The 10 most valuable brands in the world (AMZN)

Amazon CEO Jeff Bezos

  • Brand Finance, a brand consultancy firm, released their most recent ranking of the most valuable brands in the world in 2018.
  • The firm looks at marketing investment, stakeholder investment, and business performance to help it measure how much each brand contributes to the company. 
  • Amazon took the top spot this year.
  • E-commerce, in general, dominated the list, with Amazon, Alibaba, and JD.com all ranking in the top 10. 

Amazon is the most valuable brand in the world — but Walmart and Alibaba aren’t far behind.

Brand Finance’s 500-strong ranking shows how overwhelmingly digital of an age we live in, with a number of e-commerce brands taking top spots in the ranking. Home improvement stores like Home Depot, Lowe’s, and Ikea also have retained spots in the top 10, with Home Depot’s value up 12% from last year. 

Target saw the greatest drop in value, down 20% from last year. According to Brand Finance, the brands that dropped in value are still trying to adapt to the digitalization of the industry, while online-only brands like Amazon and Aliaba are on the rise.

Here are top 10 most valuable brands, according to the firm’s rankings:

10. Target

Brand value: $13.67 billion

Percentage change from last year: -20%

Last year’s rank: 7

Target is losing value fast as it struggles to keep up with ecommerce focused brands, but is adding new initiatives like same-day delivery of online orders to become more competitive. Even though it’s value is down, Target reported same-store sales were up 6.5% in the second quarter.

9. Lowe’s

Brand value: $14.02 billion

Percentage change from last year: +1%

Last year’s rank: 9

Lowe’s hold’s onto the same spot it held last year. It recently closed the Orchard Supply Hardware chain it aquired last year to focus on the Lowe’s brand.

 

8. Walgreens

Brand value: $15.54 billion

Percentage change from last year: -3%

Last year’s rank: 8

Walgreens value is down -3% from last year. The company recently reported same-store sales were down by 1.2% at Walgreens in the most recent quarter

See the rest of the story at Business Insider

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