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Top 10 global retail brands: Amazon number one

By Rod Addy+

27-May-2014
Last updated on 27-May-2014 at 14:33 GMT

Online retailer Amazon beat Wal-Mart to become number one global retail brand, according to data from Millward Brown Optimor, with Tesco in sixth place.

The 2014 BrandZ Top 100 Most Valuable Global Brands put Amazon in the top slot, with the firm growing brand sales by 41% in 2013 to $64.3bn (£38.2bn).

Wal-Mart finished second, with the value of its brand down 2% over the year to $35.3bn (£21bn). Listed separately, Wal-Mart’s UK brand Asda came in at number 20 in the global retail ranking, with brand value of $4.6bn (£2.73bn).

Tesco claimed sixth place

Tesco claimed sixth place, with a total brand value of $14.8bn (£8.79bn), down 9%. Aldi took eighth place, growing 8% in value to $9.6bn (£5.7bn) and Costco just behind in ninth place, up a staggering 39% in value to $9.5bn (£5.64bn).

“Tomorrow’s retailers have grasped the change in consumer attitudes to when and how they shop and are thinking about the overall value, whatever the channel, they provide to cash-crunched and time-poor shoppers,” commented Alison Casey, senior client director at Millward Brown.

“Many retailers are hampered by their large format stores designed for weekly grocery stock-ups rather than the ‘when I need it’ attitude of millennials. Focus on seamless customer experiences and share of life rather than share of wallet is more important than ever to retailers.”

 

Rank

Brand

Brand value 2014 ($M)

Change

Rank 2013

1

Amazon

64,255

+41%

1

2

Wal-Mart

35,325

-2%

2

3

Home Depot

22,165

+20%

3

4

IKEA

19,367

+61%

6

5

eBay

15,587

-12%

4

6

Tesco

14,842

-9%

5

7

Woolworths

11,953

+8%

8

8

Aldi

9,584

+8%

9

9

Costco

9,454

+39%

12

10

Target

9,438

-21%

7

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