Facebook, Starbucks and Amazon are the fastest risers in this year’s BrandZ ranking

Facebook and Amazon, which both enter the global top 10 for the first time, are two of the fastest risers in this year’s BrandZ ranking of the most valuable brands in the world. Both have moved up seven spots to claim 5th and 7th places, respectively.


Amazon is this year’s biggest riser with a 59% increase in brand value. It also tops the retail category with a brand value of $99bn, coming ahead of Alibaba, which takes second place at $49bn, while The Home Depot claims third place place with a value of $36bn.

Despite topping the retail category, Amazon’s play in other sectors has earned it much acclaim over the past 12 months. The brand won its first Bafta in the international category for the Amazon Prime original series Transparent, beating an entry for Narcos by Netflix and other popular shows on traditional TV channels.

It signals the brand’s ambition to simplify other consumer sectors, such as fashion, grocery and entertainment, in the same way it has done for retail. It has grown through acquisition and product development for Prime and its media player Amazon Firestick.

Jane Bloomfield, head of sales and marketing at Millward Brown, says: “[Amazon has been on] a staggering journey for a brand that started with a very simple truth of, how do I make shopping easier? If I was some of these other brands I’d be thinking, ‘please don’t look at me and come up with an idea in my category’.”

Amazon joins this year’s highest ranked brand Google in the the top 10 for the first time.

READ MORE: Google knocks Apple off the top spot to become the word’s most valuable brand

Facebook’s growth slows

Facebook is the third biggest riser in this year’s ranking having grown its brand value by 44% to $103bn. The social network had the fastest rate of brand value growth in 2015 when it increased by 99%.

It’s no surprise as founder Mark Zuckerberg announced in March this year that 1.09 billion people across the globe now use Facebook every day. Indeed, one in seven people use the platform to connect with their friends and family.

“When we talk about our financials, we use average numbers, but this is different. This was the first time we reached this milestone,” he said in a post from August 2015 when the social network first surpassed the one billion daily user mark.

Facebook has 1.65 billion monthly active users worldwide, as well as 800 million active monthly users of its messaging app. It is now ramping up its live video and virtual reality credentials having made an early move on VR with the purchase of Oculus VR in 2014 for $2bn (£1.4bn).

It recently broke the record for the most viewed Facebook Live video after Candace Payne, a mum from Texas, racked up 144 million views for a post which sees her laughing uncontrollably while wearing a Chewbacca mask.

Facebook also expanded its ad network to video and desktop last month and has been opening up Instagram to advertisers over the past year.

Brands that make consumers’ lives easier win big, according Bloomfield. She adds: “When you look at the top 10 ranking these brands are making lives easier for consumers every day. They think about what the consumer needs and wants and how they can make it simple to achieve it for them.”

Starbucks is this year’s second fastest riser having grown 49%, which bumps in up eight places to rank 21st.

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