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Amazon, Starbucks and Facebook have seen their brand values shoot up in 2016 compared with 2015. Amazon’s 59 per cent rise in value to $99bn and seventh place ranking, is partly due to its ability to create demand and not just satisfy it, according to Elspeth Cheung, head of BrandZ valuation at Millward Brown. She says Amazon’s one-hour delivery service has put pressure on other retailers to speed up delivery times while the online retailer’s move into logistics poses a threat to courier services UPS, FedEx and DHL.


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