The Best Global Brands report brings together the 100 most valuable brands in the world.
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The 21st edition of Best Global Brands was presented under the title The Decade of Possibility, which analyzes how the world’s leading companies perform in a rapidly changing scenario.
In this new installment, Apple can be seen continuing to top the list for the eighth year in a row, valued at $ 322,999 million and growing 38% from 2019.
In second place is Amazon ($ 200.667 million, + 60%), which holds this position for the first time in the history of Best Global Brands, and in third place is Microsoft ($ 166.001 million, + 53%) after the giant Google Top 3.
Google, for its part, is in fourth place, leaving the podium in second place after seven years. In addition, Samsung is among the top 5 for the first time.
The top 10 are complete: Coca-Cola, Toyota, Mercedes-Benz, McDonald’s and Disney. The added value of the brands that occupy the top 10 positions corresponds to 50% of the total value of the ranking.
There are new brands in the field of communication and social networks that have developed well over the past twelve months: Instagram (No. 19), YouTube (No. 30) and Zoom (No. 100).
The analysis covers the period from July 1, 2019 to June 30, 2020 and deals with three components:
- The financial performance of branded products and services.
- The role the brand plays in influencing customer choice.
- The strength the brand has to impose a premium price or to secure profits for the company.