Amazon, the most valuable retail brand

El Corte Inglés (31st position) and Mercadona (38th position) are the only two Spanish retail brands that are still present in the Brand Finance Retail 100 2021 ranking.

Brand Finance has published the, a ranking of the most valuable brands in this sector led by Amazon, with a value of 216.4 billion euros, 8.5% higher than 2020. According to the consultancy, the brands in the distribution sector that have invested in developing their online business have seen their financial results improve and the value of your brands during the pandemic.

This year, e-commerce brands have managed to increase their brand value by 38% on average. while department stores have lost up to 11% on average in their brand value.

The technology sector given the demand for computers, keyboards, printers, as well as work furniture and small appliances cooking have also been favored in recent months. Given the increase in demand for content, the newspapers He took the opportunity to give payment information and to value the profession. Also noteworthy is the consumption of toys or devices for exercising at home, the demand for disinfectant gels or bleaches and the rise of online platforms.

The English Court (position 31) and Mercadona (38th place) are the only two Spanish retail brands that continue to be present in the Brand Finance Retail 100 2021 ranking. El Corte Inglés increases its brand value by 11.7%, but its brand strength falls 4.7 points to 70.7 points. Brand Finance highlights that the company has redesigned its distribution network in Spain and has converted 90 of its stores throughout Spain into online logistics centers. Additionally, you are looking to accelerate your online sales and promote in-store pickup through services like Click & Collect and Click & Car.

The business diversification El Corte Inglés has also diversified risk despite having business lines highly impacted by the pandemic, such as the travel agency. Its large scale enables it to profitably sell financial products to clients, including consumer loans to finance their purchases, sold through a 49% -owned joint venture with Banco Santander. His insurance business, although small, is highly profitable.

For its part, Mercadona its brand value decreases 0.6%, although it rises 4 places in the ranking. Although its Brand Strength Index is high, it drops 1.8 points to 80.6 points.

During the pandemic, the company doubled its donations from food to social projects compared to 2019, giving away 17,000 tons of products to soup kitchens, food banks and other charities in Spain and Portugal. In addition, it made donations to the field hospital established at the Ifema Fair in Madrid.

The distribution sector is one of those that has grown the most in brand value. According to data managed by Brand Finance, brands in the pharmaceuticals sectors grew by 36%, home products by 34%, spirits by 21%, technology by 18%, distribution by 18% and engineering and construction 9%.

El Corte Inglés and Mercadona were the brands in the distribution sector with best reputation in Spain (the first in terms of general distribution and the second in the supermarket segment) and the actions of these actions have favored the perception of both brands.

Mercadona leads the Familiarity ranking, followed by Carrefour, Decathlon, Lidl and IKEA. El Corte Inglés appears in position 7, DIA in 9, Alcampo in 11 and Eroski in 13.

Regarding the textile retail sector, Brand Finance highlights the presence of Zara among the 500 most valuable brands in the world (Brand Finance Global 500 2021). The fashion segment has been forced to close many of its physical stores during the pandemic and has consequently boosted online and blended channels. Against this trend appears Primark, which grows in Spain despite lacking a digital marketing channel.

Amazon, the most valuable retail brand

Amazon retains the title of the world’s most valuable retail brand. «The giant is one of the few brands that has known keep up with the pandemic and the unprecedented increase in demand that had to be met with the same standards as always, fueled by the closure of shops, the prohibition and the subsequent fear of going out and the need to mitigate the boredom produced by the confinement “, says Teresa de Lemus, Managing Director of Brand Finance Spain.

According to the consultancy, during the second and third quarters of 2020 e-commerce platforms experienced the highest revenue growth since 2016. Amazon recently acquired 11 airliners from struggling American airlines to expand its air logistics capabilities, a tactical purchase to support its rapidly growing customer base, but also a strategic move to cover the chain end-to-end. of supply. Amazon will also be favored with the announcement of Jeff Bezos, who will cease to be CEO of the company, and after the controversies.

Amazon also retains the title of the World’s Strongest Retail Brand with a brand strength index (BSI) of 89.9 out of 100 and a brand strength rating of AAA +.

The growth of e-commerce brands

The brand that grows the most in the ranking is Alibaba.com, which has also benefited from the unprecedented increase in demand. Its brand value has soared 96.2% to € 33.3 billion. Its BSI score has grown 11.3 points to 88.5 out of 100, making it the second strongest retail brand in the world. Alibaba Group’s affiliates, Taobao and Tmall, increased 36% and 51.3%, respectively.

The brand equity of JD.com it has increased by 75.5% to 20,000 million euros. Rakuten, one of the main sponsors of FC Barcelona together with Nike and Beko, there has also been a great increase in the value of the brand (40.1%) to 6.6 billion euros. Zalando It is the newest member of the ranking (position 39) due to the 40.3% increase in the value of its brand, reaching 4,000 million euros.

Traditional retailers

According to Brand Finance, many traditional retailers have also done well during lockdown. Walmart It has experienced a 13.3% increase in the value of its brand to 79.3 billion euros and has maintained its position in second place.

Target increases 23% to 17,600 million; General Dollar 21% to 8,100 million, Costco 21% to 24,500 million in the United States, E.Leclerc 19% to 7,000 million and El Corte Inglés 11.7% to 4,000 million in Europe.

TJ Maxx eIt is the retail brand that has decreased the most, with a 35.6% drop in value, now standing at 5,500 million euros. Foot Locker Y Ross Dress for Less they are the brands that follow TJ Maxx, falling 34.1% and 33.4%, respectively.

6% increase in supermarkets

The supermarkets They are the second most valuable subsector, behind electronic commerce. There are 37 supermarket brands listed in the Brand Finance Retail 100 2021 ranking, with an accumulated brand value of 152.6 billion euros. This year, supermarkets have increased their brand value by 6% on average.
The two highest ranked supermarkets are the Germans Aldi y Lidl, which recorded an 8% increase in brand value and a 9% decrease in brand value, respectively.

The additions to the 2021 ranking

The Polish discount retailer, Ladybug, is ranked 79th with a brand value of 1.7 billion euros. Free market de Argentina enters the ranking at position 68 with a brand value of 2.3 billion euros. Finally, the Finnish Kesko it ranks 95th with a brand value of € 1.2 billion.

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