Consulting company Kantar Millward and advertising agency WPP have presented a new rating of the most expensive brands in the world.
The leader of the BrandZ Top 100 Most Valuable Global Brands 2019 was the Internet giant Amazon, for the first time since 2007, ousting the leaders in the ranking of Google and Apple.
The authors of the study valued the Amazon brand at $315.5 billion. Compared to 2018, its value increased by 51%, which is one of the best indicators in terms of growth dynamics in the ranking. For comparison, Apple has grown in price over the past twelve months by only 3% (to $309.5 billion), and Google, which closes the top three, by 2%, to $309 billion.
Analysts noted that Amazon managed to achieve significant growth and take first place for the first time due to strong business diversification. Today, the company is present in a wide variety of categories, working not only in online retail, but also working on self-driving cars, voice assistants and television series.
The top 100 most valuable brands in the world have risen in price by an average of 7% over the year, to $4.7 trillion. For comparison, in 2006 their total value was $1.6 trillion. There were eight American brands in the top 10, and there are 54 in the top 10. China accounted for 15 top brands, Germany came third with eight companies. Russian brands were not included in the top 100 according to BrandZ.
The top ten most valuable brands in the world in 2019 also included Microsoft, VISA, facebook, Alibaba Group, Tencent, McDonald's and AT&T. Instagram, which rose from 91st to 44th place, showed the best dynamics over the past year, the value of which increased by 95%, to $28.2 billion. Uber added 51% over the past year, Nexflix - 65%, Linked In - 46%, Salesforce - 58%, Adobe - 57%. In the new list, 9 new companies entered the BrandZ top-100: Chanel made the best debut, rising immediately to 31st place in the ranking.