Jan. 25, 2020, 8:55 a.m. EST

Amazon hits $200 billion mark beating Google and Apple to become world’s most valuable brand

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By Callum Keown


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Amazon’s brand value has jumped to a record $220.8 billion DENIS CHARLET/AFP via Getty Images)

Amazon /zigman2/quotes/210331248/composite AMZN +1.19%   has beaten Google /zigman2/quotes/205453964/composite GOOG +0.98% , Apple /zigman2/quotes/202934861/composite AAPL +0.94% and Microsoft /zigman2/quotes/207732364/composite MSFT +1.16% , to become the world’s most valuable brand, according to a global report.

The value of the e-commerce giant’s brand has soared 17.5% to a record $220.8 billion - the first brand to top $200 billion - the Brand Finance Global 500 index found. Google, which comes second, also climbed in value, while third-placed Apple and fourth-placed Microsoft saw their brand values dip.

Samsung /zigman2/quotes/209800866/delayed KR:005930 0.00%   ranked fifth on the list, while three Chinese brands - Industrial and Commercial Bank of China /zigman2/quotes/201401473/delayed HK:1398 +0.75%  , Huawei and insurer Ping An made it into the top ten, alongside Facebook /zigman2/quotes/205064656/composite FB +1.64%   and Walmart /zigman2/quotes/207374728/composite WMT +1.18%  .

“The disrupter of the entire retail ecosystem, the brand that boasts the highest brand value ever, Amazon continues to impress across imperishable consumer truths: value, convenience and choice,” Brand Finance chief executive David Haigh said.

In contrast to its online retail rival, eBay’s /zigman2/quotes/204653455/composite EBAY +0.48%   brand value fell 9% to $8.2 billion over the year, while brick-and-mortar retailers Walmart, Aldi and Lidl saw their values surge.

“Despite the unprecedented disruption caused by e-commerce, the popular assertion that entering digital operations brings instant success while bricks and mortar stores are doomed for extinction is being proved wrong,” Haigh said.

Chinese software giant Baidu /zigman2/quotes/209050136/composite BIDU -0.27%   , which reported its first quarterly loss this year since listing in 2005, recorded the sharpest drop in value, falling 54% to $8.9 billion. Ride hailing giant Uber /zigman2/quotes/211348248/composite UBER +1.32%   was also among the fastest fallers after its disappointing IPO, dropping 32% to $15.3 billion. Tesla /zigman2/quotes/203558040/composite TSLA +1.94%   was the fastest-growing brand, jumping 65% to $12.4 billion in a year that has seen the electric car company expand into China.

Saudi Aramco SA:2222 -0.83%   was the most valuable new entrant, placing 24th with a value of $46.8 billion following its blockbuster IPO at the end of 2019. However the Saudi state-owned oil giant still ranks below Shell /zigman2/quotes/206428183/delayed UK:RDSA -2.20%   - Britain’s most valuable brand.

A brand’s value is the economic benefit it would achieve if it was licences in the open market, according to the consultancy. The index also includes brand strength, which is calculated as the efficacy of a brand’s performance relative to its peers.

Ferrari /zigman2/quotes/208128355/composite RACE -0.22%   was the world’s strongest brand, followed by Disney /zigman2/quotes/203410047/composite DIS +0.0081%   and Chinese messaging service WeChat, owned by tech giant Tencent /zigman2/quotes/204605823/delayed HK:700 +1.19%  .

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Dividend Yield
N/A
Market Cap
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N/A
Market Cap
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Market Cap
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/zigman2/quotes/209800866/delayed
KR : S. Korea: KRX
58,200.00
0.00 0.00%
Volume: 0.00
Sept. 29, 2020 3:30p
P/E Ratio
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Market Cap
₩388997.16 billion
Rev. per Employee
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HK : Hong Kong
HK$ 4.02
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P/E Ratio
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Market Cap
HK$1858.37 billion
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HK$3.03M
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US : U.S.: Nasdaq
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N/A
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/zigman2/quotes/207374728/composite
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Dividend Yield
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Market Cap
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/zigman2/quotes/204653455/composite
US : U.S.: Nasdaq
$ 52.35
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Dividend Yield
1.22%
Market Cap
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/zigman2/quotes/209050136/composite
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N/A
Market Cap
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/zigman2/quotes/211348248/composite
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P/E Ratio
N/A
Dividend Yield
N/A
Market Cap
$63.94 billion
Rev. per Employee
N/A
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/zigman2/quotes/203558040/composite
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$ 437.35
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Dividend Yield
N/A
Market Cap
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SA : Saudi Arabia Stock Exchange
ر.س.‏ 35.90
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Sept. 30, 2020 12:00a
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29.46
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3.92%
Market Cap
ر.س.‏7175.79 billion
Rev. per Employee
N/A
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/zigman2/quotes/206428183/delayed
UK : U.K.: London
£ 942.70
-21.20 -2.20%
Volume: 3.09M
Oct. 1, 2020 2:50p
P/E Ratio
N/A
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0.05%
Market Cap
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Rev. per Employee
N/A
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/zigman2/quotes/208128355/composite
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$43.89 billion
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/zigman2/quotes/203410047/composite
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$ 124.09
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P/E Ratio
N/A
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Market Cap
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HK : Hong Kong
HK$ 511.50
+6.00 +1.19%
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Sept. 30, 2020 4:08p
P/E Ratio
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Market Cap
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Callum Keown is a Barron's Group reporter for the Europe, Middle East and Africa region. He writes for MarketWatch, Barron’s, Penta and Financial News.

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