Kantar: Amazon widens brand equity gap

Consumers view Amazon as significantly “different” than competitors Target and Walmart.

That’s according to a BrandZ analysis by Kantar, which found hat Amazon has opened up a wide brand equity gap this year over competitors. While shoppers in the report viewed Amazon, Walmart and Target as all being “meaningful’ (defined as meeting consumer needs in a relevant way)  and “salient” (quickly coming to mind),  Amazon was also viewed as being significantly “different”  (being unique versus competitors and/or setting trends).

Amazon also achieved overwhelming  “meaningfulness,” “difference” and “salience” scores. In each of these categories, which BrandZ considers to be core building blocks of brand equity, the online giant scored approximately 200, double the average score in the analysis. Amazon’s ability to be seen as simultaneously in all three categories also helped drive its brand equity to a level far surpassing that of its closest competitors.

On a scale where an average brand scores 100, Amazon scored 289 on the BrandZ  Power Index, which measures the ability to drive current market share. Comparatively, Walmart and Target scored below average on the Potential Index, signaling their need to strengthen perceptions of difference. Walmart and Target scored less than 100 in difference, while Amazon scored more than 200.

The proprietary BrandZ valuation methodology uses consumer viewpoints to assess brand equity, and how consumers perceive and feel about a brand as a measure of potential success or opportunity. The in-depth quantitative consumer research is conducted on an ongoing basis worldwide

The BrandZ™ Insights 2021 US Retail ranking, report and extensive analysis are available online here.

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