Customer Experience Emerges as Critical Factor, Along with Innovation, Boosting Brands in the 2019 BrandZ Top 100 Most Valuable US Brands Ranking - Seite 2

Uber, the most valuable newcomer to the ranking (in at no.35, $21.1 billion), provides the best brand experience, according to US consumers, scoring above Amazon and Apple. It was also one of the most innovative brands in the ranking, ahead of Amazon and Tesla.

"Innovative companies such as Netflix and Uber are disrupting markets and creating new ones, while larger brands like Apple continue to shake things up with data, digital and marketing technology investments to maintain leadership in the new era of consumer experience. This year's ranking shows that while US brands are amongst the most innovative in the world, innovation alone is no longer enough for brands to grow," said Tim Wragg, CEO Kantar North America Insights Division.

Beth Ann Kaminkow, CEO of Kantar Consulting Brand & Marketing Americas continued: "Customer experience is now the greatest amplifier of value growth. However, US brands are lagging other countries in delivering on consumers' expectations and letting them experience their innovation. They will need to focus on improving consumers' experience of their brand in 2019 by breaking down internal silos and uniting marketing and sales to design holistically across all channels and touchpoints, for experience and commerce."

The 2019 BrandZ Top 10 Most Valuable US Brands 

   
                                                     Brand Value   Percentage BV
     2019 Rank      Brand           Category          (US$ bn)        Change     2018 Rank
         1       Apple        Technology               $316.1          +13%          2
         2       Google       Technology               $313.3           +9%          1
         3       Amazon       Retail                   $279.3          +69%          3
         4       Microsoft    Technology               $215.5          +39%          4
         5       Visa         Payments                 $163.9          +35%          6
         6       Facebook     Technology               $161.1           +7%          5
         7       McDonald's   Fast food                $124.9          +13%          8
         8       AT&T         Telecom providers        $106.4           -7%          7
         9       IBM          Technology                $95.3           -7%          9
         10      Mastercard   Payments                  $91.9          +66%         15