Amazon beats Apple, Google to become the world’s most valuable brand

Amazon has overtaken Google and Apple to become the world’s most valuable brand at $315.5 billion, according to the BrandZ Top 100 Most Valuable Global Brand ranking 2019, up 52% on last year.

Apple comes second at $309.5 billion, and Google is third at $309 billion. BrandZ bases its annual report on companies' financial performance, using data from WPP research agency Kantar, and interviews with millions of consumers.

Apple comes second, valued at $309.5 billion, with Google in third place, at $309 billion.

Google and Apple had spent a combined 12 years at the top of the list, with Google taking the top spot in 2018.

Amazon’s global value this year is 409% higher than Microsoft’s was in 2006, which was the first brand to hold the top spot when the ranking launched.

“Amazon’s rise in brand value has been steady over the past few years as it has evolved from an online, price-led retailer to an ‘ecosystem brand’,” says Graham Staplehurst, BrandZ’s global strategy director. “It has successfully connected the values and positive brand associations from one business – ease of use, speed, reliability – to other areas.

“Enabled by developing technologies, and not being afraid to try and fail at times, Amazon has diversified into a range of offers from cloud computing to smart devices, from payment systems to the best in entertainment. As the boundaries between traditional businesses blur, Amazon has been ideally positioned to seize emerging opportunities.”

The only brands in the top 10 to decrease their value are Facebook (sixth) down 2% and Tencent (eighth) down 27% – although Tencent’s blow can largely be explained by a new constraint on gaming revenues in China.

Mastercard (12th) is one of the strongest challengers, with a 30% year-on-year increase in value – 1,138% times higher than 10 years ago – meaning it is far outpacing the aggregated growth rate of the top 10 (9.7%) and highly likely it will break through into the top 10 next year.

There are nine newcomers this year – the majority of which are Chinese and US technology brands. These are Didi Chuxing (71st), Xiaomi (74th), Meituan (78th), Dell Technologies (81st) – which re-enters the ranking now it is no longer a private company and its financials can be valued – Xbox (87th) and Tata Consultancy Services (97th).

Other newcomers include Chanel (31st) – another re-entry for the same reason as Dell, Indian insurance brand LIC (68th) and Haier (89th).