Global brands 2019

The duopoly is broken. Amazon has displaced fellow tech companies Apple and Google, which since 2007 have held the top two places in the BrandZ ranking of the 100 most valuable global brands. 

The 52 per cent leap in Amazon’s brand value from last year underscores the company’s growth into what the researchers call an “ecosystem brand” — branching out from online retail and a few simple cloud computing services, when this list was first compiled, to now offering a vast range of interconnected products.  

Luxury brands are the list’s biggest movers, with the likes of Louis Vuitton and Chanel growing their brand value on the back of consumers’ increasing desire for experiential purchases.

The ranking overall reflects the global nature of the consumer economy, dominated by the US but reflecting the increasing importance of Chinese brands, including newcomers Didi Chuxing, the ride-hailing service, and smart device maker Xiaomi.

About this list

The BrandZ rankings of the world’s most valuable brands have been compiled by WPP’s research arm Kantar since 2006. BrandZ calculates the value that brand contributes to businesses by combining financial and market data with surveys of nearly 4m consumers in 51 countries on their views about brands. 

Rank 2019 Rank 2018 Change Brand Category Country of Origin Brand value 2019 ($m) Brand value 2018 ($m) Value change 2019 v 2018
1 3 +2 Amazon Retail  US           315,505           207,594  52%
2 2 na Apple Technology  US           309,527           300,595  3%
3 1 -2 Google Technology  US           309,000           302,063  2%
4 4 na Microsoft Technology  US           251,244           200,987  25%
5 7 +2 Visa Payments  US           177,918           145,611  22%
6 6 na Facebook Technology  US           158,968           162,106  -2%
7 9 +2 Alibaba Retail  China           131,246           113,401  16%
8 5 -3 Tencent Technology  China           130,862           178,990  -27%
9 8 -1 McDonald's Fast Food  US           130,368           126,044  3%
10 10 na AT&T Telecom Providers  US           108,375           106,698  2%
11 12 +1 Verizon Telecom Providers  US             94,598             84,897  11%
12 15 +3 Mastercard Payments  US             91,929             70,872  30%
13 11 -2 IBM Technology  US             86,005             96,269  -11%
14 14 na Coca-Cola Beverages  US             80,825             79,964  1%
15 13 -2 Marlboro Tobacco  US             71,958             81,914  -12%
16 17 +1 SAP Technology  Germany             57,528             55,366  4%
17 19 +2 Disney Entertainment  US             57,007             53,833  6%
18 16 -2 UPS Logistics  US             54,899             60,412  -9%
19 20 +1 The Home Depot Retail  US             53,507             47,229  13%
20 24 +4 Xfinity Telecom Providers  US             48,889             43,056  14%
21 29 +8 Nike Apparel  US             47,360             38,479  23%
22 26 +4 Louis Vuitton Luxury  France             47,214             41,138  15%
23 18 -5 Wells Fargo Regional Banks  US             46,468             54,952  -15%
24 23 -1 Starbucks Fast Food  US             45,884             44,503  3%
25 25 na Deutsche Telekom Telecom Providers  Germany             44,219             41,499  7%
26 30 +4 PayPal Payments  US             44,166             35,440  25%
27 21 -6 China Mobile Telecom Providers  China             39,322             46,349  -15%
28 32 +4 Accenture Technology  US             39,184             33,723  16%
29 22 -7 ICBC Regional Banks  China             38,432             45,853  -16%
30 27 -3 Spectrum Telecom providers  US             38,423             39,372  -2%
31 New na Chanel Luxury  France             37,006   na  na
32 31 -1 Walmart Retail  US             36,801             34,002  8%
33 35 +2 American Express Payments  US             35,071             30,046  17%
34 61 +27 Netflix Entertainment  US             34,290             20,819  65%
35 34 -1 Moutai Alcohol  China             33,924             32,113  6%
36 38 +2 Intel Technology  US             31,880             28,316  13%
37 39 +2 Hermès Luxury  France             30,966             28,063  10%
38 33 -5 Samsung Technology  South Korea             30,369             32,191  -6%
39 51 +12 YouTube Entertainment  US             29,613             22,958  29%
40 43 +3 Ping An Insurance  China             29,470             26,141  13%
41 36 -5 Toyota Cars  Japan             29,151             29,987  -3%
42 57 +15 Cisco Technology  US             28,861             21,331  35%
43 44 +1 L'Oréal Paris Personal Care  France             28,376             26,107  9%
44 91 +47 Instagram Technology  US             28,205             14,496  95%
45 75 +30 Adobe Technology  US             27,930             17,831  57%
46 78 +32 Salesforce Technology  US             26,917             17,026  58%
47 48 +1 Huawei Technology  China             26,908             24,922  8%
48 28 -20 GE Conglomerate  US             26,700             39,041  -32%
49 37 -12 Vodafone Telecom Providers  UK             26,499             28,860  -8%
50 45 -5 Oracle Technology  US             26,488             25,802  3%
51 40 -11 Budweiser Beer  US             26,317             27,031  -3%
52 54 +2 Gucci Luxury  Italy             25,274             22,442  13%
53 81 +28 Uber Transport  US             24,206             16,045  51%
54 46 -8 Mercedes-Benz Cars  Germany             23,355             25,684  -9%
55 47 -8 BMW Cars  Germany             23,326             25,624  -9%
56 50 -6 HSBC Global Banks  UK             23,169             23,633  -2%
57 52 -5 RBC Regional Banks  Canada             22,845             22,924  0%
58 83 +25 LinkedIn Technology  US             22,816             15,657  46%
59 49 -10 China Construction Bank Regional Banks  China             22,709             23,747  -4%
60 60 na HDFC Bank Regional Banks  India             22,705             20,874  9%
61 42 -19 Zara Apparel  Spain             22,581             26,860  -16%
62 72 +10 Costco Retail  US             21,282             18,265  17%
63 41 -22 Baidu Technology  China             20,879             26,861  -22%
64 65 +1 Orange Telecom Providers  France             20,728             19,647  6%
65 63 -2 Shell Energy  UK             20,669             20,264  2%
66 59 -7 JD Retail  China             20,609             20,933  -2%
67 67 na Chase Regional Banks  US             20,514             19,324  6%
68 New na LIC Insurance  India             20,314   na  na
69 56 -13 FedEx Logistics  US             20,176             22,218  -9%
70 55 -15 NTT Telecom Providers  Japan             20,070             22,377  -10%
71 New na Didi Chuxing Transport  China             20,041   na  na
72 66 -6 TD Regional Banks  Canada             19,958             19,628  2%
73 73 na J.P. Morgan Global Banks  US             19,827             18,251  9%
74 New na Xiaomi Technology  China             19,805   na  na
75 53 -22 Movistar Telecom Providers  Spain             19,361             22,824  -15%
76 76 na IKEA Retail  Sweden             18,949             17,481  8%
77 58 -19 Citi Global Banks  US             18,878             21,258  -11%
78 New na Meituan Lifestyle Platform  China             18,760   na  na
79 64 -15 Pampers Baby Care  US             18,664             20,183  -8%
80 74 -6 ExxonMobil Energy  US             18,604             18,222  2%
81 New na Dell Technologies Technology  US             18,486   na  na
82 69 -13 Agricultural Bank of China Regional Banks  China             18,199             19,141  -5%
83 77 -6 Bank of America Regional Banks  US             17,983             17,439  3%
84 71 -13 Colgate Personal Care  US             17,567             18,516  -5%
85 87 +2 KFC Fast Food  US             17,205             15,131  14%
86 70 -16 Subway Fast Food  US             17,124             18,766  -9%
87 New na Xbox Technology  US             16,690   na  na
88 62 -26 DHL Logistics  Germany             16,644             20,568  -19%
89 New na Haier IoT Ecosystem  China             16,272   na  na
90 86 -4 AIA Insurance  Hong Kong             16,145             15,131  7%
91 68 -23 Commonwealth Bank of Australia Regional Banks  Australia             15,795             19,286  -18%
92 82 -10 Siemens Conglomerate  Germany             15,308             15,965  -4%
93 89 -4 HP Technology  US             15,202             14,797  3%
94 95 +1 Lowe's Retail  US             14,964             13,111  14%
95 80 -15 US Bank Regional Banks  US             14,851             16,278  -9%
96 93 -3 ALDI Retail  Germany             14,692             13,785  7%
97 New na TCS Technology  India             14,282   na  na
98 85 -13 Gillette Personal Care  US             14,150             15,358  -8%
99 99 na BCA Regional Banks  Indonesia             13,437             12,674  6%
100 100 na Adidas Apparel  Germany             13,355             12,456  7%

The brand value of Coca-Cola includes Lights, Diets and Zero; Budweiser includes Bud Light

Source: Kantar/BrandZ (including data from Bloomberg)

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