Amazon has become the most valuable brand in the world after unseating Google and Apple; while the Spanish companies Zara and Movistar abandon the ‘Top 50’, according to the 2019 edition of the BrandZTM ranking, prepared by WPP and Kantar.
Specifically, the electronic commerce giant has raised its value in 2019 by 52%, reaching 315.505 billion dollars, which has allowed it to advance Apple, second with 309.527 billion dollars and Google, with 309.000 billion dollars and put end to 12 years of joint domination in which technology companies have alternated the position of the most valuable brand in the world.
In this way, Microsoft, Visa, Facebook, Alibaba (which wins a place and becomes the most valuable Chinese brand in the world), Tencent, McDonald’s and AT & T complete the ‘top 10’ ranking in this list.
The report shows that the technological brands dominate this ranking since its inception in 2006. Thus, the company whose value has grown the most is Instagram, which in 2019 almost doubles its value (with 95% growth over the previous year), and it becomes the brand with the most positions, 47, until it ranks 44th with a brand value of 28.205 billion dollars.
A ranking that has new additions such as Xiaomi, Haier, Meituan, Didi Chuxing, Chanel, LIC, Dell Technologies, Xbox and TCS, while luxury brands is the category that has grown the most, with 29%, followed by ‘retail’ (25%).