sits within spitting distance with a valuation of $309bn, although both tech titans must make do with modest growth of a paltry 3% and 2% respectively, ruling them out of contention for pole position any time soon.
Elsewhere in the top 10, Facebook held its own back in sixth place despite dipping 2% to a valuation of $159bn, perhaps reflective of a knock-on effect of privacy and fake news concerns, while Alibaba demonstrated the growing power of Chinese tech by leapfrogging Tencent, jumping two places to seventh after growing 16% to $131.2bn as its counterpart fell three to eighth after falling 27% to $130.9bn.
David Roth, chief executive of The Store WPP EMEA and Asia and chairman of BrandZ, said: “The growth in value of this year’s top 100 brands to an all-time high proves the power of investing in brands to deliver superior shareholder value. Behind this headline growth figure lies the success coming from a new phenomenon of ecosystem brand building. We’re seeing a move from individual product and service brands to a new era of highly-disruptive ecosystems. Brands need to understand the value this type of model can create and should embrace its approach to be successful in the future.”
Last year's Brandz top 100 was led by Google with a valuation at the time of $302.1bn.
Brandz Top Ten 2019
1 Amazon 315.505 52%
2 Apple 309.527 3%
3 Google 309.000 2%
4 Microsoft 251.244 25%
5 Visa 177.918 22%
6 Facebook 158.968 -2%
7 Alibaba 131.246 16%
8 Tencent 130.862 -27%
9 McDonald’s Fast Food 130.368 3%
10 AT&T Telecom Providers 108.375 2%