NEWS30 June 2020

Amazon remains world’s top brand for 2020

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GLOBAL – Amazon has maintained its place as the world’s most valuable brand, according to the WPP and Kantar’s BrandZ global brand ranking.

The BrandZ top 100 most valuable global brands ranking, which was released today, found Amazon increased its value this year by almost $100bn to a total of $415.9bn, which accounted for a third of the top 100’s total growth.

After Amazon, Apple was the second most valuable brand with $352.2bn, up 14%, and Microsoft overtook Google to take third place thanks to its cloud-enabled workplace products such as Teams and Office365.

The total value of the top 100 brands was $5 trillion – equivalent to the gross domestic product of Japan – and is 245% greater than in 2006.

The ranking also used valuations data incorporating stock price performance from April 2020 to factor in the impact of Covid-19 on the top brands.

Asian brands accounted for a quarter of the top 100, with 17 Chinese companies featuring, including retail giant Alibaba at number six and internet services firm Tencent at number seven.

Social media platform TikTok was the highest new entry at number 79 on the ranking with a value of $16.9bn.

David Roth, chief executive of The Store WPP EMEA and Asia and chair of BrandZ, said the strongest brands were in a better position than they were during the 2008/09 global financial crisis.

“We see a significant improvement in brand equity now compared to 10 years ago because businesses understand the importance of investing in brand-building and are stronger and more resilient as a result,” Roth said.

“While the impact of Covid-19 has impacted every business regardless of size or geography, consistent investment in marketing can and will help carry you through a crisis.”

The BrandZ Top 10 Most Valuable Global Brands 2020

Rank 2020	Brand	Category	Brand value 2020 ($bn)	Brand value change	Rank 2019
1	Amazon	Retail	415.855	32%	1
2	Apple	Technology	352.206	14%	2
3	Microsoft	Technology	326.544	30%	4
4	Google	Technology	323.601	5%	3
5	Visa	Payments	186.809	5%	5
6	Alibaba	Retail	152.525	16%	7
7	Tencent	Technology	150.978	15%	8
8	Facebook	Technology	147.190	-7%	6
9	McDonald’s	Fast food	129.321	-1%	9
10	MasterCard	Payments	108.129	18%	12