10 most valuable brands in the world

Brand value: $98.9 billion

Percentage change from last year:+59%

Last year’s rank: 14

What happened: Amazon was the fastest riser in this year’s rankings.

Millward Brown said that Amazon is constantly disrupting other sectors by creating new industry standards — everything from one-hour delivery time and its own proprietary entertainment content to the testing of delivery drones and its Echo personal assistant.