AKIPRESS.COM - Amazon is the most valuable brand in the world for the third year running, and the first company to exceed $200 billion in brand value, according to the annual Brand Finance Global 500 report.
The report, which ranks the brand value of 500 companies across all sectors according to a range of factors, was launched with Tata Consultancy Services at the World Economic Forum this week.
Brand Finance CEO David Haigh (pictured) said: “The brand that boasts the highest brand value ever, Amazon continues to impress across imperishable consumer truths: value, convenience and choice. Today, Amazon’s situation seems more than comfortable, but what will the roaring twenties hold in store?”
Interestingly, despite the disruptive dominance of Amazon on the retail ecosystem, supermarkets Lidl and Aldi were the fastest-growing brands in the sector, showing, according to the report, that e-commerce is not the only route to success.
Google was ranked as the second most valuable brand in the world, up from third place last year, in a reversal of positions with Apple. The other top 10 most valuable brands this year are Microsoft, Samsung, ICBC, Facebook, Walmart, Pingan and Huawei.
A string of crises have left Uber in trouble, with its brand value down by a third this year. Tesla, however, raced ahead as the world’s fastest growing brand, followed by Instagram. Telecoms faired less well, with four out of five brands in the sector losing brand value, with AT&T dropping the most, down by 32%.
Ferrari was named as the strongest brand in the world for the second year running, based on a scorecard of metrics evaluating intangible assets, marketing investment, stakeholder equity, and business performance. The luxury car manufacturer was one of only 12 brands to be given an elite AAA+ brand strength rating, ahead of the likes of WeChat, Coca-Cola, Lego, Tencent, Paypal and Disney.