I see markets too.I just see it as one big market.
I rank Amazon better in customer service and savings than Walmart. I will naturally buy more from Amazon than Walmart (which I Do!)
Brand is still a very generic term for many things, but assuming all other things being equal. This could very well indicate where investors will invest their money.
I believe the article broke it down to more than just brand so if we use the individual metrics, this could again speculate how and WHERE individual consumers ie. investors, countries, companies... invest their money.
But I don't see the ranking in the OP as significant relative to the others.