100 most valuable brands in the world
$ 5 billion
(figure equivalent to Japan’s annual GDP) and
increased their total brand value by 5.9%,
despite the economic impact of the Covid-19 pandemic. The data follows from the 2020 ranking
BrandZ Top 100 Global of the most valuable brands
released today by WPP and Kantar.
According to the survey,
they had a brand value increase of $ 277 billion over the past year.
In addition, its portfolios remained above the market, including the S&P 500 Index and the MSCI World, and fell less than the world average in the current crisis.
The ranking uses valuation data that incorporates the performance of stock prices since April 2020 to reflect the impact of the Covid-19.
Before the global pandemic, the total brand value of the top 100 marked an increase of 9%.
Amazon remains the most valuable brand in the world, with growth of 32%, reaching US $ 415.9 billion.
Jeff Bezos’ company brand value shows an increase of nearly $ 100 billion this year, representing a third of the total growth in the Top 100.
Technology brands continue to be at the top of the ranking, representing more than a third (37%) of the total brand value included in the BrandZ Global Top 100 and growing, in general, by 10%.
remains as the
Second most valuable global brand (+ 14%, US $ 352.2 billion),
third place (+ 30%, US $ 326,500 million),
just ahead of
(+5%, US$323.600 millones),
who occupies the
due to the growth of its cloud-enabled work ecosystem.
Asian brands accounted for a quarter of all Top 100 brands, including 17 Chinese brands.
Alibaba (+ 16%, in the sixth position, US $ 152,500 million)
It was the most valuable Chinese brand and was barely ahead of the Internet services giant,
Tencent (+ 15%, seventh place, US $ 151,000 million).
the social network for sharing short videos
(79th place, $ 16.9 billion),
new income that climbed higher,
offering happy and entertaining content generated by the user himself.
“The continued growth of BrandZ Top 100 value shows that
strong brands are much better positioned than in the 2008/09 global economic crisis
said Manuela Urrutia, Commercial Director of Brand & Creative, Kantar Insights Division. “We see a significant improvement in the value of the current brand, compared to what it was 10 years ago. Companies today understand the importance of investing in brand building and are stronger and more resilient as a result.
While the Covid-19 impacted every business, regardless of size or geography, continued investment in marketing can and should help us overcome a crisis. ”
The retail sector showed a solid performance, growing rapidly (21%) in brand value driven by the main
of e-commerce. More than half of the brands in the media and entertainment category were among the 20 that grew the most in the ranking, including
Netflix (+34%, US$45.900 millones),
who went up eight positions to keep the
26th place; Instagram (+ 47%, US $ 41,500 million)
climbed 15 places to be located in the
LinkedIn (+31%, 43°, US$29.900 millones);
Xbox (+18%, US$19.600 millones)
who went up 22 places to be in the
placed 65 °.
The e-commerce brands Amazon, Alibaba and
JD (+24%, 52°, US$ 25.500 millones)
They demonstrated innovation and agility in tough times, as did more traditional retailers like
Walmart (+24%, 27°, US$45.800 millones),
who invested in their e-commerce capabilities, as explained in the report.
“Innovation has proven to be a key driver for growth in this year’s Top 100, as well as being a way to prevent decline.”
said Martín Schijvarg, Account Director and head of BrandZ in Argentina-.
“Creativity is also an important trait for the world’s most valuable brands.
Companies like Amazon, Apple and Google – the technology giants that continue to innovate – successfully combine both to continue to be relevant in the lives of consumers and make it easier for them to choose a brand, “he concluded.
BranZ Top 10 Global of the most valuable brands 2020