The top 100 most valuable global brands has been revealed by BrandZ 2019, with technology, retail, payments, food and telecom companies ranking in the top 10.

Amazon

took the top spot with a value of $315.5 billion and 52% growth, while last year’s winner Google dropped to third position after a value increase of just 2%. Apple retained its second place position.

Technology dominated the top ten; alongside Google and Apple, Microsoft (fourth), Facebook (sixth), and Tencent (eighth) also took positions.

Other brands that operate in B2B that were included in the top 10 were payments company Visa which took fifth position, retail platform Alibaba which took seventh place, and Telecoms provider AT&T which managed to squeeze in at number 10.

Graham Staplehurst, global strategy director at BrandZ, Kantar, said: “While the BrandZ Top 100 haven’t grown as fast as they did in 2018 – an exceptional year – their value is still increasing at twice the rate of the global economy. These brands are responding best to a volatile world in which they must continually anticipate, and re-set, evolving consumer needs and expectations.”

Jane Bloomfield, MD of business development, insights division UK at Kantar agreed, saying the current climate of the UK has been increasingly referred to as volatile, uncertain, complex and ambiguous. “This requires brands to be adaptable, and to focus even more on their customers and the experience they deliver to stay relevant,” said Bloomfield.