Media reported that while the social, economic and personal ripple effects of the pandemic have had disastrous effects on businesses large and small, some brands have shown immunity in the face of the health crisis. Marketing, brand building and innovation investments have proven to be the main drivers of revenue growth and recovery during the new BrandZ Global Top 100 Brand Rankings report.
The report, commissioned by WPP and an expert on brand equity research, shows that the total value of the BrandZ brand will grow 5.9 percent to $5 trillion in 2020, bringing in an additional $227 billion in brand value growth. According to the report, the total brand value of the top 100 brands is expected to grow by 9% before the global pandemic.
Multinationals Amazon, Apple, Microsoft, Google, Visa, Alibaba, Tencent, Facebook, McDonald’s and MasterCard all made the top 10. Amazon has retained its title as the world’s most valuable brand, up 32% year-on-year to nearly $100 billion. Amazon accounts for a third of the total growth of its top 100 companies by 2020.
Apple also held on to its second position, up 14 percent. Microsoft is back in third place, up 30 percent from 2019. According to the report, Microsoft’s lead over Google may be due to the development of its cloud computing environment, which is particularly important during the new crown blockade and isolation. MasterCard is in the top 10 for the first time this year.
The brand rankings are understood to be based on the combination of market data from Bloomberg and Consumer Insights and the use of valuation data and the inclusion of share price performance since April 2020. In the top 100, technology brands account for about 37% of brand value.
Doreen Wang, global head of Kantar BrandZ, said in a statement: “Innovation has proven to be a key driver of growth in the top 100 this year and a way to prevent declines. “Creativity is also an important trait for the world’s most valuable brands. Innovative tech giants such as Amazon, Apple and Google have succeeded in combining the two to continue to stay connected to consumers’ lives and make it easier for them to choose them. “
In fact, this innovation is reflected in brands outside the top 10. For example, TikTok, the new short video app, is the new addition to this year’s Brandz 100 list. Even valued brands that are not part of the technology industry, such as lululemon, a sports and leisure brand, have maintained a connection and appeal among consumers through creativity. Lululemon’s sales are understood to have risen 40 per cent and are among the fastest-growing companies on the list as it shifts its focus from sportswear to work-friendly clothing and online yoga classes for people at home.