The US online business giant Amazon has overtaken the Google and Apple IT groups and taken the lead in the ranking of the world's most powerful brands, according to a ranking established by the firm Kantar. According to this annual list BrandZ, the group founded by Jeff Bezos has raised the value of his brand by 52% to 315 billion dollars.
Kantar cabinet and its owner, the British public relations giant WPP, said Tuesday in a statement that Amazon had boosted the value of its brand through "intelligent acquisitions, excellent service to the consumer and its ability to outpace its competitors by proposing an ecosystem rich in products and services ".
Amazon jumps from third place to first, stolen from internet giant Google, which is down in third place, with an estimated brand value of $ 309 billion. Google is preceded by a blast by another behemoth of Silicon Valley, Apple, which retains its second place, to 309.5 billion dollars. Behind the rankings follow in order the Microsoft computer group, the Visa payments specialist, the Facebook social network and the Chinese online trading giant Alibaba.
The authors of the study highlight that the ranking, which includes the 100 most valued global brands, gives pride of place to the sectors of technology, finance and distribution - areas that surf on the development of activities on the Internet. Outside these areas, the top company in the rankings is McDonald's fast food giant, which is ninth.
Newcomers to the top 100 include US technology brands, such as Dell Technologies, and Chinese, such as Xiaomi. The study also highlights the rise of Asian brands, of which 23 occupy the ranking with 15 including from China. On the French side, the most valued brands come from the luxury sector, with Louis Vuitton (22nd), Chanel (31st) and Hermès (37th). Next are cosmetics giant L'Oréal (43rd) and telecommunications group Orange (64th).
This study is compiled by research firm Kantar based on market data collected from 3.7 million consumers, screening more than 166,000 brands.