The brand "Amazon” is worth 150 billion dollars: more than Google, more than Apple Lossless Audio CODEC (ALAC), and more than any other brand in the world. In just one year, Jeff Bezos' creature has outperformed the competition by increasing its value by 42%. Thanks to this surge, the e-commerce giant moves from third to first place in the ranking of the 500 major global brands drawn up by Brand Finance, an independent strategic consultancy and brand valuation agency. The two giants of Mountain View and Cupertino, who climb respectively to second and third position, are mocked in one fell swoop.
Just off the podium, the wooden medal goes to Samsung, while closing the top 5 is there Facebook. From sixth to tenth position there are, in order, At & T, Microsoft, Verizon, Walmart and the Bank of China ICBC.
Among the magnificent 500 – classified according to the value and strength of the brands – there are nine Italian brands. The highest ranked is that of Eni (in 144th position), followed by Tim (who has climbed more positions than the others, going from 238th to 178th place in one year). And then again Enel (180) Gucci (181) Ferrari (259) Generali (265) Poste Italiane (366) Intesa Sanpaolo (342) and Prada (472)
But what is meant by “brand equity”? The figure expresses the net economic benefit that the owner would obtain by licensing it to a third party. The "strength", on the other hand, corresponds to the share of turnover directly attributable to the attractiveness of the brand.
According to Brand Finance, the Amazon brand has mainly benefited from theacquisition of Whole Foods, valued at $13,7 billion, which has propelled the company “beyond the mere digital space”. Not only that: “Amazon, in addition to being already present in the music and video shipping and streaming sectors, according to some analysts, is preparing to acquire a banking institution in 2018 – reads the report – With the aim of Amazon to become the brand for all aspects (or almost) of daily life, it seems that no sector is safe”.
