Amazon retains its position as the most valuable brand with a 32% increase in its brand value

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 01, 2020, 10:17 AM UTC

WPP and Kantar compiled a list of most valuable brands in 2020 in the BrandZ report.

Despite the pandemic, Amazon has retained its position as the most valuable brand with a 32% increase in its brand value, reaching $415.9 billion in 2020. The ecommerce company’s increase in value accounts for more than one-third of the list’s total growth.

While Facebook ranked fifth in the list, its value dropped 7% from last year. Among new entrants in the list this year are TikTok (No.79, $16.9 billion), Lancome (No.98, $13.6 billion), and Pepsi (No.99, $13.3 billion).

Also, with the pandemic driving the demand for consumer-packaged goods, sales for the category increased 8.2% in March in the US. As a sector, retail saw a 21% increase in brand value with ecommerce investments from traditional retailers like Walmart.

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