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Macy’s Jumps in Brand Strength

Macy’s showed the biggest gain in brand value in 2013, according to Interbrand. The company is not the biggest or the best retailer in the United States, but it did move up nine spots on Interbrand’s list to No. 40, and it increased its brand value by 62%. The brand is currently valued at $1.26 billion.

The top-ranked brand is Walmart, valued at $141billion. Target is No. 2 at $25.1 billion and Home Depot is No. 3 at $22.9 billion. had the second biggest increase, jumping in brand value 46 percent. Overall, brand value is up 1.8 percent in 2013 among the top 50 brands, with an average value increase of 6 percent – higher than last year’s 4 percent increase. This is the fifth year that the firm has released brand value rankings in collaboration with Interbrand Design Forum.

“The brands that make our list define the retail ecosystem and determine where it’s going,” Justin Wartell, managing director of Interbrand Design Forum, said in a news release. “Their relevance combined with the influence of new brands with unique business models brings the evolving world of retail into focus – interconnected, immediate, always on, dynamic, memorable and sometimes unexpected.”

Brands are assessed based on financial performance of branded products or services, brand role in purchasing decisions, and brand strength.

Macy’s has been delighting customers in recent years with its seamless omni-channel sourcing and cross functional retail platform. The brand results reflect its growing prominence in retail circles.