eBay, Amazon and Netflix rank among 50 top U.S. brands, report says

44 of the 50 companies on the list of top brands have a web presence, says Interbrand Design Forum, a consulting firm that developed the first-ever ranking. Wal-Mart was the top brand, followed by Best Buy, Home Depot, Target and CVS.

Katie Evans

Web-only retail companies eBay Inc., Amazon.com Inc. and Netflix Inc. have been named among the top 50 U.S. retail brands in a report by Interbrand Design Forum, a retail brand consulting firm. Also on the list was Dell Inc., which primarily sells through the web and call centers.

The Interbrand report calculates a brand’s value by analyzing current and future revenues attributable to a brand, how the brand influences consumer demand and projecting the brand’s ability to generate customer demand in the future.


Dell was No. 6 in Interbrand’s first-ever ranking of U.S. brands, while eBay was No. 11, Amazon.com No. 14 and Netflix No. 32.

Interbrand ranked five multi-channel retailers as having the top brands. Wal-Mart Stores Inc. topped the list, followed by Best Buy Co., The Home Depot Inc., Target Corp. and CVS Corp.

"In a recession, brand is more important than ever, as retailers with a well-positioned brand have the opportunity to thrive and seize a bigger piece of the pie in terms of customers," says Lee Carpenter, CEO of Interbrand Design Forum. "During a period of increased competition and lowered sales, brands that have successful propositions, such as Wal-Mart, and offer an engaging shopping experience, like Best Buy, will come out on top."

Amazon.com is No. 1 in the Internet Retailer Top 500 Guide, Dell No. 4, Best Buy No. 12, Wal-Mart No. 14, Netflix No. 17, Target No. 19, Home Depot No. 42 and CVS No. 85. EBay is not ranked in the Top 500 Guide because it does not sell on its own behalf.


Brand valuation, branding, Interbrand, Wal-Mart