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As expected, Amazon maintained its position as the world’s most valuable brand, increasing its worth by almost a third to $415.9 billion compared to last year, according to a ranking by consultancy Kantar.

The ranking combines rigorously analysed market data from Bloomberg with extensive consumer insights from over 3.8 million consumers around the world, covering over 17,500+ different brands in 51 markets.

How did they do it?

Amazon demonstrated innovation and agility during throughout the pandemic. Thus allowing them to continue growing in worth. Persistent innovation by the brand and an ever-growing client base only assisted, the star of the show being of course, the pandemic. 

For Amazon, the pandemic did nothing but excel the brand. With more people working from home and ordering online, the retailer gained countless new customers. The world relies on this company, I haven’t met a person who doesn’t know about it. Have you?

Who else is at the top?

Brands have found new and creative ways to engage with consumers and build trust. With a ranking that is usually dominated by tech firms, the retail sector showed very strong performance. Growing the fastest (21%) in brand value driven by the major e-commerce players.

Familiar names such as Alibaba, JD, Walmart and Lululemon are all brands found in the ranking.

Technology brands continued to dominate the top of the ranking, representing over a third (37%) of brand value in the Top 100 and growing overall by 10%.

Apple maintained its position as the second most valuable global brand (+14%, $352.2bn). Microsoft regained the number 3 position (+30%, $326.5bn), ahead of Google (+5%, $323.6bn) at number 4.

Overall, the value of the world’s top 100 brands grew to an impressive $3.4 trillion over the last year. Increasing by 3% since last year. The global pandemic was sure to have assisted these companies in a way. With many people working from home, staying indoors and using these companies, brands and businesses more frequently.

Doreen Wang, Global Head of BrandZ at Kantar, comments: “Innovation has proven to be a key driver for growth in this year’s Top 100, and a way to prevent decline. Creativity is also an important trait for the world’s most valuable brands. Companies like Amazon, Apple and Google – the tech giants that keep on innovating – successfully combine both to continue being relevant to consumers’ lives and making it easier for them to choose a brand.”

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