It looks like Amazon has broken the 12-year stranglehold of Apple and Google at the top of the 100 global brands.
According to Kantar’s latest global BrandZ ranking, Amazon’s value is now at US$315.5 billion, while Apple is at US$309.1 billion and Google at US$309 billion.
![](https://marketingmagazine.com.my/wp-content/uploads/2019/06/BrandZ100.jpg)
Speaking to Marketing Week, Graham Staplehurst, BrandZ’s global strategy director says that Amazon’s rise has seen it evolve from an online, price-led retailer to an ‘ecosystem brand’.
“It has successfully connected the values and positive brand associations from one business – ease of use, speed, reliability – to other areas,” he added.
Staplehurst says that Amazon has diversified into a range of offers from cloud computing to smart devices, from payment systems to the best in entertainment.
![](https://marketingmagazine.com.my/wp-content/uploads/2019/06/piotr-cichosz-414542-unsplash-1024x683.jpg)
“As the boundaries between traditional businesses blur, Amazon has been ideally positioned to seize emerging opportunities,” he explained.
Overall, the top 100 has gained almost a third of a trillion dollars ($328bn) in value over the past year to reach $4.7tn – roughly the combined GDP of Spain, Korea and Russia.
Source: Marketing Week
MARKETING Magazine is not responsible for the content of external sites.