Amazon makes history in new brand ranking

Amazon is not only the world’s most valuable brand, it also has set a new record in brand value.

The online giant ranked as the world’s most valuable brand for the third consecutive year in an annual report by brand valuation consultancy BrandFinance. It also made history as first brand to exceed the $200 billion brand value mark.

The value of the Amazon brand increased 17.5% to a record $220.8 billion, according to BrandFinance’s Global 500 2020 index. The second most valuable brand, Google, also saw its value rise. But Apple, which came in third, and Microsoft, fourth, saw their brand values dip.  

Samsung was fifth on the list of the most valuable brands, followed by ICBC, Facebook, Walmart, Pingan and Huawei. Walmart’s brand value was put at $77.5 billion. (A brand’s value, as used to determine the Global 500 ranking, is the net economic benefit that a licensor would achieve by licensing the brand in the open market.)

“The disrupter of the entire retail ecosystem, the brand that boasts the highest brand value ever, Amazon continues to impress across imperishable consumer truths: value, convenience, and choice,” stated David Haigh, CEO, Brand Finance. “Today, Amazon’s situation seems more than comfortable, but what will the roaring 20s hold in store?”

In other Global 500 findings: 
• Discount grocers Lidl and Aldi ranked as the fastest-growing retail brands in retail as well as among the top 10 fastest-growing brands overall, proving that e-commerce is no longer only route to success in sector, according to the report. 

• Iconic luxury sports car manufacturer Ferrari retained its position as world’s strongest brand for the second consecutive year with a brand strength index (BSI) score of 94.1 out of 100. It was closely followed by Disney, with a BSI of 93.9. Chinese messaging service WeChat, owned by tech giant Tencen, came in third. (Brand strength was defined as the efficacy of a brand’s performance on intangible measures, relative to its competitors.)