According to market researchers, Amazon became the third most valuable brand in the world after Google and Apple last year. For example, the world’s largest online retailer replaced Microsoft in fourth place in the “BrandZ” rating of the management consultancy Kantar Millward Brown.

The estimated brand value of Amazon amounts to 207.6 billion dollars. In a year-on-year comparison, the online giant recorded an increase of 49 percent. Nevertheless, Amazon is far behind the two companies Google and Apple. With a brand value of 302 billion dollars and an increase of 23 percent, Google remained the frontrunner. Apple reached an increase of 28 percent  and occupies second place with 306 billion dollars. Tencent, on the other hand, ranked fifth ahead of Facebook with an increase of 65 percent and a brand value of 179 billion dollars. Facebook recorded an increase of 25 percent with an estimated value of 162.1 billion dollars.

Doreen Wang, global head of BrandZ at Kantar Millward Brown, comments: “Brands that win in the age of intelligent marketing are companies like Amazon and Tencent that put the consumer at the center of their activities. These brands use technology to understand their customers’ needs and apply these insights to create an ecosystem of services that meet multiple needs and provide a seamless customer experience between platforms”.

Dominant Chinese brands dominate this year. 14 brands from China made it into the “BrandZ” rating. So Alibaba made it into the Top 10 for the first time and came ninth place. Amazon’s biggest competitor is growing by 92 percent due to the expansion of its global reach and Singles Day.

SAP ranked 17th as Germany’s most valuable brand, ahead of Deutsche Telekom, which ranked 25th. The parcel and mail service DHL follows in 62nd place, Siemens in 82th place and Aldi in 93rd place, while the newcomer Adidas completes the Top 100.

David Roth of WPP, the world’s leading communications services provider, told Kantar Millard Brown: “We have seen the biggest increase in brand value this year, driven by growth in all categories. Both new and established companies have paid off by being courageous and pursuing a long-term perspective for branding”.

Kantar Millward Brown used the analysis of business figures, consumer surveys and estimates for the ranking.


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Image: iStock – ollo