The duopoly is broken. Amazon has displaced fellow tech companies Apple and Google, which since 2007 have held the top two places in the BrandZ ranking of the 100 most valuable global brands.
The 52 per cent leap in Amazon’s brand value from last year underscores the company’s growth into what the researchers call an “ecosystem brand” — branching out from online retail and a few simple cloud computing services, when this list was first compiled, to now offering a vast range of interconnected products.
Luxury brands are the list’s biggest movers, with the likes of Louis Vuitton and Chanel growing their brand value on the back of consumers’ increasing desire for experiential purchases.
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