Amazon is the most valuable brand in the world, points ranking

Jun 20, 2019 356 views

With few signs of slowing growth, Amazon has become the most valuable brand in the world according to the BrandZ ranking of the 100 Most Valuable Global Brands of 2019, released yesterday (18) by WPP and Kantar on the New York Stock Exchange.

Smart acquisitions that have led to new revenue streams, excellent customer service, and the ability to stay ahead of its competitors, offering a diverse ecosystem of products and services, have enabled Amazon to continuously accelerate the growth of its brand value .

Technology companies have topped BrandZ's Top 100 since its first global ranking in 2006 when Microsoft took first place. With a 52% growth in brand value over the previous year, reaching $ 315.5 billion, Amazon is ahead of Apple (USD $ 309.5 billion) and Google (USD $ 309.0 billion), both with an increase of 3% and 2%, respectively, to end the 12-year dominance of technology giants.

In the Top 10, Facebook remained at number 6, while, for the first time, Alibaba surpassed Tencent and became the most valuable Chinese brand, rising two places to the 7th and growing more than 16% to USD $ 131.2 billion. Tencent fell three places to the eighth position, down 27% to USD $ 130.9 billion from the previous year, which BrandZ attributes to a more volatile world. A world in which brands need to continually anticipate the changing needs and expectations of consumers.

While other social media platforms face challenges in terms of trust and desire, Instagram (44th place, USD $ 28.2 billion), now with more than 1 billion users worldwide, stood out as the biggest growth (47 points and 95% in value).

Lululemon, a sportswear company inspired by yoga, was the second fastest climbing, with a 77% increase over the previous year, reaching USD $ 6.92 billion.

Netflix (+ 65%, No. 34, USD $ 34.3 billion), Amazon (+ 52%, USD $ 315.5 billion) and Uber (+ 51%, No.53, USD $ 24.2 billion) billion) reflect the rapid technological change in which consumers are placing more value on richer brand experiences.

Despite economic uncertainty surrounding US and Chinese trade tariffs, a total of USD $ 328 billion was added to the BrandZ Global ranking in the last year, giving it a combined brand value of USD7.7 trillion - the equivalent of GDP combined from Spain, Korea and Russia.

Much of this value is derived from consumer technology brands that appear in the ranking and now total more than USD $ 1 trillion, such as newcomers Xiaomi (USD $ 19.8 billion), Chinese brand of mobile phones that also uses the Internet of Things (IoT) to connect smart devices and is growing rapidly in countries like Russia, India and Malaysia; Meituan (78th place, USD $ 18.8 billion), also Chinese, is seen as a category consumer technology platform that offers everything from food delivery, room bookings and tours to bike rentals.

Meanwhile, Uber is tapping into the ecosystem model and expanding into food services, among others, while Haier (number 89, $ 16.3 billion), one of the world's largest home appliance producers, is committed to co-creating a brand ecosystem in the internet age of things with its customers and partners.

Key trends highlighted in this year's BrandZ Global Top 100 study include:
• Luxury is the fastest growing category (+ 29%), followed by Retail (+ 25%), driven by the change in the preference of generation Y and Z customers for digital channels.

• The technology, finance and retail categories dominate, accounting for more than two-thirds of the total value of brands.

• Nine newcomers appear in the Top 100, driven predominantly by Chinese and North American technology brands with disruptive business models, including Dell Technologies, Xbox, Haier, Meituan and Xiaomi.

• Asian brands increase their presence with 15 Chinese brands, three Indian and one Indonesian, making it a ranking of a total of 23 in the region, including LIC and Tata Consultancy Services.

• A new generation of brands arises: GenZ brands (created after 1996) are miles away growing, adding more value to the ranking per year of existence - nearly four times more than the brands created in the millennial era from 1977 to 1995. One A total of 23 GenZ brands appear in the Top 100 with an average age of 16 compared to 18 Y-generation 33-year-old brands.

• Sustainable Brands: Brand owners are demonstrating the importance of enhancing and enhancing consumer perception that they are "responsible" through social, environmental, and corporate initiatives.

• Trade wars in China and the US have affected the growth of the Top 100 ranking, which has slowed to + 7% in the last 12 months. Consumer confidence was attained, as commercial rates impacted various categories of brands, with cars, logistics and banks.