Amazon and Apple have extended their lead as the most valuable brands, according to data from Kantar BrandZ.

Why it matters

Amazon has taken the top spot as the most valuable brand for the third year running while Apple has placed in the top two every year since 2011. Their success has in part been a result of an ecosystem approach mixing growth areas including hardware, software and services.

While brand-building has been challenged by the growth of performance marketing, WARC’s latest white paper argues the need for an integrated approach and a clear focus on product and experience.

Takeaways

• Among the top ten most valuable brands, Apple saw the quickest year-on-year growth, rising 74% to $612.0bn.
• Amazon follows, with a brand value growing 64% to reach $683.9bn.

WARC’s latest white paper, titled ‘Rethinking Brand for the Rise of Digital Commerce’, brings together the latest research on the role of creative brand-building in a period of performance marketing and digital commerce. The report is available here.

Credit:  Kantar BrandZ, WARC Data