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Amazon crowned 2019’s BrandZ Top 100 Most valuable global brands

Consumer technology brands pass the $1 trillion brand value mark

E-commerce, Online banking, BrandTalk, Amazon.com Incorporated

With little sign of a slowdown in growth, Amazon has become the world's most valuable brand, according to the 2019 BrandZ Top 100 Most Valuable Global Brands ranking released today by WPP and Kantar at the New York Stock Exchange.

Amazon's acquisitions, that have led to new revenue streams, excellent customer service provision and its ability to stay ahead of its competitors by offering a diverse eco-system of products and services, have allowed the company to continuously accelerate its brand value growth.

Technology companies have led BrandZ's Top 100 ever since its first global brand value ranking in 2006, when Microsoft took the top spot. Rising in brand value by 52% year-on-year to $315.5 billion, Amazon moves ahead of Apple (no.2, $309.5 billion) and Google(no.3, $309.0 billion) which both rose by a modest +3% and +2% respectively, to end the technology giants' 12-year dominance.

In the Top 10,Facebook remained at no.6 while, for the first time, Alibaba overtook Tencent and became the most valuable Chinese brand, moving up two places to no.7 and growing +16% to $131.2 billion. Tencent dropped three places to no.8, declining by 27% to $130.9 billion year-on-year, in what BrandZ ascribes to a more volatile world; one in which brands must continually anticipate evolving consumer needs and expectations.

As other social media platforms face challenges in terms of trust and desirability, Instagram (no.44, $28.2 billion),now with over 1 billion users worldwide, emerged as this year's fastest riser climbing 47 places with a massive +95% growth in brand value. Lululemon, the yoga-inspired, athletic apparel company was the second fastest riser, stretching to +77% growth year-on-year to $6.92 billion.

Other top risers, such as Netflix (+65%, no. 34, $34.3 billion), Amazon (+52%, $315.5 billion) and Uber (+51%, no.53, $24.2 billion) reflect the rapidly changing, technology-driven world in which consumers are placing more value on richer brand experiences.

David Roth, CEO of The Store WPP EMEA and Asia and Chairman of BrandZ, says: "The growth in value of this year's top 100 brands to an all-time high proves the power of investing in brands to deliver superior shareholder value.Behind this headline growth figure lies the success coming from a new phenomenon of ecosystem brand building. We're seeing a move from individual product and service brands to a new era of highly-disruptive ecosystems. Brands need to understand the value this type of model can create and should embrace its approach to be successful in the future."

The BrandZ Top 10 Most Valuable Global Brands 2019 

Position           Value        2018 Rank

1 Amazon        315.505           3

2 Apple           309.527           2

3 Google         309.000           1

4 Microsoft     251.244           4

5 Visa              177.918           7

6 Facebook      158.968           6

7 Alibaba         131.246           9

8 Tencent         130.862           5

9 McDonald's  130.368           8

10 AT&T         108.375           10

CHANNEL AWARD 2018