Amazon Inc. ranks No. 3 and Microsoft Corp. No. 4 on a list of the world’s most valuable brands.
Brand consultancy Interbrand has been ranking the world’s top 100 brands for 20 years based on their financial value. Amazon rose 24% from last year to more than $125 billion, making it the world’s second-fastest-growing brand, behind only Mastercard. Microsoft rose 17% to almost $109 billion.
The only other Seattle-area brand on the list was Starbucks Corp., which ranked No. 48. The Starbucks brand is worth $11.8 billion, up 23% from 2018.
Apple Inc. finished No. 1, at $234 billion. Google Inc. was second at $167.7 billion. Apple, Google and Amazon maintained their stronghold on the top three spots.
Interbrand analyzed financial performance, the role the brand plays in purchase decisions, the brand’s competitive strength and its ability to create loyalty.
Only 31 brands from the first report in 2000 remain on the list, including Nike Inc., Disney Corp. and Gucci. Coca-Cola Corp. and Microsoft are the only brands that have remained in the top 10 for 20 years.
