The American e-commerce giant Amazon has overtaken Google and Apple IT groups and has taken the lead in the ranking of the most powerful global brands, according to a ranking developed by the consultancy Kantar.
According to this annual ranking called BrandZ, the group founded by Jeff Bezos increased the value of its brand by 52% to reach 315,000 million dollars.
Kantar and its owner, British public relations giant WPP, highlighted in a statement Tuesday that Amazon has increased the value of its brand through «smart acquisitions, excellent customer service and its ability to be solved at the front of its Outstanding competitors An ecosystem rich in products and services. »
Amazon.es is in third place, unseating the internet giant, in third place, with an estimated brand value of 309,000 million dollars.
Google is surpassed by another Silicon Valley mastodon, Apple, which holds its second place with 309,500 million dollars.
They like, in order, the Microsoft computer company, the Visa payment specialist, the Facebook social network and the Chinese e-commerce giant Alibaba.
Two Spanish companies appear in the classification: Zara textile, which occupies the 61st position – it has lost 19 positions compared to the previous edition – and the telecommunications operator Movistar (76th, 22 fewer positions).
The authors of the study point out that the ranking, which includes the 100 most valued world brands, is covered by the technology, finance and retail sectors.
Outside these sectors, the company that occupies the first place is the fast food giant McDonald’s, the ninth.
Among the newcomers to this top 100 are technology brands such as Dell Technologies and Chinese technology such as Xiaomi.
The study also highlights the rise of Asian brands, with 23 representatives in the ranking, 15 of them from China.