Five Retailers in “Most Valuable Brands” Top 10

Amazon (Seattle) has retaken top spot as the U.S.’s most valuable brand despite its brand value falling 15 percent this year to $299.3 billion, Brand Finance (Dallas) reports. Also finishing in the top 10 on the brand valuation consultancy’s annual rankings are these companies, who are either pure retailers or, like Amazon, have major operations in that market:

•  #2 Apple (Cupertino, Calif.) $297.5 billion
•  #5 Walmart (Bentonville, Ark.), $113.8 billion
•  #8 The Home Depot (Atlanta), $61.1 billion
•  #10 Starbucks (Seattle), $53.4 billion

The brand values assigned to the companies above are the net economic benefits that their owners would achieve by licensing the brand in the open market, Brand Finance says.

Amazon was previously the world’s most valuable brand on the roster from 2018 to 2020, before being displaced last year by Apple.

“Our research has found that Amazon’s brand value comes from its strong position in both B2C and B2B sectors of the economy, as it is a key global market leader in the massive markets of both online retail and online cloud computing services,” said Brand Finance Chairman and CEO David Haigh.

Click here for Brand Finance’s U.S. 500 2023 rankings.