Amazon Takes Best Brand Top Spot
Published: 14 March 2011 By MoneyHighStreet Staff Leave a Comment
Amazon is the ‘best value’ brand globally, according to research by Millward Brown.
The online retailer Amazon heads up the top 10 best value global brands, beating the likes of Colgate, Nokia, Pampers and Visa – and Microsoft comes in 7th postion, a couple below Visa in 5th position.
The top 10 in the UK jumbles some of the brands around, with Microsoft in 3rd place for example but Amazon still heads the list and is joined by the likes of eBay, Asfa and Nescafé Original.
According to the study, price alone cannot win over customers, the brand must couple the price with a desire to buy from the brand.
A low cost brand may for example be considered low value unless the brand can generate a desire for the person to buy.
Peter Walshe, Global BrandZ Director, Millward Brown commented “The consumer usually desires a brand first and then considers the price to determine whether to purchase or not. Amazon.com has mastered the art of being a trusted brand that consumers want to buy from.
Its pricing is perceived to be great value, but it is its brand power that attracts customers in the first place.”
MoneyHighStreet.com comment: Amazon certainly is up there with its pricing and sheer width of products available. No wonder it hits the top of the ‘best value’ brands.
The Nintendo 3DS for example, due for release 25 March 11, is available for pre-order on Amazon at £196.99, compared with the recommended retail price of £229.99. That said, at the time of writing, you can also get it for this price at John Lewis.
It also has its own products of course, of particular note being the Kindle – which interestingly enough is now available to buy in physical high street stores, including Carphone Warehouse.
