Brand Finance, the independent international brand valuation and strategy consulting firm, has revealed the most valuable brands in the United States in 2023, where Amazon regained its leadership, displacing Apple.
Amazon has once again taken the top spot as the most valuable brand in the US despite the fact that its brand value fell 15% this year, from $350.3 billion to $299.3 billion US. Amazon was previously the world’s most valuable brand from 2018 to 2020.
“Amazon’s brand has fallen by more than $50 billion US dollars this yearsubstantially relative to its decline in brand strength, with its brand rating falling from AAA+ to AAA as consumers evaluate it more harshly in the post-pandemic world.
Despite its drop in value this year, the Amazon brand is still up 36% in value since the start of the Covid-19 pandemic.
“Our research has found that Amazon’s brand value comes from its strong position in both the B2C and B2B sectors of the economy, as it is a key global market leader in the mass markets of both online retail and online cloud computing servicessaid David Haigh, president and CEO of Brand Finance.
In second place in the ranking is Apple, as its brand value is down 16%, from $355.1 billion to $297.5 billion USto now be slightly below Amazon’s brand value.
In third place was Google, owned by Alphabet Inc. Brand value increased 7% to US$281.4 billion.
Top ten most valuable brands in the US, according to Brand Finance:
To consult the complete list “Brand Finance US 500, 2023”, go here.
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