Humanization of technology drives $339 billion brand value growth in second BrandZ Top 75 Most Valuable Global Retail Brands Ranking

Must Read

REGIONAL ROAD: Lagos Govt Revokes Titles of Lekki Land Encroaching Right-of-Way

…Elegushi Royal House loses part of family land to road construction Sequel to the order by the Lagos State Governor,...

List of Guaranty Trust Bank Sort Codes & Branches (with addresses) in Nigeria

The sort code is a number that usually identifies both the bank and the branch where an account is...

List of Access Bank Sort Codes & Branches (with addresses) in Nigeria

The sort code is a number which usually identifies both the bank and the branch where an account is...
Humanization of technology drives 9 billion brand value growth in second BrandZ Top 75 Most Valuable Global Retail Brands RankingHumanization of technology drives 9 billion brand value growth in second BrandZ Top 75 Most Valuable Global Retail Brands Ranking
  • Amazon maintains the title of World’s Most Valuable Global Retail Brand increasing its brand value +91% to $315.5 billion
  • Alibaba, the Chinese online retailer and the largest non-US retailer in the world, grows its brand value +48% to $131.2 billion

Innovative use of technology such as artificial intelligence and data analytics has helped e-commerce deliver numerous human benefits, fuelling a 33% growth in brand value for the most powerful players in retail WPP and Kantar unveiled yesterday.

The second annual BrandZTM Top 75 Most Valuable Global Retail Brands ranking and report – looking at luxury, apparel, retail and fast-food outlets – revealed the world’s most valuable retail brands are worth $339 billion more this year than last, a total of US$1.4 trillion.

BrandZ is the only brand valuation ranking that combines analysis of retailers’ financial performance with the opinions of millions of consumers surveyed in more than 50 markets around the world.

The world’s most valuable retail brand, Amazon ($315.5 billion), accounts for nearly a quarter (23%) of the total brand value of the Top 75. Amazon is a major international influence on shopping and continually finds ways to improve the shopping experience for new and existing customers.

- Advertisement -

However, Amazon is not the only game in town. Chinese e-commerce giant Alibaba, the world’s largest online and mobile commerce business, arguably has more innovations than Amazon such as partnering with Starbucks (no.7) to have Starbucks in all Alibaba properties and disrupting its logistics model to better facilitate super-fast delivery. It’s brand value increased by +48% to $131.2 billion putting it ahead of McDonald’s (no.3).

David Roth, CEO of The Store WPP EMEA and Asia and Chairman of BrandZ, said: “We are entering the third era of digital retail as human rhythms meet algorithms enabling retailing to be much more digital but appear more human. This year’s rankings also signal the increasing importance of Chinese retailers in online and mobile commerce indicated by Alibaba’s rise to the number two position. It is at the cutting edge of where e-commerce, mobile and physical retail intersect with the consumer.”

Some online providers such as German fashion platform Zalando (no.62), a new entrant to the ranking, also made amazing growth strides as a result of an intent focus on service.

While e-commerce is a key success driver, providing a great customer experience in store is also an important part of the complex retail puzzle. Nike (no.5), and Nordstrom (no.63) are among a host of retail brands launching experiential stores designed to provide closeness to their brands and a more personalized interaction with an expert staff. Discount supermarket ALDI (no.19), is shifting its highly standardized store formats towards models, including catering to the ‘commuter on the go’, that offer greater flexibility for the customer and better fulfil their shopping trip mission.

- Advertisement -

Graham Staplehurst, Global Strategy Director for BrandZ at Kantar, said: “What the e-commerce players have capitalized on so successfully is the importance of the human touch to online retail. Access to unprecedented computing power and near limitless data as well as artificial intelligence and visual and voice technology interfaces gives retailers and brands the ability to absorb and process vast amounts of information but in a way that puts the shopping experience firmly back in the human domain.”

Humanization of technology drives 9 billion brand value growth in second BrandZ Top 75 Most Valuable Global Retail Brands Ranking

Key trends highlighted in this year’s BrandZ Retail ranking include:

McDonald’s continues to dominate fast-food – Despite slipping into third place in the retail ranking this year, having been overtaken by Alibaba, this global foodservice retailer is still the most valuable fast food brand in the world. It has successfully tapped into the growing demand for healthier food and packaging that’s better for the planet. Improving its delivery business, which includes a partnership Uber Eats, also helped the latter grow by +18% with a brand value of $130.4
billion.

Read Also:  5 actions for building valuable brands today
- Advertisement -

Athleisure trend gives Lululemon fastest riser boost while Nike retains top spot in Apparel – Innovative new fabrics and designs that double as sports and leisurewear have boosted Lululemon by +94%. It is now no.35 in the ranking with a brand value of $6.9 billion. Nike is the most valuable apparel brand (no.5 in the retail ranking) worth $47.4 billion while Adidas (no.20) also grew +13% to $13.4 billion.

Levi’s enters the ranking – The legendary denim brand enters the retail ranking ahead of its IPO this year. After years of women choosing yoga pants over denim, Levi’s refocused positioning with women in the last few years which have led to strong growth in new markets including Italy and China. Levi’s brand value is $2.4 billion and enters at no.74.

Read Also:  Ringier, Silvertree end JV; Silvertree gets DealDey

Democratisation of luxury fashion results in the second fastest growing category – Luxury brands are becoming more relatable and responsible. Over the past five years, the 10 most valuable have improved their perceived social and environmental responsibility and idealism while strengthening their online experience. New business models for resale or rental of luxury items are adding an interesting touch of competition to the sector for the traditional heritage luxury
brands. However, some of the main players have achieved substantial growth. Gucci (no. 11) for example has undergone a radical creative makeover, driven by a new Creative Director, boosting creativity and desire for the brand, particularly amongst Chinese millennials.

Brand equity is still important to retailers focusing on price – Amazon, IKEA (no.15) and ALDI (no.19) all continue to grow their brand values in 2019 with their low-price propositions through building a strong brand and offering a great experience. Other retail brands – such as Adidas, Hermès and Lowe’s justify their price premium with strong equity and continue to grow their brand value.

Consumer consciousness about the environmental cost of fast fashion impacts retailers – Zara (-10% to $22.6 billion) and H&M (-39% to $6.4 billion) was impacted by rising concern about the cost of producing, transporting and selling disposable products.

Specialist retail brands join the ranking – Among the nine new entrants to this year’s ranking were some remarkably highly differentiated and purposeful brands including outdoor sports brand The North Face (no.66) and Indian jeweller Tanishq (no.72).

Ian McGarrigle, Chairman of the World Retail Congress, said: “In today’s era of high-velocity retail, shoppers don’t care about channels, they care about connections, choice, convenience and speed of delivery. In a world where ‘good’ is no longer enough and being ‘average’ is punished hard, retailers are recognising that change it needed. The shopping experience is a key differentiator for brands and retailers whether they have a premium or low price-based offer. The BrandZ Retail ranking and report shine a light on the retailers that are excelling, offering consumers products that truly matter, and those that are at risk.”

- Advertisement -
Humanization of technology drives 9 billion brand value growth in second BrandZ Top 75 Most Valuable Global Retail Brands RankingHumanization of technology drives 9 billion brand value growth in second BrandZ Top 75 Most Valuable Global Retail Brands Ranking

Subscribe to BrandSpur Ng

Subscribe for latest updates. Signup to best of brands and business news, informed analysis and opinions among others that can propel you, your business or brand to greater heights.

1 COMMENT

  1. Humanization of technology drives $339 billion brand value growth in second BrandZ Top 75 Most Valuable Global Retail Brands Ranking Humanization of technology drives $339 billion brand value growth in second BrandZ Top 75 Most Valuable Global Retail Brands Ranking – Brandspurng | Naijajury

    […] Read More […]

LEAVE A REPLY

Please enter your comment!
Please enter your name here

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Humanization of technology drives 9 billion brand value growth in second BrandZ Top 75 Most Valuable Global Retail Brands RankingHumanization of technology drives 9 billion brand value growth in second BrandZ Top 75 Most Valuable Global Retail Brands Ranking

Latest News

3,000 Primary, Secondary School Teachers Recruited in the Last One Year – Lagos State Commissioner

The Honourable Commissioner for Education in Lagos State, Mrs. Folasade Adefisayo has disclosed that a total of 3,000 Primary...

REGIONAL ROAD: Lagos Govt Revokes Titles of Lekki Land Encroaching Right-of-Way

…Elegushi Royal House loses part of family land to road construction Sequel to the order by the Lagos State Governor, Mr. Babajide Sanwo-Olu, directing the...

UPDC Plc Lists 15.96Bn Additional Shares From Its Rights Issue on NSE

UACN Property Development Company Plc: Listing of Additional Shares (Rights Issue of 15,961,574,145 Ordinary Shares of 50 Kobo Each at N1.00 Per Share). Dealing Members...

LASG Has Significantly Reduced Destitute Persons on Lagos Streets – Dawodu

…Releases 1,983 Rehabilitated Persons For Re-Integration In One Year The Honourable Commissioner for Youth and Social Development, Mr. Olusegun Dawodu, on Tuesday, said Lagos has...

LASG Begins Health Insurance Scheme for Workforce

The Lagos State Government, in its commitment towards ensuring that all its workforce have access to good, quality and affordable healthcare, has commenced the...
- Advertisement -
BrandsPur Weekly Cartoons
- Advertisement -Humanization of technology drives 9 billion brand value growth in second BrandZ Top 75 Most Valuable Global Retail Brands RankingHumanization of technology drives 9 billion brand value growth in second BrandZ Top 75 Most Valuable Global Retail Brands Ranking