Most Valuable Global Brand: Walmart

A study released late last month by Kantar Retail and BrandZ examines the most valuable global retail brands and reveals critical success requirements for retailers and suppliers to thrive in the new retail environment.

“Brand is a prerequisite of retail success,” says Wayne Levings, CEO of Kantar Retail. “How retailers build their brands impacts all aspects of their business. Brand alone secures an enduring place in the mind of the consumer. It is fundamental to the supplier-retailer relationship.”

The Top 10 most valuable global retail brands have remained consistent during the past five years, according to Kantar; however, two instances of dramatic brand value growth—at Amazon and Aldi—reflect major marketplace trends. On the strength of a 359% increase in brand value, Amazon moved from a ranking of Number 8 in 2006 to Number 2 in 2010, indicating the revolutionary impact of e-commerce. Aldi’s 241% increase in brand value signifies the consumer’s increased concern with price and embracement of private label.

The retail brand that grew most in value last year was Amazon. While the retail category as a whole declined 1 percentage point in brand value, the value of the Amazon brand appreciated 29 percentage points to $27.5 billion, making it one of the fastest growing global brands across all categories and moving it into second place behind Walmart.

Here are the top 10:
1. Walmart
2. Amazon.com
3. Tesco
4. Carrefour
5. Target
6. eBay
7. The Home Depot
8. Aldi
9. Auchan
10. Lowe’s