Amazon is highest retailer in the top 10 of most valuable brands

Three retailers in top 100

With a worth of 37.95 billion dollars (some 33.91 billion euro), American internet department store Amazon has become the first retailer to reach the top 10 of the world’s most valuable brands. The company’s value shot up 29 % in the past year, giving it the 10th spot overall.

The brand value is calculated on the basis of 3 criteria: the financial contribution of the brand to the financial results, the brand’s impact on its target audience and the lasting brand power to generate additional funds in the future.

Amazon is not the only retailer in the top 100: Ikea is 27th with a 16.54 billion dollar (14.78 billion euro) brand value, eBay is 32nd with 13.94 billion dollars (12.456 billion euro).

Worth nearly 1,520 billion euro all together

The top 100 of most valuable brands in the world is worth 1,519 billion euro, up 7.1 % compared to last year. The very top is unchanged: Apple gains another 43 % and is now worth 170.28 billion dollars (150.95 billion euro), increasing its lead over Google (120.31 billion dollars, some 106.66 billion euro), despite the fact it also grew 12 %. Coca-Cola is third with 78.42 billion dollars (69.52 billion euro), but dropped 4 % compared to last year.

New in the list are Lego (82), PayPal (97), Mini (98), Moët & Chandon (99) and Lenovo (100). Lenovo is only the second Chinese brand in the list, after Huawei). There are no Belgian brands in the list, but there are three from the Netherlands: Philips at 47 (- 8 %), Shell at 78 (- 12 %) and Heineken at 89 (+ 14 %).

Technology brands dominate the list, with for example Apple at 1 and Samsung at 7. Car brands also perform well (Toyota at 6 and BMW at 11, to name but a few). Several (sports) clothing brands also did well (including Nike at 17 and H&M at 21).