Amazon, Apple and Microsoft top the BrandZ Top 100 Global list.
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The results of the Global BrandZ Top 100 ranking of the most valuable brands published by WPP and Cantar. It was shown that despite the economic, social and personal impact of COVID-19, these companies saw their total brand value increase by 5.9%.
The total brand value of the 100 world’s leading brands reached $ 5 billion, which is Japan’s annual GDP. This represents an increase of 245% since 2006, when the total value of these companies reached $ 1 billion for the first time.
According to the report, the 100 most valuable brands have shown more resilience and less volatility in the current health crisis than in the global economic crisis 2008-2009.
“While COVID-19 has impacted every company regardless of size or geographic location, continued investment in marketing can and will help overcome this crisis.” The continued growth of the BrandZ Top 100 value shows that strong brands are much better positioned than in the global economic crisis of 2008. This means that history has also shown that brands understand the importance of building their branding to invest. They are stronger and more resilient, “said Mauricio Martínez, CEO of the Insights of Division Kantar Mexico.
Image: Courtesy of Kantar México.
This ranking uses valuation data that takes stock price performance since April 2020 into account to reflect the impact of COVID-19. Before the global pandemic, the overall brand value of the top 100 rose 9 percent.
Amazon With growth of 32%, it remains the most valuable brand in the world, reaching $ 415 billion. After entering the BrandZ Global Ranking of the 100 Most Valuable Brands in 2006. The value of the e-commerce company increased by almost $ 100 billion this year and accounts for a third of the total growth in the top 100.
Likewise, technology continues to dominate the top positions on the list, and companies in this category make up more than a third of the total (37%) of the companies on the list. We find in them Manzana, Microsoft and Google positioned in places two, three and four. Below we present the 10 most valuable brands in the world in 2020.
Courtesy of Kantar México.
Other trends to be highlighted in this year’s BrandZ Global Top 100 study are:
MasterCard made it into the top 10 for the first time this year.
Five new entries appear in the top 100, led by the Chinese entertainment brand Tick tack at position 79 with $ 16.9 billion;; followed by UnitedHealthcare in the year 86 with $ 15.8 billion; Bank of China $ 97.7 billion in 97; Lancôme in the year 98 with 13.6 billion; and Pepsi in the year 99 with $ 13.3 billion.
Building ecology It has become a trend in the global business world. Haier At 68th place, it is the leading brand of the IoT (Internet of Things) ecosystem for $ 18.7 billion for the second year in a row.
American brands make up more than half of all the top 100 brands, while Asian brands make up a quarter of the top 100: 17 from China (including Alibaba and Tencent these are in the top 10) and two Japanese brands (Toyota and NTT).