For many brands, it has been a devastating year to say the least.
Over half of the most valuable global brands have experienced a decline in brand value, a measure that takes financial projections, brand roles in purchase decisions, and strengths against competitors into consideration. But where some have faltered, others have asserted their dominance and stepped up for their customers like never before.
The visualization above showcases the top 50 most valuable global brands from a study conducted by Interbrand, which calculates brand value across hundreds of companies.
As consumers move cautiously into 2021, which brands have they chosen to keep by their side?
The Heavy Hitters
With an eye-watering brand value of $323 billion, Apple is the most valuable global brand in the world, followed closely by Amazon in second place, and Microsoft in third. Average growth in brand value across all three of these tech brands in 2020 was roughly 50%.
In particular, Microsoft—who overtook Google in this year’s ranking—has increased its brand value by $100 billion in just one decade. The tech giant has reinvented itself over the years by focusing not just on how its products impact consumers’ lives, but instead on how they impact the planet. The company is promising to become carbon negative by 2030.
However, other brands that sit at the top of the global brands list have not had the same recent success. Coca-Cola for example sits in sixth place, but has seen a decline in brand value of over $13 billion since 2010.
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