Amazon tops list for brand value at $315.5 billion

Amazon’s growth has been unprecedented and its brand value according to the 2019 BrandZ ranking is worth $315.5 billion, soaring 52% past Apple, which held the top spot for several years. Kantar and WPP reported the top 10 most valuable brands this year which include Apple, $309.5 billion; Google at $309 billion; Microsoft $251 billion; Visa at $177.9 billion and Facebook at $158.97 billion.

Kantar said technology companies have led BrandZ Top Value Ranking ever since its first global brand value ranking in 2006, when Microsoft took the top spot.

“Amazon’s phenomenal brand value growth of almost $108 billion in the last year demonstrates how brands are now less anchored to individual categories and regions. The boundaries are blurring as technology fluency allow brands, such as Amazon, Google and Alibaba, to offer a range of services across multiple consumer touchpoints,” said Doreen Wang, Kantar’s Global Head of BrandZ.

“Using their consumer experience and expertise, these brands are crossing over into the business services sector, creating new opportunities for brand growth,” Wang said. “Disruptive ecosystem models are flourishing in regions such as Asia, where consumers are more technology-enabled and where brands are integrating themselves into every aspect of people’s daily lives.”

Walmart Inc. had total sales revenue of $514 billion last year, but the company’s global brand value was $36.8 billion, ranking No. 32 for 2019. In the retail space, brands with more value include Chinese e-tailer Alibaba at $131 billion and Home Depot at $53 billion. Retailers with lower brand values than Walmart include Costco at $21.2 billion, Ikea at $19 billion, Lowe’s at $15 billion and Aldi at $14.6 billion.

“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,” said David Roth, CEO of The Store WPP EMEA and Asia and Chairman of BrandZ. “

Facebook leads the social media sites but as several platforms face challenges with trust and privacy, Instagram is climbing in the ranks, according to Kantar. Instagram ranked No. 44 at $28.2 billion and now has over 1 billion users worldwide. Kantar said it was the faster climber on this year’s value list moving up 47 places with 95% growth in the company’s brand value. Lululemon, the yoga-inspired athletic apparel company, was the second-fastest riser, stretching to +77% growth year-on-year to $6.92 billion.

Other top risers, such as Netflix (+65%, no. 34, $34.3 billion), Amazon (+52%, $315.5 billion) and Uber (+51%, no.53, $24.2 billion) reflect the rapidly changing, technology-driven world in which consumers are placing more value on richer brand experiences.

“Amazon’s phenomenal brand value growth of almost $108 billion in the last year demonstrates how brands are now less anchored to individual categories and regions. The boundaries are blurring as technology fluency allow brands, such as Amazon, Google and Alibaba, to offer a range of services across multiple consumer touchpoints,” Wang said.

“Using their consumer experience and expertise, these brands are crossing over into the business services sector, creating new opportunities for brand growth. Disruptive ecosystem models are flourishing in regions such as Asia, where consumers are more technology-enabled and where brands are integrating themselves into every aspect of people’s daily lives,” Wang added.