Amazon has shot past rivals Google and Apple to become the world’s most valuable brand, according to the latest Brand Finance rankings.
The retail goliath’s brand value increased a whopping 42% to $150.8B. With Apple’s brand also growing 37% to $146.3B, former front-runner Google ($120.9B) was pushed into third place.
Two other tech brands – Samsung’s (up 39% to $92.3B) and Facebook (up 45% to $89.7B) – also featured in the top five. AT&T, Microsoft, Verizon, Walmart, and Chinese bank ICBC rounded out the top ten.
As far back as 2004, Amazon founder Jeff Bezos said of brand development:
“The right way to build a brand is by delivering a great service. Customers learn about who we are as a result of interacting with us. A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well. People notice that over time. I don’t think there are any shortcuts.”
At the other end of the brand building spectrum, the biggest decliners in the 2018 Brand Finance rankings are:
- Toshiba – down 43%;
- UnderAmor – down 36%; and
- ExxonMobile – also down 36%.
Brand Finance’s ranking methodology uses factors including marketing investment, familiarity, loyalty, staff satisfaction, and corporate reputation to produce a financial measure of how much value a brand contributes to its owner.