Amazon beats Tesco to top worldwide retailer 2011

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Click to see top 100 Most Valuable Global Brands 2011
According to the 2011 Millward Brown Optimor BrandZ Top 100 Most Valuable Global Brands rankings Apple has overtaken Google as the most valuable brand in the world. Facebook enters the BrandZ Top 100 for the first time into 35th place with a 246% surge in brand value.

In the world of retail Amazon has held the number one spot moving up two places to number 14 overall. Tesco which previously held the number 17 spot and 2nd in retail has plummeted to number 31.

eBay has gained 15% but still dropped to 82nd from 76th. Although eBay grew in value, overall brand value rose 17 percent as all sectors gained and the economy shifted from recovery to growth hence their drop in the rankings.

The BrandZ ranking measures brand equity based on interviews with over two million consumers worldwide. It is the most comprehensive annual ranking of brand value, and focuses on consumer-facing brands, rather than corporate brands. These are the companies that the man in the street values, so I imagine that Amazon will be pretty pleased to be the top retailer in the world.

5 Responses

  1. Tesco appear to be 1 of only 3 brands that I recognise as being fundamentally British in origin. The other 2 being Vodafone and Barclays.

    Considering one of the top marketing companies in the world is British (WPP) I do have to wonder what Brand Britain is doing wrong?

  2. Considering smoking is now akin to having leprosy, Marlboro at No 8 is a bit of a surprise

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