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Facebook, Starbucks And Amazon Top BrandZ Ranking In 2016

Posted By The Marketing Institute, 15 June 2016

Amazon is this year’s biggest riser in BrandZ, showing a 59% increase in brand value. It also tops the retail category with a brand value of $99bn, coming ahead of Alibaba, which takes second place at $49bn. The Home Depot claims third place with a value of $36bn.

Amazon’s play in other sectors has earned it much acclaim over the past 12 months. The brand won its first Bafta in the international category for the Amazon Prime original series Transparent.

Starbucks is this year’s second fastest riser having grown 49%, which bumps up by eight places to rank 21st on the list.

Facebook has grown its brand value by 44% to $103bn, making it the third biggest riser this year. Founder Mark Zuckerberg revealed in March that 1.09 billion people across the globe now use Facebook every day. Facebook has 1.65 billion monthly active users worldwide, as well as 800 million active monthly users of its messaging app.

It is now ramping up its live video and virtual reality credentials having made an early move on VR with the purchase of Oculus VR in 2014 for $2bn (£1.4bn). Facebook also expanded its ad network to video and desktop last month and has been opening up Instagram to advertisers over the past year.

Download the full report here.

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