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Salip Apple, Amazon Jadi Perusahaan dengan Merek Paling Bernilai di Dunia 2023 | Databoks
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Salip Apple, Amazon Jadi Perusahaan dengan Merek Paling Bernilai di Dunia 2023

10 Perusahaan dengan Merek Paling Bernilai (2023)

Sumber : Brand Finance, Januari 2023

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Disalin..
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Penulis: Cindy Mutia Annur

Editor: Erlina F. Santika

15/8/2023, 20.30 WIB

Amazon menyalip posisi Apple sebagai perusahaan dengan merek paling bernilai di dunia pada 2023, menurut data konsultan merek Inggris, Brand Finance. Raksasa e-commerce itu diperkirakan memiliki nilai merek (brand value) sekira US$299,28 miliar, sedangkan Apple senilai US$297,51 miliar.

Laporan tersebut menunjukkan bahwa nilai merek Amazon pada 2023 turun 14,6% dibandingkan tahun sebelumnya (year-on-year/yoy), mengingat pada 2022 nilainya sebesar US$350,27 miliar.

Meskipun nilai merek Amazon menurun, namun perusahan kembali dinobatkan menjadi merek paling berharga di dunia.

“Amazon telah merebut kembali posisi teratas sebagai merek paling bernilai di dunia meskipun nilai mereknya turun,” kata tim Brand Directory dalam laporannya.

Amazon sebelumnya adalah merek paling berharga di dunia dari 2018 hingga 2020.

Menurut hasil temuan tim Brand Directory, persepsi pelanggan tentang layanan pelanggan di Amazon menurun karena konsumen menilai ada penurunan kekuatan merek pasca-pandemi. Hal ini berkaitan dengan waktu pengiriman yang lebih lama.

“Sejalan dengan (temuan) ini, konsumen cenderung tidak merekomendasikan Amazon kepada orang lain,” kata tim Brand Directory.

Laporan itu juga menemukan bahwa kebiasaan konsumen pun agak berubah lantaran berakhirnya pembatasan pandemi, sehingga banyak orang kembali berbelanja secara langsung ketimbang lewat online.

Selain itu, menurut Brand Directory, Amazon gagal memenuhi target yang diharapkan perusahaan, lantaran terjadi pemotongan biaya perusahaan yang signifikan dan pemutusan hubungan kerja (PHK) yang menekan nilai mereknya.

“Namun terlepas dari penurunan nilainya tahun ini, nilai merek Amazon masih naik 36% sejak awal pandemi Covid-19, karena merek Amazon telah berkembang menjadi pemain dominan di berbagai sektor ekonomi: merek ritel online , komputasi awan, otomatisasi suara, streaming digital (dalam audio dan video, melengkapi toko buku elektroniknya,” kata tim Brand Directory.

Sementara di bawah Apple, ada Google dengan nilai merek mencapai US$281,38 miliar. Selanjutnya, Google berada di urutan keempat dengan nilai merek sebesar US$281,38 miliar.

Berikut adalah 10 perusahaan dengan merek paling bernilai 2023 menurut Brand Directory:

  1. Amazon: US$299,28 miliar
  2. Apple: US$297,51 miliar
  3. Google: US$281,38 miliar
  4. Microsoft: US$191,57 miliar
  5. Walmart: US$113,78 miliar
  6. Samsung Group : US$99,65 juta
  7. Facebook: US$69,54 juta
  8. ICBC: US$67,44 juta
  9. Huawei: US$66,2 juta
  10. Verizon: US$65,69 juta

(Baca: 10 Perusahaan Masuk Daftar Merek Paling Bernilai di Dunia 2022)

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