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The Most Valuable Brand in Each Country in 2018

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Map: The Most Valuable Brand in Each Country in 2018

Map: The Most Valuable Brand in Each Country in 2018

Last year, we covered the world’s top brands based on the measure of brand value, and one thing stood out.

The top of the list was dominated by U.S. brands like Google, Amazon, Facebook, Visa, AT&T, and McDonald’s, but only one non-American brand (China’s Tencent) was able to crack the top 10 list.

Today’s infographic comes to us from HowMuch.net, and it helps to make the international brand value picture a lot clearer. Using updated rankings from Brand Finance’s Global 500 Report, it shows the top brand for each country in 2018.

It’s worth noting, however, that there are many countries that are not represented here, as they do not have a brand large enough to make the top 500 list.

A Steep Dropoff

Keeping the aforementioned U.S. dominance of brands in mind, there is a pretty steep drop from the U.S. to other countries on the map. After retail giant Amazon, which ranks as the world’s top brand at $150.8 billion, the next biggest brand in any other country is Samsung (South Korea) at $92.3 billion.

From there, it’s another big fall to get to the next tier, which includes China’s ICBC ($59.2 billion), Germany’s Mercedes-Benz ($43.9 billion), Japan’s Toyota ($43.7 billion), and Royal Dutch Shell ($39.4 billion).

After that, the remaining brands on the list are in the $4 billion to $25 billion range, including well-known names like Nestlé ($19.4 billion), Zara ($17.5 billion), and RBC ($13.8 billion). While small compared to Amazon, these are still mostly large international or national brands.

Why is Amazon so Dominant?

As Amazon continues to rapidly scale its revenue, and as the Jeff Bezos Empire expands, we are all now very familiar with the online retailer’s dominance.

That said, while Amazon appears massive on the map, it actually only just edged out Apple as the most dominant brand overall. Further, because Apple is also based in the U.S., the iconic tech company doesn’t have its logo appear on the map itself.

Here’s a look at how brand value for the top five brands has changed over time:

Brand Value Over Time

Courtesy: Brand Finance

According to Brand Finance, the value of Amazon’s brand increased by 42% between 2017 and 2018. Here’s what Brand Finance CEO, David Haigh, had to say about the future of Amazon’s brand:

The strength and value of the Amazon brand gives it stakeholder permission to extend relentlessly into new sectors and geographies. All evidence suggests that the amazing Amazon brand is going to continue growing indefinitely and exponentially.

– David Haigh, CEO of Brand Finance

Interestingly, the report authors also offer up reasons for Apple and Google getting “left behind”.

For Apple, an over-dependency on the iPhone limits the brand’s growth opportunities, while Google’s investments outside of search are unable to offer the scale, impact, or audacity demonstrated by Amazon’s ventures.

A Note on Brand Value

Understandably, there is often some confusion behind the definition of “brand value”.

Not to be confused with market capitalization or enterprise value, brand value is defined as a marketing-related intangible asset that generates economic benefits for a brand within a company. In other words, this is the value of the image of the brand itself, as represented in the minds of stakeholders.

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Charting Revenue: How The New York Times Makes Money

This graphic tracks the New York Times’ revenue streams over the past two decades, identifying its transition from advertising to subscription-reliant.

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NYTimes advertisement to subscription

When it comes to quality and accessible content, whether it be entertainment or news, consumers are often willing to pay for it.

Similar to the the precedent set by the music industry, many news outlets have also been figuring out how to transition into a paid digital monetization model. Over the past decade or so, The New York Times (NY Times)—one of the world’s most iconic and widely read news organizations—has been transforming its revenue model to fit this trend.

This chart from creator Trendline uses annual reports from the The New York Times Company to visualize how this seemingly simple transition helped the organization adapt to the digital era.

New York Times revenue in a bar chart

The New York Times’ Revenue Transition

The NY Times has always been one of the world’s most-widely circulated papers. Before the launch of its digital subscription model, it earned half its revenue from print and online advertisements.

The rest of its income came in through circulation and other avenues including licensing, referrals, commercial printing, events, and so on. But after annual revenues dropped by more than $500 million from 2006 to 2010, something had to change.

NY Revenue By YearPrint CirculationDigital SubscriptionAdvertisingOtherTotal
2003$623M$1,196M$168M$1,987M
2004$616M$1,222M$165M$2,003M
2005$616M$1,262M$157M$2,035M
2006$637M$1,269M$172M$2,078M
2007$646M$1,223M$183M$2,052M
2008$668M$1,068M$181M$1,917M
2009$683M$797M$101M$1,581M
2010$684M$780M$93M$1,557M
2011$659M$47M$756M$93M$1,555M
2012$681M$114M$712M$88M$1,595M
2013$673M$151M$667M$86M$1,577M
2014$668M$172M$662M$86M$1,588M
2015$653M$199M$639M$89M$1,580M
2016$647M$232M$581M$94M$1,554M
2017$668M$340M$559M$109M$1,676M
2018$642M$400M$558M$148M$1,748M
2019$624M$460M$531M$198M$1,813M
2020$597M$598M$392M$196M$1,783M
2021$588M$774M$498M$215M$2,075M
2022$574M$979M$523M$233M$2,308M

In 2011, the NY Times launched its new digital subscription model and put some of its online articles behind a paywall. It bet that consumers would be willing to pay for quality content.

And while it faced a rocky start, with revenue through print circulation and advertising slowly dwindling and some consumers frustrated that once-available content was now paywalled, its income through digital subscriptions began to climb.

After digital subscription revenues first launched in 2011, they totaled to $47 million of revenue in their first year. By 2022 they had climbed to $979 million and accounted for 42% of total revenue.

Why Are Readers Paying for News?

More than half of U.S. adults subscribe to the news in some format. That (perhaps surprisingly) includes around four out of 10 adults under the age of 35.

One of the main reasons cited for this was the consistency of publications in covering a variety of news topics.

And given the NY Times’ popularity, it’s no surprise that it recently ranked as the most popular news subscription.

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