In BrandZ's 14th spot and rising,
has continued to benefit from a perception of value and convenience.
"Illustrating how dramatically shopping has changed, Amazon, the online company with no stores, surpassed
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as the most valuable retail brand," BrandZ says. "The company continued to add categories last year, even food, to drive traffic."
Traditional bricks-and-mortar retailers have also weathered the economic storm by cultivating a perception of balancing price point and value, according to Sullivan.
For example, Ikea (which saw its brand value increase 28%) has persevered in the furniture space.
"This focus on value isn't just limited to the lower price points," she says. "I think another example of a company that has done a tremendous job of focusing on value is
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. They help consumers justify their purchase. It offers whimsical products, but it is perceived to offer great value -- you can get that great design at a much lower price than you would get somewhere else."