Amazon with a $315.5 billion brand value stays as the most valuable retail brand, accounting for 25% of the total brand value of the global Top 75 list. Another American brand Nike placed overall fifth, tops the table in the apparel category.
According to the second annual BrandZ Top 75 Most Valuable Global Retail Brands ranking and report compiled by WPP and Kantar, Chinese e-commerce giant Alibaba is placed in the second. The value of brand Amazon has jumped 91%, whereas Alibaba at $ 131 billion value has registered a growth of 48%. McDonald’s ranked third at $ 30 billion, up by 18% year-on-year.
“Both Alibaba and Amazon are connecting with consumers across a wide variety of their needs,” said Graham Staplehurst, global strategy director for Kantar’s BrandZ ranking. “They are growing more than others partly because of their activity outside retailing.”
Starbucks Coffee with 45.9 billion brand value also figures in the top 10 list.
The top five apparel brands, led by Nike, feature four sports and athleisure brand with fashion retailer Zara being the lone exception. Nike with a 38% growth has registered a brand value of 47.36 billion, while Zara valued at 25.58 billion has lost 10% on the last year’s value. German brand adidas, Japan’s Uniqlo and Canada’s Lululemon Athletica figure next in the most valuable apparel brand’s list.
The ranking combines market data from Bloomberg with extensive consumer insights from over 3.7 million consumers around the world, covering more than 166,000 different brands in over 50 markets.
The ranking covers brands that are pure retail, fast food, apparel and luxury.