Ten years of data shows how top retail brands have been upended by digital and discounters

With digital-focused retailers such as Alibaba and Amazon the highest placed retail brands on this year’s top 100 Brand Z list, the long-term decline of more traditional retailers such as Tesco and Asda is telling.

Traditional retail brands are losing relevance if Brand Z is anything to go by. In 2006, the annual ranking of brand value featured traditional supermarkets such as Tesco (30th), Carrefour (50th), Target (77th), Auchan (84th) and Asda (96th) in the top 100.

However, fast forward a decade and none of the above feature at all, having been replaced by a mixture of online and discount-heavy brands. Subsequently, physical store-orientated retailers are struggling to make the list.

Although Tesco’s fall out of the top 100 and Aldi’s rise to 92nd place in 2015 is hardly surprising given the former’s high-profile financial decline and the latter’s meteoric rise among the middle classes in the UK market, the brand strengthening among digital retail brands has been even more aggressive.

With online shopping on the rise, Chinese ecommerce brand Alibaba, a new entry to the top 100 in 2015, shot straight to 13th while Amazon is placed in 14th position having grown substantially from 78th in 2006.

Despite the rise of digital brands, traditional US retailers such as Walmart (26th in 2015) and The Home Depot (31st in 2015) have retained their place in the top 40 over the last decade. However, both brands’ decisions to focus on quickly digitalising their operations and to add online features has been integral to their success.

Rounding off this year’s nine global retail brands – there were eight in 2006 – are eBay at 73rd and Ikea at 64th.

Surprisingly, online marketplace eBay has seen a noted decline in its brand position (in 2006 it was ranked 38th), although this could be attributed to the rise in online retailers such as Amazon adding successful third party seller platforms, which have created direct competition for eBay.

Furthermore, there’s evidence of consumers ditching the traditional retail model of grocery and general merchandise shops altogether, with US wholesaler Costco debuting on the 2015 Brand Z list at 97th.

BrandZ

Click here for more BrandZ analysis

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here