Germany’s Mercedes is the most valuable brand in Europe according to Brand Finance Global 500 ranking to exceed US$200 billion value mark and retains title of world’s most valuable brand for third consecutive year. Mercedes speeds ahead as most valuable brand in Europe, narrowly missing out on entering global top 10. Twenty other German brands make ranking, including Volkswagen (25th, US$44.9 billion), BMW (30th, US$40.5 billion), Deutsche Telekom (31st, US$40.0 billion), and new entrant Munich Re (449th, US$4.7 billion).

But Lidl & Aldi are fastest-growing brands in Europe and among all retail brands in ranking, proving that e-commerce is no longer only route to success in sector. Worry of brand bubble bursting as tech brands face reality check – failure to meet expectations slashes Baidu’s and Uber’s brand values, but Tesla and Instagram race ahead as world’s fastest-growing brands. Defending its position as the world’s most valuable brand for the third consecutive year, Amazon has broken the so far unattainable US$200 billion brand value mark, according to the latest Brand Finance Global 500 report launched at the World Economic Forum in Davos today.
Following an 18% growth from US$187.9 billion last year, Amazon’s brand
value has now reached US$220.8 billion, over US$60 billion more than Google’s and US$80 billion more than Apple’s.