Sure, Marlboro is restricted by federal law and can't advertise the way it used to as a tobacco company; all the more reason why the brand's representation of American ruggedness is all the more impressive, said Yuan.
Amazon cracked the top 10 list this year.
"Amazon is no longer purely an online retailer," Yuan said. "It’s a review site, a peer-to-peer commerce site and product delivery space," with the promise of drone delivery one day.
"These brands understand that they don’t need to play in the categories they operate. When they do that, it’s really powerful," Yuan said.
Data: Millward Brown 2014 BrandZ Most Valuable Brands