Amazon most valuable brand as 'ecosystem' companies dominate

Josh Hall's picture

Amazon has become the world's most valuable brand, beating competition from Google, Apple, and Facebook.

This is according to the 2019 BrandZ rankings, which sees the retail and tech giant move from third position to the top of the list.

BrandZ's research says a series of canny acquisitions and its levels of customer service contributed to Amazon's win.

But they also suggest that the company's transition into an 'ecosystem' business, offering a diverse range of different products and services, drove the brand higher.

BrandZ chairman David Roth said: "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 report estimates the value of Amazon's brand at $316 billion, with Apple and Google following at $310 billion and $309 billion respectively.

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