Amazon the surprise winner in latest Brand Value ranking

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.


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