DAVOS — Amazon is the most valuable brand in the world for the third year running, and the first company to exceed $200 billion in brand value, according to the annual Brand Finance Global 500 report.

The report, which ranks the brand value of 500 companies across all sectors according to a range of factors, was launched with Tata Consultancy Services at the World Economic Forum this week.

Brand Finance CEO David Haigh (pictured) said: “The brand that boasts the highest brand value ever, Amazon continues to impress across imperishable consumer truths: value, convenience and choice. Today, Amazon’s situation seems more than comfortable, but what will the roaring twenties hold in store?”

Interestingly, despite the disruptive dominance of Amazon on the retail ecosystem, supermarkets Lidl and Aldi were the fastest-growing brands in the sector, showing, according to the report, that e-commerce is not the only route to success.

Google was ranked as the second most valuable brand in the world, up from third place last year, in a reversal of positions with Apple. The other top 10 most valuable brands this year are Microsoft, Samsung, ICBC, Facebook, Walmart, Pingan and Huawei.

A string of crises have left Uber in trouble, with its brand value down by a third this year. Tesla, however, raced ahead as the world’s fastest growing brand, followed by Instagram. Telecoms faired less well, with four out of five brands in the sector losing brand value, with AT&T dropping the most, down by 32%.

Ferrari was named as the strongest brand in the world for the second year running, based on a scorecard of metrics evaluating intangible assets, marketing investment, stakeholder equity, and business performance. The luxury car manufacturer was one of only 12 brands to be given an elite AAA+ brand strength rating, ahead of the likes of WeChat, Coca-Cola, Lego, Tencent, Paypal and Disney.

Following the largest IPO in history, Saudi Aramco is the most valuable new entrant to the 2020 ranking, claiming 24th place globally and topping the list of B2B brands in the Middle East and Africa.

In Europe, German brands outperformed others, with Mercedes-Benz the most valuable B2C brand. The luxury sector also performed well, with growth in brand value from Louis Vuitton, Gucci and Chanel.

The report also ranks the best “brand guardians” in the world, with Lockheed Martin CEO Marilyn Hewson topping the table of business leaders. Hewson – one of only four women in the top 100 – is followed by LVMH chief executive Bernard Arnault and Dell’s Michael Dell.

The top 10 also includes Apple’s Tim Cook, Reed Hastings at Netflix, Satya Nadella at Microsoft, Akio Toyoda at Toyota, Arne Sorenson at Marriot, Tencent’s Ma Huteng and Christopher Nassett at Hilton.

Haigh said: “Great brands need great leaders. They set and direct brand purpose and balance short and long-term financial returns. Their role is to gauge the mood of external stakeholders and ensure that all internal stakeholders behave in a way that is consistent with organising purpose and profit.”