
If in 2018 one of the objectives of Apple was to overcome (again) the Google as the most valuable brand in the ranking “BrandZ Top 100 Most Valuable Global Brands 2019”, she succeeded – but that does not mean that the Cupertino giant has returned to the top of that ranking, released annually by the analyst firm Kantar, of the WPP Group.
In a major change from last year’s report, the Amazon saw its brand value rise to $ 315.5 billion, jumping from third place in 2018 to first, now. So it is not an exaggeration to say that the ecommerce giant ran over Apple and Google, whose brands are valued at $ 309.5 and $ 309 billion, respectively, in the most recent ranking.
More precisely, Apple recorded a 3% increase in its brand value compared to last year’s rating, while Google rose 2%; none of this, however, is a match for the 52% growth (!) of the Amazon brand.
It is worth noting that the rise of Amazon ends a duopoly between Google and Apple that began in 2007, when the Mountain View giant and Apple overtook Microsoft to dispute the top of Kantar’s ranking with each other.
BrandZ’s global head, Doreen Wang, explained that Amazon’s leap from the previous assessment is due to the sale of a variety of services:
Amazon’s phenomenal growth in brand value of nearly $ 108 billion over the past year demonstrates how brands are less anchored in individual categories and regions. The borders are blurring as the fluency of technology allows brands like Amazon, Google and Alibaba to offer a range of services from multiple consumer touch points.
Overall, the ten most valuable brands in the report are made up almost entirely of technology companies. The video above shows the complete classification, with the Top 10 this way:
- Amazon: $ 315.5 billion;
- Apple: $ 309.5 billion;
- Google: $ 309 billion;
- Microsoft: $ 251.2 billion;
- Visa: US $ 177.9 billion;
- Facebook: $ 158.9 billion;
- Alibaba: $ 131.2 billion;
- Tencent: $ 130.8 billion;
- McDonald’s: $ 130.3 billion;
- AT&T: $ 108.3 billion.
To qualify for the ranking, brands must be publicly traded or publish their financial results. The BrandZ list uses measures of brand equity based on responses from more than 3 million consumers about thousands of brands, in addition to analyzing the financial performance of each company.
Note that this ranking deals with the estimated value of the brands themselves, and not the market value (market cap) of companies on the stock exchange.
via CNBC