- Amazon edged out Apple and Google as the most valued brand in the world in 2019, according to the latest BrandZ rankings by WPP and Kantar.
- Technology, finance, and retail brands dominated the list. Collectively they contributed more than two-thirds of the combined $4.7 trillion value held among the top 100 performing companies.
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Amazon surpassed both Apple and Google to clinch the title of world’s most valuable brand.
The e-commerce giant took the top spot in the BrandZ top 100 most valuable global brands list, with an estimated value of $315.5 billion, up 52% from the year before. The report, which was compiled by WPP and conducted by the research agency Kantar, utilizes a methodology that considers financial value, consumer perception, and brand equity. The report was released Tuesday.
"Amazon’s phenomenal brand value growth of almost $108 billion in the last year demonstrates how brands are now less anchored to individual categories and regions," Doreen Wang, Kantar’s global head of BrandZ, said in a statement. "The boundaries are blurring as technology fluency allow brands, such as Amazon, Google and Alibaba, to offer a range of services across multiple consumer touchpoints."
Technology, finance, and retail companies accounted for more than two-thirds of total brand value across the list. The study also found that luxury is one of the fastest growing sectors, "fueled by the shifting preferences to digital channels from Gen Y and Gen Z consumers."
Here’s a closer look at the top 10 most valuable global brands:
AP Photo/Mark Lennihan
AT&T benefited tremendously from the approval of the Time Warner acquisition, moving the company into the lucrative entertainment sector, where it now competes with the likes of Netflix and Disney.
AP Photo/Andy Wong
McDonald’s has made major digital advancements to its ordering options, including implementing in-store kiosk screens and offering pre-ordering via its app.
Tencent was among 15 Chinese brands that ranked in the top 100 this year, buoyed by the continued strength of its WeChat brand.
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