Four years ago, Amazon toppled the top dog Walmart from the throne of the most valuable retail brands. The replacement of the supermarket giant at that time manifested the fundamental change in the retail industry and led to an even greater digitalization of business processes. At the same time, Amazon, Alibaba and eBay - which alone account for 40 percent of the total value of the 25 most valuable retail brands - have become flagships of the entire industry. Today, Amazon is the most valuable retail brand in the world with a brand value of almost 100 billion US dollars (USD). This is a key finding of Kantar Millward Brown's brand value ranking for the retail industry. The international market research and consulting company has now published the ranking based on the BrandZ Top 100 brand value study published in summer 2016. The study uses a unique combination of key financial figures and data from surveys of over three million consumers to calculate the value of the world's most valuable brands. The study was commissioned by the media group WPP, with frontrunner Amazon recording brand growth of USD 59% and a brand value of USD 99 billion in 2016, followed by Alibaba with a brand value of USD 49.3 billion (-26%). In third place is The Home Depot - the brand is one of the winners and is valued at USD 36.4 billion (+32%). The German companies Aldi and Lidl are also among the top 25. Aldi impresses with a brand value of USD 12.1 billion and is in eighth place with a growth rate of 4%. Lidl is in 19th place with USD 6.8 billion and 14% growth.Amazon wants to grow and win over new markets and product categories. The company's size and strong reputation among customers help it to constantly tap into new segments, such as fresh produce. The company is now also changing the entertainment and IT sectors with its music streaming services and Amazon Studios. Whether business services, food retail, electronics, FMCGs or the Internet of Things, Amazon is omnipresent. In future, the retail giant will further increase its presence in private households through order-by-voice systems such as Amazon Echo or Dash Buttons.Alibaba is the only company in this ranking that does not sell itself but provides a sales platform for others. The company focuses on the entire customer experience and offers B2B as well as B2C and C2C services with its portals Alibaba.com, Tmall.com and Taobao Marketplace. In addition, Alibaba provides its users with Ali-Pay, its own digital and fee-free payment system.The Home DepotThe Home Depot, the world's largest DIY store, is increasingly investing in digital technologies to reach young consumers. Compared to other DIY stores, The Home Depot has rethought the concept of showrooms as part of an omni-channel strategy. For example, apps enable customers to virtually furnish their own four walls. This attracts young consumers in particular, who should ideally remain loyal to the DIY store throughout various phases of their lives and homes.Aldi is pursuing a very successful growth strategy in Germany and in many European markets. Over the past five years, the Group has recorded double-digit growth rates in the UK and aims to double its current 500 stores there. This success is due in part to the departure from Aldi's usual one-size-fits-all concept - the store tailors its range to the individual needs of local consumers. Aldi continues to open large stores in order to offer a wide range of products and attract customers with a large fresh produce department. However, the discounter is also pursuing an urban concept and opening smaller, urban stores that are tailored to local needs, for example with to-go goods.Lidl is the second German company in the top 25 of the world's most valuable retail brands. Thanks to its aggressive low-price strategy, the supermarket chain is already represented in 27 markets. Of all supermarkets, the discounter invests the most in advertising in relation to its size and, like Aldi, focuses on local goods and needs. In addition to weekly specials, Lidl also impresses with its use of social media and engages directly with its consumers. Lidl also wants to improve the shopper experience in future with its "Store of the Future" concept and expand its product range."The influence of new technologies is strongly felt in all sectors and their effects are far-reaching. In retail in particular, it is important to develop a strategy that links online and offline channels. In addition, communication should be tailored to the individual channels and be consistent across channels - the top retailers are already taking this into account." According to Dr. Bernd Büchner, Managing Director of Kantar Millward Brown in Germany, Austria and Switzerland, the total value of the twenty-five most valuable retail brands in the world has increased by 7% to a total of USD 402.142 billion compared to the previous year.
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Four years ago, Amazon toppled the top dog Walmart from the throne of the most valuable retail brands. The replacement of the supermarket giant at that time manifested the fundamental change in the retail industry and led to an even greater digitalization of business processes. At the same time, Amazon, Alibaba and eBay - which alone account for 40 percent of the total value of the 25 most valuable retail brands - have become flagships of the entire industry. Today, Amazon is the most valuable retail brand in the world with a brand value of almost 100 billion US dollars (USD). This is a key finding of Kantar Millward Brown's brand value ranking for the retail industry. The international market research and consulting company has now published the ranking based on the BrandZ Top 100 brand value study published in summer 2016. The study uses a unique combination of key financial figures and data from surveys of over three million consumers to calculate the value of the world's most valuable brands. The study was commissioned by the media group WPP, with frontrunner Amazon recording brand growth of USD 59% and a brand value of USD 99 billion in 2016, followed by Alibaba with a brand value of USD 49.3 billion (-26%). In third place is The Home Depot - the brand is one of the winners and is valued at USD 36.4 billion (+32%). The German companies Aldi and Lidl are also among the top 25. Aldi impresses with a brand value of USD 12.1 billion and is in eighth place with a growth rate of 4%. Lidl is in 19th place with USD 6.8 billion and 14% growth.Amazon wants to grow and win over new markets and product categories. The company's size and strong reputation among customers help it to constantly tap into new segments, such as fresh produce. The company is now also changing the entertainment and IT sectors with its music streaming services and Amazon Studios. Whether business services, food retail, electronics, FMCGs or the Internet of Things, Amazon is omnipresent. In future, the retail giant will further increase its presence in private households through order-by-voice systems such as Amazon Echo or Dash Buttons.Alibaba is the only company in this ranking that does not sell itself but provides a sales platform for others. The company focuses on the entire customer experience and offers B2B as well as B2C and C2C services with its portals Alibaba.com, Tmall.com and Taobao Marketplace. In addition, Alibaba provides its users with Ali-Pay, its own digital and fee-free payment system.The Home DepotThe Home Depot, the world's largest DIY store, is increasingly investing in digital technologies to reach young consumers. Compared to other DIY stores, The Home Depot has rethought the concept of showrooms as part of an omni-channel strategy. For example, apps enable customers to virtually furnish their own four walls. This attracts young consumers in particular, who should ideally remain loyal to the DIY store throughout various phases of their lives and homes.Aldi is pursuing a very successful growth strategy in Germany and in many European markets. Over the past five years, the Group has recorded double-digit growth rates in the UK and aims to double its current 500 stores there. This success is due in part to the departure from Aldi's usual one-size-fits-all concept - the store tailors its range to the individual needs of local consumers. Aldi continues to open large stores in order to offer a wide range of products and attract customers with a large fresh produce department. However, the discounter is also pursuing an urban concept and opening smaller, urban stores that are tailored to local needs, for example with to-go goods.Lidl is the second German company in the top 25 of the world's most valuable retail brands. Thanks to its aggressive low-price strategy, the supermarket chain is already represented in 27 markets. Of all supermarkets, the discounter invests the most in advertising in relation to its size and, like Aldi, focuses on local goods and needs. In addition to weekly specials, Lidl also impresses with its use of social media and engages directly with its consumers. Lidl also wants to improve the shopper experience in future with its "Store of the Future" concept and expand its product range."The influence of new technologies is strongly felt in all sectors and their effects are far-reaching. In retail in particular, it is important to develop a strategy that links online and offline channels. In addition, communication should be tailored to the individual channels and be consistent across channels - the top retailers are already taking this into account." According to Dr. Bernd Büchner, Managing Director of Kantar Millward Brown in Germany, Austria and Switzerland, the total value of the twenty-five most valuable retail brands in the world has increased by 7% to a total of USD 402.142 billion compared to the previous year.
