Amazon has secured the title of most valuable global brand for the third year running, but rival tech giants such as Apple and Google are breathing down the neck of the Jeff Bezos founded site.
Data and insights company Kantar has released its BrandZ report for 2021, detailing the most valuable brands globally based on their financial value and brand contribution.
As has become common in recent years, tech brands dominated the list, with Amazon, Apple, Google, Microsoft and Tencent forming the top five.
Amazon’s estimated value of $US684 billion was driven by a 64 per cent increase from the year prior.
But it was Google’s ability to leapfrog Microsoft and claim third spot, with a $US458 value, that could prove the most notable.
“Thanks to a rebounding ad industry, Google leapfrogged Microsoft to regain the number three spot on the ranking,” Kantar said.
And while Google’s resurgence was led by the rebounding advertising industry, it was the power and value of technology – particularly following the pandemic – that dictated the wider list.
Technology-driven brands account for more than 50 per cent of the value of the top 100 brands.
By way of comparison, in 2006, tech brands created just 27 per cent of the value.
Just how valuable are top brands?
Kantar suggests that the top 100 brands in this year’s list now have a total value of around $US7 trillion – which is more than the GDP of France and Germany combined.
This also meant that over $US2 trillion in brand value was added since last year.
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