Amazon and Apple have extended their lead as the most valuable brands, according to data from Kantar BrandZ. The research combines financial information and consumer opinion to calculate a brand's individual value.
While brand-building has been challenged by the growth of performance marketing, WARC's latest white paper argues the need for an integrated approach and a clear focus on product and experience.
Amazon has taken the top spot for the third year running while Apple has placed in the top two every year since 2011 and both companies have extended their lead this year. Among the...