In this report, Amazon was designated a retailer while Apple was designated a tech company, though the two companies could be classified as both.
Brand Z researchers emphasize the role of innovation in propelling brands into their top 100 list. “Back in 2017, the high meaningful difference scores of this year’s fastest risers gave us early signs of their future success,” Reed Cundiff, CEO Kantar North America, said in a statement. “Today, they are defined by their difference, purpose and innovation credentials. These brands fulfill people’s needs by innovating to create new categories and clearly delineating their offerings from those of their competitors.”