The 2019 BrandZ Top 100 Most Valuable Global Brand report is out. It’s always interesting to see what brands are in the top 10, which ones moved and why. This year Amazon took pole position, knocking Google off the number 1 spot, a place it’s held for 2016.
As you can see in the table below, Amazon have been on the upward move since 2015 when they occupied position 15 in the rankings. Amazon crept up to the top 10 the following year, taking 7th position, finishing in 3rd place in 2018. Not a surprise really with all the growth, acquisition, investment and innovation activity over the past few years.
Apple has firmly held the second place since it was knocked out of 1st position in 2016. Coca-Cola now occupies 14thposition, followed by Marlboro at 15. Alibaba snuck into the top 10 in 2018 and continues to move up the ranks.
As the brands move up the rankings, their value is also increasing. On the webinar to launch the report, Doreen Wang, Global Head of BrandZ mentioned that they evaluate over 160,000 brands that have a total value of US$4.7 trillion, the equivalent of Spain, South Korea and Russia’s combined GDP. She emphasised the importance of brands’ investment to achieve long-term success. This was encouraging to hear because she called it an investment rather than a cost, which is how the funding behind brand development is often viewed.
The report is also always full of interesting and insightful nuggets of information. When I’ve read through the 195 pages of the report, I will share what I found to be most insightful.
