Top 100 Most Valuable Brands in the World
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| Valuable brands. Photo: Youtube |
A good brand can take years to develop, and it can also be ruined in a moment. The most valuable brands in the world are global corporate giants. They generate billions in annual profit, hold enormous influence over public opinion and are recognizable around the world. Here’s what the top 100 most valuable brands in the world look like.
The Leaderboard
The total value of 2021’s Top 100 brands grew by 42%, reaching a combined $7 trillion. At the top of the list, perhaps unsurprisingly, is Amazon, with a total brand value of $683 billion.
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| Photo: Screenshot of Visual Capitalist |
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| Photo: Screenshot of Visual Capitalist |
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| Photo: Screenshot of Visual Capitalist |
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| Photo: Screenshot of Visual Capitalist |
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| Photo: Screenshot of Visual Capitalist |
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| Photo: Screenshot of Visual Capitalist |
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| Photo: Screenshot of Visual Capitalist |
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| Photo: Screenshot of Visual Capitalist |
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| Photo: Screenshot of Visual Capitalist |
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| Photo: Screenshot of Visual Capitalist |
At the highest level, it’s no surprise that North America, Asia and Europe dominate the top 100. Brands from certain countries dominate the top 100, but no single industry or sector does. Of course, tech companies have a substantial presence thanks to sky-high valuations and global brand recognition. 5 out of the top 10 most valuable companies are all in tech, and that’s not counting Amazon, which Brand Finance classified as a retail company. After all, cloud computing in Amazon Web Services has long been the company’s biggest source of profit.
Amazon thrives in 2021
It’s the third consecutive year that Amazon has placed first on the list. The first-ranked Amazon has still managed to record a healthy 64% brand value growth to US$683.85 billion. The retail giant is one of the few brands that benefitted considerably from the pandemic and the resulting unprecedented surge in demand as consumers turned online following store closures. Over Q2 and Q3 of 2020, e-commerce platforms experienced the highest revenue growth since 2016.
Most recently – further leveraging the circumstances of the pandemic – Amazon has acquired 11 passenger planes from struggling North American airlines to expand its air logistics capabilities. A tactical purchase to support its fast-growing customer base, but also a strategic move towards building its own end-to-end supply chain, the fleet can allow the brand to become a serious contender in air transportation in due time.
Another example of Amazon’s relentless innovation in the face of global adversity, the brand has also announced its foray into the health sector with the launch of Amazon Pharmacy and fitness tracker Halo. Before it brought success to Apple, daring diversification had already been the hallmark of Amazon’s growth strategy, which it continues to pursue with impressive results.
Apple
The second-ranked on the list is Apple with a brand value of $612 billion. Apple wasn’t completely immune to the impacts of COVID-19—in the early days of the pandemic, its stock dipped almost 19% from record highs—but the company recovered and reported record-breaking revenue, generating $64.7 billion in Q4 2020.
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| Photo: hanoimoi. |
It’s fitting that the top brands on the list are big tech companies since the pandemic pushed consumers online for both their shopping and entertainment needs. A few social media platforms placed high on the list as well, like Facebook, which rose two ranks this year to score the sixth spot with a brand value of $227 billion.
Instagram and TikTok
Instagram and TikTok trailed behind Facebook when it came to total brand value, but both platforms saw exceptional growth compared to last year’s report. In fact, when looking at brand value growth from 2020, both brands scored a spot in the top 10.
The Development of some Fields
Technology drives brand value
In a year epitomised by global lockdowns, with working from home becoming the new normal and an unprecedented reliance on digital communication, retail, and entertainment, tech brands and brands successfully leveraging technological innovation have significantly boosted their brand values. Accounting for 14% of total brand value in the 2021 ranking, tech remains the most valuable sector.
| David Haigh, CEO of Brand Finance, commented: “With the onset of the pandemic, tech brands have experienced unprecedented demand for their products and services. At the same time, across sectors, brands which have pushed the boundaries of technological innovation have remained a cut above the rest, able to pivot their business to adapt to consumers’ changing needs. 2021 is the final call to get on board for all brands still stuck in the 20th century.” |
E-commerce cashes in
Another testament to the role of technology in driving brand value, e-commerce brands are among those retailers to have thrived the most in the past year, with Amazon’s impressive performance at the centre. Chinese equivalent, Alibaba.com has also benefitted from the unprecedented surge in demand, as consumers turned to online shopping during the pandemic.
Digital media stream on
Yet again demonstrating the importance of future-proofing brands by going digital, gaming and streaming services enjoyed a significant boost in brand value this year as users turned to online means of entertainment in the wake of the pandemic.
Long haul problems for aviation
Boeing’s woes continue as its brand value records yet another dent. The brand has spent much of the last two years in a state of crisis following the two fatal crashes that grounded its 737 Max in March 2019 and its problems have compounded further throughout the pandemic. With the partial return of the plane to operations in December 2020, the brand was hoping for a turbulence-free future to counter its significant losses and job cuts. However, as the brand hit the headlines once again with its 737-500 passenger plane crashing in Indonesia at the beginning of this year, it may not be the end of Boeing’s troubles.
Insights into Brand Value Growth
The most valuable brand report has been ranking companies for over a decade, and some overarching factors have stood out as key contributors to brand value growth:
1. The Big Get Bigger
Starting “strong” can give brands an edge. This is because growth rate is closely correlated with high brand equity. In other words, a strong brand will likely see more growth than a weaker brand, which might explain why companies like Amazon and Apple have been able to hold their place at the top for several consecutive years.
Keep in mind, this doesn’t account for industry disruptors. An innovative company could come out of the woodwork next year and give the Big Tech giants a run for their money.
2. Marketing Makes a Difference
The right strategy can make a difference, and even smaller brands can make a splash if the message is impactful. Brands with emotional associations, like pride or popularity, tend to see that translate into brand value growth.
Companies like Nike and Coca-Cola have mastered the art of emotional advertising. For instance, in May last year, Nike released a video urging consumers to stand up for equality, in a video titled, “For Once, Just Don’t Do It.”
3. Smart Investment
It’s not just about developing an effective marketing strategy, it’s about executing that strategy, and continually investing in ways that perpetuate your brand message.
For instance, innovation is the core value of Tesla’s brand, and the electric car company walks the walk—in 2020, the company spent $1.5 billion on R&D.
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