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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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Uruguay represents a more curious case, in that its players are footballing aristocracy disguised as minnows. Like Belgium, it is a relatively young nation, yet on the field of play the Uruguayans are old hands. They have won the World Cup twice, first at the inaugural event in 1930, and then in 1950, when Brazil hosted the tournament. The latter occasion, when Brazil succumbed in front of a world-record 200,000 fans or more, is referred to there as the "Maracanazo", a national tragedy still felt today.