【英文】全球科技企业品牌价值100强报告（18页）

Retail brands contribute 19% of the total brand value in the  ranking, largely as a result of the sheer dominance and size  of the world’s most valuable brand Amazon. Bucking the  trend of traditional bricks and mortar retail, e-commerce  brands have the opportunity to thrive in the current climate  as demand reaches record highs. Retail is, therefore, the  only subsector in the ranking, that could potentially see an  increase in brand value as a result of COVID-19, up to 20%.  Breaking the so far unattainable US$200 billion brand value  mark, following 18% growth, Amazon remains a cut above  the rest. While most brands are experiencing or expecting  a slump in revenue during the pandemic, Amazon is set  for continued growth. As with fellow e-commerce brands,  Amazon has been benefitting from the unprecedented  surge in demand as consumers turn online following store  closures. With over 100,000 workers hired and more in the  pipeline, the brand is fighting to meet this demand.

This  spike has not come without its challenges, as Amazon’s  logistics and supply chain network are being stretched to  uncharted levels and the brand’s illustrious next day delivery  service is being tested, with fulfilment and third-party  vendors extending their lead times considerably. First time  users of the platform may not be experiencing the worldleading level of speed that the brand prides itself on, which  could jeopardize its long-term reputation.  Japan’s Rakuten is the fastest growing brand in the  ranking, recording an impressive 66% brand value growth  to US$5.2 billion. The Tokyo-headquartered brand has  celebrated strong growth in its domestic e-commerce  services and has its sights set on building upon and  winning new customers with the aim of cross-use of  services to further open up the brand’s ecosystem.