Amazon looms as Australian businesses fall behind, warns Interbrand’s global survey

Apple, Google and Microsoft were named as the three most valuable brands in Interbrand’s 2017 Best Global Brands ranking, with no Australian brands registering in the top 100 list.

Warning Australian businesses are vulnerable, Interbrand flagged Amazon as one of the fastest-growing brands, while technology companies and brands were again the survey’s most dominant sector.

Interbrand Australia CEO Nathan Birch

“If you’re a brand in Australia not thinking about your brand’s reaction to Amazon, and brand growth, then now is the time to start,” Interbrand Australia CEO Nathan Birch said in a media statement.

“When we look at disruptors in many sectors, Amazon’s name comes up again and again – in retail, banking, telco, media, SMBs and of course logistics.

“For the second year in a row Amazon have achieved double digit growth. Brands in Australia have to understand that the tsunami that is Amazon is going to wash over the shore of Australia very soon – and with much the same effect on many sectors.”

Apple and Google have held Interbrand’s top positions for the past five years. This year the survey estimated Apple’s brand value had grown 3% to just over USD $185bn, while Google rose 6% to USD $142bn.

More than half of the Best Global Brands came from four sectors: automotive (16), technology (15), financial services (12), and fast-moving consumer goods (9). Retail is the top growing sector in percentage terms at 19%.

The five top growing brands in the Omnicom-owned agency’s list included Facebook with 48% growth, which led for the second year running, followed by Amazon at 29%, Adobe at 19%, Adidas at 17% and Starbucks at 16%.

“Brands are the synergy between people, technology, and business. In this changing world, businesses need brands more than ever, they bring business strategies to life and are the primary means for differentiation and growth,” concluded Interbrand’s Birch.


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