It is the\nfirst time in the last 12 years that a non-technological company leads the\nranking of the most valuable brands, traditionally headed by Google, Apple and\nMicrosoft. In this occasion, thanks to a series of \u201ckey acquisitions, in\naddition to a superior customer service and a disruptive business model\u201d,\naccording to Kantar\u2019s press release, Amazon jumped from third place on the\npodium to first, leaving Apple in the second place and displacing Google to\nthird.<\/p>\n\n\n\n
The Kantar\nreport adds that \u201cdisruptive models are flourishing in regions like Asia, where\nconsumers have greater technological capacity and brands are integrate into\nevery aspect of people’s daily life\u201d. But not only in Asia, also in Europe and\nthe United States.<\/p>\n\n\n\n
The fact is\nthat being disruptive is part of Amazon’s DNA. 25 years ago, it broke into the\nmarket as a virtual bookstore, transforming retail and displacing the segment\nleaders of the time, Borders and Barnes & Noble. Today is the largest\nretailer in the world. Its formula combines intuitive navigation, a powerful\nCRM and an offer of attractive products, with fast purchasing processes and a\nflat rate of shipping costs. In short, a fluid multi-channel experience with an\nemphasis on customer satisfaction throughout the whole customer journey \u2013including\ndevolutions\u2013 which has given and continues to bear fruit.<\/p>\n\n\n\n
Kantar\u2019s\nreport points out that among the initiatives that keep Amazon at the top of the\nworld ranking is its investment policy, that includes companies such as Aurora,\nor the electric truck Rivian, as well as the expansion of Amazon Air, its\naircraft business. But also, companies like Whole Foods Market, Ring, Zappos,\nor PillPack, that are just a sample of how Amazon has diversified through the\nacquisitions policy carried out over the past two decades, and especially in\nthe last two years. Other notable acquisitions include Goodreads, Alexa\nInternet and Internet Movie Database (IMDb).<\/p>\n\n\n\n
However, in\naddition to its acquisition strategy, Kantar emphasizes Amazon’s ability to \u201cstay\nahead of its competitors by offering a diverse ecosystem of products and\nservices that have allowed it to continuously accelerate the growth of its\nbrand value\u201d. Doreen Wang, global director of Brandz of Kantar, explained that \u201cnow\nbrands are now less anchored to individual categories and regions\u201d, and as\ntechnology is increasingly fluid, the limits are blurred and companies like\nAmazon, Google or Alibaba use their experience and their customers\u2019 experience\nto enter service sectors, creating new opportunities for brand growth through the\nmultiple touch points with consumers.<\/p>\n\n\n\n
The fact\nis, since its birth Amazon has not stopped to evolve, expand and adapt to a\nchanging world. It is not just a retail company, it is also a cloud computing\nservices company and a global entertainment platform that extends its content\noffer daily, in addition to many other things. Step by step, the multinational\ncontinues to increase Amazon Prime Video\u2019s subscriber base, and to sum up, the\ncompany has just announced the signing of a three-year contract with the\nPremier League to broadcast 20 games per season. So far, it is only emissions\nfor the United Kingdom, but according to experts the agreement is the first\nstep to take over the sports broadcast market.<\/p>\n\n\n\n
In Spain,\nfor example, Amazon now ventures into financial services together with Cofidis,\nthe French financial institution specializing in consumer loans. Together they\nare preparing to launch Paga en 4<\/strong> (Pay in 4<\/strong>), a payment option that\nwill enable customers to finance their purchases between 75 and 1,000 euros in\nfour monthly installments. An initiative that will undoubtedly stimulate\nconsumption among Spanish customers.<\/p>\n\n\n\n In any\ncase, Amazon has been crowned as the most valuable brand is not surprising. Not\nonly does it have a disruptive business model and a procurement policy that\nincreases the value of the brand. It is also a brand that users want and trust.\nWithout going very far, just a little less than a year ago, the a.network\nstudio Brand Trust Index Retail Report, from the marketing technology developer\nSoulmates.ai, revealed that Amazon is the most reliable retail brand for\nconsumers, that the They consider “emotionally attractive”.<\/p>\n\n\n\n Meanwhile,\nAmazon continues to add categories and expand the sectors in which it services\nand it seems likely that the company will continue with its current acquisitions\npolicy, although it is more difficult to predict in which areas it will focus.\nFor the time being, we can count on Jeff Bezos’ company to continue to surprise\nits customers, creating new expectations and, ultimately, building a\nsignificant and distinctive brand with cultural relevance, based on an\nexcellent customer experience.<\/p>\n","protected":false},"excerpt":{"rendered":" Whiplash team, June 14, 2019 Amazon conquers the world For Amazon, lately, everything seems to be good news: at the end of May the company won, provisionally, the dispute it had with several Amazonian countries for the use of the .amazon domain, and this week…<\/p>\n","protected":false},"author":2,"featured_media":31172,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"yoast_head":"\n