Amazon Moves Ahead Of Walmart In Brand Ranking Study

Among the world’s top 10 most valuable brands, Walmart has slipped behind Amazon, according to The Brand Finance Global 500 study. The annual study, conducted by consultancy Brand Finance placed Walmart in ninth position down from five a year ago with Amazon holding steady in the number eight spot.

The study determined that the world’s premier brand is Ferrari. The car maker scores highly on a wide variety of measures on Brand Finance’s Brand Strength Index, from desirability, loyalty and consumer sentiment to visual identity, online presence and employee satisfaction. Ferrari is one of only 11 brands, including Google, Hermès, Coca-Cola, Disney, Rolex and Red Bull, to earn an AAA+ brand rating.

Still, while the brand has strong consumer identification, Ferrari isn’t the most valuable brand in the world. Ferrari’s $4 billion brand value puts it 350th in label cash potential. Brand Finance chief executive David Haigh stated in announcing the study results, “Apple also has a powerful brand, rated AAA by Brand Finance. However what sets it apart is its ability to monetize that brand. For example, though tablets were in use before the iPad, it was the application of the Apple brand to the concept that captured the public imagination and allowed it to take off as a commercial reality.”

Brand Finance rates Apple’s brand value at $105 billion, more that $25 billion more than its nearest rival. Apple is the world’s most valuable brand for the third year consecutively, the consultancy pointed out.

In terms of brand value, Samsung rates just after Apple and is followed by Google, Microsoft, Verizon, General Electric, and AT&T. IBM came in at number 10.

Although it has slipped, Walmart, once the world’s most valuable brand, is the only nameplate remaining in the top 10 that does not have a strong tech association, Brand Finance noted. The usurpation of the world’s biggest retail brand by the biggest online retailer represents another advance tech labels over what Brand Finance characterized as ‘real-world’ businesses.