Welcome and thank you for your interest in this third annual WPP BrandZ™ Most Valuable Global Retail Brands study.
When we introduced the first BrandZ™ Most Valuable Global Retail Brands study in 2009, retail brands were struggling to navigate through the recession, unsure when the consumer appetite for spending would return and what shape it would take. Amazon ranked third with a valuation of $21.3 billion, about half of Walmart’s, which topped the chart.
This year, with a brand value of $37.6 billion, Amazon overtook Walmart for first place. That achievement reflects the extraordinary vision and performance of Amazon, of course. But it also crystallizes the transformative influence of digital on shopper habits and portends much more to come.
One thing is certain. All the assumptions of shopper marketing are in flux. Understanding the possibilities requires the kind of extensive global knowledge across the communications disciplines offered by WPP. We have offices in more than 100 countries and a retail practice across our operating companies that extends from insight to activation. It includes research, advertising, marketing, digital, communications planning and media, PR, shopper marketing and retail.
This study draws on our expertise. Millward Brown Optimor provided the valuations based on BrandZ™, the world’s largest and most comprehensive brand equity tool. Since its creation 13 years ago, over 2 million consumers and B2B customers across more than 30 countries have shared their opinions about thousands of brands. Kantar Retail interpreted key retail brand developments and provided insights into competitive advantages and challenges. New this year, several other WPP companies added commentary to further illuminate the impact of digital on the path to purchase and shopper marketing practices, including: FITCH, TNS, eCommera, I-Behavior and G2. The study contains insight that can strengthen your business.
I invite you to contact me directly with any questions or to learn more about how WPP can help you better understand and compete successfully in the ever-changing world of retailing.
WPPdroth@wpp.com Download the full report
Brand valuations by Millward Brown
Brand analysis by Kantar Retail
Commentary by WPP companies