Top-10 most expensive retail-brands of the world in 2018 (infographics)

The Consulting Company Brand Finance ranked the 500 most expensive brands in the world. The first hundred included 10 brands of retail, e-commerce and restaurant retail sphere.

As a year earlier, the American Internet-giant Amazon, according to experts, has become the most expensive brand in the world – it was valued at almost $188 million. During the year, Jeff Bezos brainchild grew in price by a quarter. Not 2017, when Amazon went up by 42%, but still more than a decent figure.

The top-5 most expensive brands in the world compared to last year’s list have not changed much. The list included, in addition to the largest marketplace, leading technology companies: Apple ($152.6 million), Google ($142.8 million), Microsoft ($119.6 million) and Samsung ($91.3 million). Only the Korean conglomerate lost in value – the other brands only became more expensive.

However, it should be worth considering that Brand Finance experts somewhat changed the methodology for counting brands, being more attentive to corporations that combine several brands at once. Now each of it is evaluated separately and independently from the parent company. It is for this reason that two e-commerce giants from China have disappeared from the top-100: Alibaba and JD.com. Since, all the trademarks included in the corporations ’orbit are evaluated separately, according to the current counting method; the parent brands have dropped out of the rating.

With regard to the first hundred retail-brands, FMCG chains, Walmart ($67 million) and Costco ($17.1 million), home goods stores’ chains: American Home Depot ($47.1 million) and Lowe’s ($23.9 million), as well as Swedish IKEA ($21.5 million) were included in the top-10. The first hundred of the ranking also included the restaurant retail two representatives – American chains Starbucks ($39.3 million) and McDonald’s ($31.5 million). The fashion segment only representative is the Spanish Zara ($18.4 million). Another Chinese e-commerce industry representative – Tmall (the Alibaba Group part), whose value was estimated at $36.4 million – also included in the hundreds of the most expensive brands in the world, besides Amazon.

Among the top-10 global brands in value terms, it is worth noting Lowe’s sharp progress – almost 50%. Costco brands also increased significantly in price – by 40.5% and Home Depot – by 39.4%. However, the rest also shows a double-digit increase in brand value.

Outside the first hundred of Brand Finance Global 500 ranked other well-known retail-brands: H&M, Walgreens, Alibaba, KFC, JD.com, Tesco, Aldi, 7-Eleven, Carrefour, eBay and others.

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