Amazon Tops Global Brand Ranking Despite Drop in Value

According to a study by financial analysis website TradingPedia, Amazon has surpassed last year's leader, Apple, to become the largest brand in the world in 2023. Amazon's estimated brand value stands at $299.28 billion (€273.49 billion), despite a $51 billion drop over the past year. Apple slid to second place, losing 16% of its value and reaching $297.51 billion. Google secured the third spot, increasing its value by nearly $18 billion to $231.38 billion.

The United States dominates the global top 20 list, with Amazon, Apple, and Google leading the way. The U.S. comprises half of the companies listed in the top 20, with a combined worth of approximately $1.5 trillion. South Korean tech company Samsung is the largest non-U.S. company, ranking sixth with a value of $99.66 billion.

European representation in the top 20 is limited, with only two German companies cutting. Deutsche Telekom holds the 11th spot with a value of $62.93 billion, and Mercedes-Benz secures the 16th position at $58.8 billion.

TradingPedia's broader study reveals that out of 195 countries, only 30 have brands in the global top 500 list, with 14 being European. The U.S. and China are clear leaders, accounting for 202 and 79 of the top 500 brands, respectively. Germany follows with seven brands in the top 100, while Japan has six, South Korea four, and the U.K. three.

When considering industries, banking dominates the number of brands, constituting around 14.2% of all brands in the top 500. However, regarding overall value, technology and retail take the lead, representing around 13.4% and 13.2% of the total value of the top 500 companies, respectively.

While larger economies frequently have an advantage in creating well-known brands, companies like Finland's Nokia phones and Mexico's Corona beer are two examples of how brands can come from all over the world.