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Amazon is the most valuable brand in the world, according to a new report.
The e-commerce giant's mark is $ 315.5 billion, which puts it ahead of Apple and Google, according to the BrandZ Top Most Valuable Global Brands magazine released Tuesday by WPP and the Kantar data consultant. The two technology companies had previously held the top positions for 12 years.
The value of the Amazon brand has grown thanks to its acquisitions, customer service and the maintenance of a diverse set of products and services, said a press release about this study.
"The phenomenal growth of Amazon's brand value of nearly $ 108 billion last year, shows how brands are now less anchored in categories and regions," said Doreen Wang, responsible Kantar World Brandz, in an online press release.
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"The limits are unclear, because the mastery of technology allows brands, such as Amazon, Google and Alibaba, to offer a range of services on multiple touch points with consumers," added Wang. "With their consumer experience and expertise, these brands are integrating into the business services sector, creating new opportunities for growth."
Apple and Google had already held the top two places of the most valuable brand last year, with Amazon in third place. This year, Apple stayed in second place with a brand value of $ 309.5 billion and Google went from the first to the third position, this year to $ 309 billion.
According to the release, technology companies are in the top 100 of BrandZ's top 100 companies since its debut in 2006. This year, five technology companies are among the top 10 brands. Microsoft ranks fourth with $ 251.2 billion, Facebook ranks sixth at $ 158.9 billion, and Tencent – a Chinese digital media conglomerate – ranks eighth with $ 130.8 billion.
Other companies on the list include Visa payment brand in fifth place with $ 177.9 billion, China's e-commerce brand Alibaba ranked seventh at $ 131.2 billion, McDonald's fast food brand In the ninth place at $ 130.3 billion and the telecom provider AT & T in tenth place at $ 108.3 billion.
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According to Kantar, Instagram has been the fastest-growing brand value this year, with growth of 95%. The social media platform would have risen 47 places to 44 and its brand value would be $ 28.2 billion. Other "high-end" companies include sportswear companies Lululemon, Netflix, Salesforce and Uber.
"We are seeing the shift from individual product and service brands to a new era of highly disruptive ecosystems," said David Roth, CEO of The WPP Store EMEA and Asia and President of BrandZ. "Brands must understand the value that this type of model can create and must adopt its approach to succeed in the future."
However, the report revealed that trade wars between China and the United States had an impact on growth, which slowed by about 7% last year.
"Consumer confidence has been affected by the impact of commercial rates on several brand categories, with cars, logistics and banks being the most affected," Kantar said in his report.
On Tuesday, China promised to "fight to the end" if the United States exacerbated tensions in the ongoing trade war, while President Trump was preparing to decide whether to impose it or not. no tariffs on 300 billion additional dollars of Chinese products.
Chinese Foreign Ministry spokesman Geng Shuang said China could negotiate with the United States if the two sides were willing to reach a fair deal, but said his country "is not afraid to carry out a commercial war ".
"China does not want to wage a trade war, but we are not afraid to wage a trade war," Geng said. "If the United States is ready for fair consultation, our door is wide open. If the United States only wants to aggravate trade frictions, we will react with determination and fight to the end. "
Katherine Lam, Fox Business, and Associated Press contributed to this report.
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