Amazon has surpassed both Apple and Google as the most valuable brand of 2019, according to Brandz100 latest report, compiled by WPP and Kantar.
The online e-commerce retail giant’s brand value is reflected by its 52% year-on-year increase in brand value to reach $315.5 billion, displacing Apple into the second spot with $309.5 billion. Meanwhile, Google followed in third place with a current brand valuation of $309 billion, despite a small drop of 2% from last year.
Despite falling 2% to a valuation of $159 billion, Facebook held its spot in sixth place despite, which, perhaps reflects a knock-on effect of recent privacy and fake news issues. Alibaba’s rise in growth following a record-breaking Singles’ Day last year was well rewarded as they jumped two places to seventh with a brand valuation of £131.2 billion.
For Amazon, this can only mean good news as these stats come off the back of significant growth from its advertising offering, products and services, and recent acquisitions, including Sizmek’s ad server and DSP platform.
“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,” said David Roth, chief executive of The Store WPP EMEA and Asia and chairman of BrandZ.
“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.”
Check out the full Brandz’ Top Ten 2019 list below:
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