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Amazon Leads Digital Surge In Latest Interbrand 'Best Global Brands' List

Amazon saw a 60% increase in brand value over the past year, giving it a valuation of $200.7 billion (€170.3 billion), according to the latest Interbrand 'Best Global Brands' rankings.

The online giant outperformed all other brands in terms of growth, the data showed, while other digital firms also saw a surge amidst the coronavirus pandemic – Netflix saw a 41% increase in value to $12.67 billion, while Spotify was up 52% to $8.4 billion.

The rankings are headed up by Apple, with a brand valuation of $323 billion, followed by Amazon (2nd), Microsoft (3rd, $166 billion), Google (4th, $165 billion) and Samsung (5th, $62 billon).

Consumer Packaged Goods

FMCG brands feature strongly in the list – Coca-Cola ranks sixth, with a brand value of $56.9 billion, which is 10% lower than last year.

PepsiCo (26th, $18.6 billion) and Budweiser (33rd, $15.6 billion) also see declines in value, by 9% and 3% respectively, however Nescafé (38th, $13 billion) is up 2% in brand value.

Danone (62nd, $10.3 billion) and Nestlé (63rd, $10.2 billion) also see value gains, of 4% and 8% respectively, however Kelloggs (66th, $9.5 billion) sees a 8% decline.

Interestingly, given the year that's in it, beer brand Corona (78th, $6.6 billion) sees its brand value increase, by 3%, while further down the list, whiskey brand Johnnie Walker is a new entry in 98th, with a brand value of $4.5 billion.

Changing Landscape

"Leadership, engagement and relevance are three consistent themes we are seeing as brands try to navigate the rapidly changing business landscape," commented Charles Trevail, Global CEO, Interbrand.

"They are the keys to unlock results in the current crisis, building customer confidence and business resilience. By setting out powerful ambitions and pursuing them with courage and conscience, brands can help us lift our heads, make sense of chaos, and see beyond it, championing a new decade of possibility."

The overall value growth of the 100 brands featured in Interbrand's report is up 9% year-on-year, to $2.34 trillion, which has been largely driven by the performance of 'big tech' companies.

Elsewhere, global shop closures caused the brand values of clothing retailers Zara (35th) and H&M (37th) to fall 13% and 14% respectively, with both dropping at least six places in this years' ranking.

"Especially during these unprecedented times, when consumer behaviours have shifted and trust is more important than ever, these rankings are a way for us to better understand how we can best serve our communities," commented Raja Rajamannar, chief marketing and communications officer at Mastercard, which ranks 57th on the list ($11.1 billion, up 17%).

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© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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