Totaling $3.81 Trillion in Value, the BrandZ Top 100 US Brands Are Worth More Than the GDP of Germany, the Fourth Largest Economy in the World

NEW YORK, Nov. 14, 2019 /PRNewswire/ -- The ability to offer consumers something they can't get anywhere else has enabled US brands to grow their value far ahead of brands in other markets, according to the third annual BrandZ Top 100 US Most Valuable Brands ranking, announced today by WPP and Kantar. The total value of the brands in the Top 100 has risen 5% in the last year to $3.81 trillion, growing at twice the rate of the US GDP.

Thriving in uncertain times: Altogether, 54 of the listed US Top 100 brands have climbed in value over the past two years, by an average of +39%. The brands in the ranking are consistently strong, with 88 brands that were in the Top 100 in 2018 still listed today. The brands which consumers see as the most 'meaningfully different' (defined as truly meeting consumers' needs in a way that makes their lives better) have grown their value 44% faster since 2018 than the least meaningfully different brands.

Amazon is the new no.1: Up 20% in brand value and leapfrogging Google (no.3, $303.22bn) and Apple (no.2, $303.38bn), Amazon is now worth more than a third of a trillion dollars ($334.65bn), the most of any brand in BrandZ history.

Fastest risers: Instagram (no.31, $28.88bn) grew 98% in brand value, followed by Pinterest (+45%), Salesforce (+40%), Chipotle (+33%), and Cisco (31%). Chipotle, the only non-tech brand in this group, rapidly returned to form through heavy innovation in food, delivery and digital ordering following the issues it experienced back in 2015. Successful innovations include Lifestyle Bowls that cater to specialized diets, in-store kiosks and a partnership with DoorDash.

The 2020 BrandZ Top 10 Most Valuable US Brands

Rank 2020	Brand	Category	Brand Value 2020 (USD mil.)	% Brand Value Change 2020 vs 2019	Rank 2019
1	Amazon	Retail	334,646	20%	3
2