- Amazon’s brand value of $415.8 billion in 2020
- FAANG and other technology companies to dominate the rankings
- MasterCard enters the Top 10 for the first time
- ByteDance of TikTok entry at n ° 79, $ 16.9 billion
E-commerce giant Amazon has the most valuable brand in the world, according to the 15th annual Top 100 most Valuable Global Brands ranking published today by WPP, the world’s largest advertising company, and the research firm Kantar. The classification is based on assessments of market data and information provided by the consumer of more than 3.8 million people in 51 markets around the world.
Amazon has maintained its position in the number one spot and has seen its value increase of 32%, or nearly$ 100 billion to $415.8 billion as the pandemic that it is essential for a lot. They accounted for a third of the Top 100 of the total growth.
MasterCard entered the Top 10 for the first time this year, because of “the strong financial performance, supported by the growth of the equity of the particular brand in consumer engagement: successfully complete the installation in the ‘ecosystem’ of their everyday life and gain a close emotional connection through its deliberate positioning.”
Technology continues to dominate the top of the table and represents more than a third (37%) of the value of the brand in the Top 100. Microsoft has taken Google’s spot at no. 3, thanks to the growth of its cloud ecosystem that allows people to work from home during the lockout. “The greatest mounting technology brands—LinkedIn, Microsoft, Adobe, and Intel—primarily created tools, often based on the cloud that helps people conduct their lives online, off-site way that has become critical during the Covid-19 crisis,” said the report.
The biggest winners of the value by the percentage overall in 2020, the China’s baijiu maker Moutai (+58%), Facebook’s Instagram (+47%), lululemon (+40%), Costco (+35%) and Netflix (+34%). Five brands that have joined the list for the first time this year he came back after having been absent in 2019 have been TikTok, UnitedHealthcare, Bank of China, Lancome and Pepsi.
The only Top 50 brands that were not American or Chinese were Germany, SAP and Deutsche Telekom, France Louis Vuitton, Chanel, Hermès and L’oréal, as South Korea’s Samsung, the japanese Toyota and the Italy Gucci.
The value of the Top 100 brands has increased by 5.9% to $ 5 trillion in spite of the economic situation, social and personal impacts of COVID-19, according to the report. It is at the height of 245% since 2006, while it had reached $1 trillion.