{"id":14038,"date":"2019-06-11T15:17:55","date_gmt":"2019-06-11T11:17:55","guid":{"rendered":"http:\/\/www.middleeastevents.com\/blog\/?p=14038"},"modified":"2019-06-11T15:17:55","modified_gmt":"2019-06-11T11:17:55","slug":"accelerated-growth-sees-amazon-crowned-2019s-brandz-top-100-most-valuable-global-brand","status":"publish","type":"post","link":"https:\/\/www.middleeastevents.com\/blog\/accelerated-growth-sees-amazon-crowned-2019s-brandz-top-100-most-valuable-global-brand\/","title":{"rendered":"Accelerated Growth Sees Amazon Crowned 2019’s BrandZ\u2122 Top 100 Most Valuable Global Brand"},"content":{"rendered":"

With little sign of a slowdown in growth, Amazon<\/b><\/strong> has become the world\u2019s most valuable brand, according to the 2019 BrandZTM<\/sup> Top 100 Most Valuable Global Brands ranking released today by WPP<\/a> and Kantar<\/a> at the New York Stock Exchange<\/a>.<\/p>\n

Amazon\u2019s<\/b><\/strong> smart acquisitions, that have led to new revenue streams, excellent customer service provision and its ability to stay ahead of its competitors by offering a diverse eco-system of products and services, have allowed Amazon<\/b><\/strong> to continuously accelerate its brand value growth.<\/p>\n

Technology companies have led BrandZ\u2019s Top 100 ever since its first global brand value ranking in 2006, when Microsoft <\/b><\/strong>took the top spot. Rising in brand value by an impressive 52% year-on-year to $315.5 billion, Amazon<\/b><\/strong> moves ahead of Apple<\/b><\/strong> (no.2, $309.5billion) and Google<\/b><\/strong>(no.3, $309.0billion) which both rose bya modest +3% and +2% respectively, to end the technology giants\u201912-year dominance.<\/p>\n

In the Top 10,\u00a0Facebook<\/b><\/strong> remained at no.6 while, for the first time, Alibaba <\/b><\/strong>overtook Tencent<\/b><\/strong> and became the most valuable Chinese brand, moving up two places to no.7 and growing +16% to $131.2 billion. Tencent<\/b><\/strong> dropped three places to no.8, declining by 27% to $130.9 billion year-on-year, in what BrandZ ascribes toa more volatile world; one in which brands must continually anticipate evolving consumer needs and expectations.<\/p>\n

As other social media platforms face challenges in terms of trust and desirability, Instagram<\/b><\/strong>(no.44, $28.2billion), now with over 1 billion users worldwide, emerged as this year\u2019s fastest riser climbing 47 places with a massive +95% growth in brand value. Lululemon<\/b><\/strong>, the yoga-inspired, athletic apparel company was the second fastest riser, stretching to +77% growth year-on-year to $6.92 billion.<\/p>\n

Other top risers, such as Netflix<\/b><\/strong> (+65%, no. 34, $34.3billion), Amazon<\/b><\/strong>(+52%, $315.5 billion) and Uber<\/b><\/strong> (+51%, no.53, $24.2billion) reflect the rapidly changing, technology-driven world in which consumers are placing more value on richer brand experiences.<\/p>\n

David Roth, CEO of The Store WPP EMEA and Asia and Chairman of BrandZ, says: <\/b><\/strong>\u201cThe growth in value of this year\u2019s top 100 brands to an all-time high proves the power of investing in brands to deliver superior shareholder value.Behind this headline growth figure lies the success coming from a new phenomenon of ecosystem brand building. We\u2019re seeing a move from individual product and service brands to a new era of highly-disruptive ecosystems. Brands need to understand the value this type of model can create and should embrace its approach to be successful in the future.\u201d<\/p>\n

The BrandZ Top 10 Most Valuable Global Brands 2019<\/b><\/strong><\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n\n
Rank 2019<\/b><\/strong><\/td>\nBrand<\/b><\/strong><\/td>\nCategory<\/b><\/strong><\/td>\nBrand value 2019 ($BN)<\/b><\/strong><\/td>\nBrand value change<\/b><\/strong><\/td>\nRank 2018<\/b><\/strong><\/td>\n<\/tr>\n
1<\/td>\nAmazon<\/td>\nRetail<\/td>\n315.505<\/td>\n52%<\/td>\n3<\/td>\n<\/tr>\n
2<\/td>\nApple<\/td>\nTechnology<\/td>\n309.527<\/td>\n3%<\/td>\n2<\/td>\n<\/tr>\n
3<\/td>\nGoogle<\/td>\nTechnology<\/td>\n309.000<\/td>\n2%<\/td>\n1<\/td>\n<\/tr>\n
4<\/td>\nMicrosoft<\/td>\nTechnology<\/td>\n251.244<\/td>\n25%<\/td>\n4<\/td>\n<\/tr>\n
5<\/td>\nVisa<\/td>\nPayments<\/td>\n177.918<\/td>\n22%<\/td>\n7<\/td>\n<\/tr>\n
6<\/td>\nFacebook<\/td>\nTechnology<\/td>\n158.968<\/td>\n-2%<\/td>\n6<\/td>\n<\/tr>\n
7<\/td>\nAlibaba<\/td>\nRetail<\/td>\n131.246<\/td>\n16%<\/td>\n9<\/td>\n<\/tr>\n
8<\/td>\nTencent<\/td>\nTechnology<\/td>\n130.862<\/td>\n-27%<\/td>\n5<\/td>\n<\/tr>\n
9<\/td>\nMcDonald\u2019s<\/td>\nFast Food<\/td>\n130.368<\/td>\n3%<\/td>\n8<\/td>\n<\/tr>\n
10<\/td>\nAT&T<\/td>\nTelecom Providers<\/td>\n108.375<\/td>\n2%<\/td>\n10<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Despite the economic uncertainty surrounding the US and China trade tariffs, almost a third of a trillion dollars ($328 billion) of value was added to the BrandZ Top 100 Global ranking over the last year, giving it a combined brand value of $4.7 trillion \u2013 roughly the combined GDP of Spain, Korea and Russia.<\/p>\n

Much of this value is derived from consumer technology brands appearing in the ranking which combined are now worth in excess of $1 trillion. Examples include newcomersXiaomi<\/b><\/strong> (no.74, $19.8 billion), a Chinese mobile handset brand that also uses the InternetofThings (IoT) to connect smart devices an dis experiencing rapidly growing demand in countries such as Russia, India and Malaysia. Another Chinese brand,\u00a0Meituan<\/b><\/strong> (no.78, $18.8billion) is seen as a category-disrupting consumer technology platform offering everything from food delivery, room bookings and ride-hailing to bike rentals. Meanwhile,\u00a0Uber<\/b><\/strong>is leveraging the ecosystem model and expanding into food and other delivery services, while Haier<\/b><\/strong>(no.89, $16.3 billion), the world\u2019s largest home appliances and IoT platform is committed toco-creating an open ecosystem brand in the IoT era with its customers and partners.<\/p>\n

Doreen Wang, Kantar\u2019s Global Head of BrandZ<\/b><\/strong>, comments: \u201cAmazon\u2019s phenomenal brand value growth of almost $108 billion in the last year demonstrates how brands are now less anchored to individual categories and regions. The boundaries are blurring as technology fluency allow brands, such as Amazon<\/b><\/strong>, Google<\/b><\/strong> and Alibaba<\/b><\/strong>, to offer a range of services across multiple consumer touchpoints. Using their consumer experience and expertise, these brands are crossing over into the business services sector, creating new opportunities for brand growth. Disruptive ecosystem models are flourishing in regions such as Asia, where consumers are more technology-enabled and where brands are integrating themselves into every aspect of people\u2019s daily lives.\u201d<\/p>\n

Amol Ghate, CEO UAE, Insights Division, Kantar says:\u00a0<\/b><\/strong>\u201cThe 7% growth in overall brand value of the BrandZ global 100 reaffirms our belief that brands continue to be at the heart of building strong businesses even in the most challenging times. Tech brands like Amazon, Apple & Google have shown the value of putting customers at the center of everything they do by continuing to lead the rankings. These brands have used technology to deeply understand their consumer\u2019s needs and deploy this knowledge to create an ecosystem of interrelated and seamless services which make the consumer\u2019s life easy. The magic formula still remains the same, create a meaningfully different brand and amplify it well. However, the ingredients to success have in many ways become more complex with availability of greater amounts of data, manifold channels to speak to the consumer, and increasingly diverse competition coming from all sides as technology lowers barriers to entry or in many cases changes the playing field altogether.\u201d<\/p>\n

Key trends highlighted in this year\u2019s BrandZ Global Top 100 study include:<\/p>\n