The BrandZ Top 100 Most Valuable Global Brand ranking 2019 is out (PDF), and Amazon has risen to the top of the rankings, surpassing both Apple and Google.
The e-commerce giant saw its brand value rise to $315.5 billion, beating second-placed Apple’s $309.5 billion evaluation and Google’s $309 billion in third. While Apple’s brand value saw a 3% rise over last year, Google saw a 2% rise. However Amazon scored a whopping 52% gain.
Amazon’s 1st place finish ends a string of years since 2007 where either Apple or Google finishing in the top spot.
Doreen Wang, Kantar’s global head of BrandZ, told CNBC that the massive online retailers leap to first was due to its variety of services.
“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. 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,” said Wang.
The top ten most valuable global brands in the report is made up almost entirely of technology and telecom companies, with Microsoft, Visa, Facebook, Alibaba Group, Tencent, McDonald’s, and AT&T filling out the top ten.
The rankings include publicly traded brands or companies that publish their financial results. The list measures brand equity based on interviews with 3 million consumers. The analysis of each company and financial performance uses data from Kantar Worldpanel.