Amazon makes history as the first brand to exceed US$200 billion value mark and retains title of world’s most valuable brand for the third consecutive year. The e-commerce giant is followed by Google and Apple consecutively.

On the other hand, Ferrari has been awarded the title of the world’s strongest brand for the second consecutive year by Brand Finance, the leading international independent brand valuation and strategy consultancy. With a Brand Strength Index (BSI) score of 94.1 out of 100, Ferrari tops the rankings of only 12 brands to be awarded the highest AAA+ rating.

Presented today during the World Economic Forum at Davos, the  Brand  Finance Global 500 2020 report1 calculates the value of the Ferrari brand at 9.1 billion USD with year on year growth of 9%, boosted by positive sales and overall brand strength.

Brand Finance determines brand value by estimating the net economic benefit to the brand owner of licensing the trademark on the open market. It measures brand strength on the basis of the efficacy of a brand’s performance on intangible measures compared to its competitors.

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Pat Mahlangu

Thokozani Pat Mahlangu is the editor of Pat on Brands and the founder and CEO of Lerato Agency. He is internationally certified digital marketing professional and an Mcom Business Management graduate from the University of Johannesburg.

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