Amazon has topped a new league table of the 10 most successful big brands in the world.
Yorkshire-based digital marketing specialist, Fishtank Agency, developed a Brand Perception Index ranking the most valuable brands worldwide according to factors including press sentiment, search visibility, social following and the number of ‘excellent’ Trust Pilot reviews.
The new index found that the top 20 brands were:
- Amazon (valued at $149.25bn)
- Nike (valued at $42.54bn)
- Instagram (valued at $32.01bn)
- Disney (valued at $44.18bn)
- Mercedez Benz (valued at $50.87bn)
- Facebook (valued at $36.25bn)
- Google (valued at $196.81bn)
- Apple (valued at $408.25bn)
- Toyota (valued at $54.1bn)
- Mcdonalds (valued at $45.87bn)
- Coca-Cola
- Samsung
- BMW
- Louis Vuitton
- Tesla
- Intel
- Microsoft
- IBM
- SAP
- Cisco
Amazon has pipped Google, Facebook and Apple to the top of the index
Although listed as the second most valuable brand worldwide behind Apple, Amazon takes the crown for the most successful brand when it comes to brand perception.
Amazon ranks in the top three brands for metrics including positive press sentiment (28%), ‘excellent’ company reviews (31%) and search volume rankings (24.9m) - even with recent backlash surrounding a new multi-million headquarter and its air cargo project and the effect on air pollution. However, the brand wasn’t the most popular on social media, with a ranking of only 14 out of 20 in this area (36.8m).
Nike was named the second most successful brand according to Fishtank's Brand Perception Index, with a clear-cut brand identity as a sportswear brand.
Nike is a master in storytelling and with its founders being athletes, the brand can tell authentic stories that its target audience can relate to, resulting in a monthly search volume of over 1.8 million and a huge social following online (240m).
However, Nike wasn’t the brand with the most social followers. It was in fact, Instagram, which has over 560.7 million followers across Facebook, Twitter and Instagram.
Surprisingly, with the highest brand value in the top 10, Apple came in at only eight in the new index, with a lower social following (48.4m) and ‘excellent’ Trustpilot reviews (18%) than most brands. However, they did rank higher overall than competitor tech brands Samsung (12) and Microsoft (17).
Interestingly, even though Coca Cola is perhaps one of the most recognisable brands of all time, it didn't make it into the index and just missed out, ranking in 11th place.
Joe Savery, Head of Design at Fishtank, said: "Your logo is not your brand, your brand is the perception of who your company is and what you do. The brands that have made it into our top 10 have carefully built a deep connection internally and externally with their customers.
“In order to build a strong and successful brand, we recommend perfecting brand identity, values, and storytelling to build trust and loyalty. Consumers are smart and will spot if you aren’t fully invested in your values or have a real story to resonate with. A great example would be Disney. Disney stands for creating magical experiences for families, and they embody this belief perfectly in all areas, which is why they feature in the top ten successful brands.”