In the midst of the global pandemic with its essential effect on companies, Interbrand has published its 2020 Best Global Brands rankings. In the past 12 months, social media and networking brands have done well, with Instagram (# 19), YouTube (# 30), and Zoom (# 100) joining the rankings for the first time, according to the study. With a brand value of US $12,785 million, Tesla has re-entered the rankings at # 40, having last featured in the Best Global Brands table in 2017.
In the chaos generated by the pandemic, media corporations have also seen progress. Spotify (# 70) saw a 52 percent rise in brand value, jumping 22 positions in the list, while Netflix increased to # 41 with a 41 percent raise. A major role in this performance has been played by the business model, with 62 percent of double-digit risers depending on large subscription model firms.
With a value of US$ 200,667 mn, Amazon was a top performer, ranking # 2 and rising brand value by 60 percent. Although Apple maintained its top spot in the table, the value increase of Microsoft this year (US$ 166,001 mn) means that Google (# 4) has been overtaken to hit the number 3 spot. For the very first time since 2012, Google has moved out of the top three. Meanwhile, for the first time, Samsung # 5 (US$ 62,289 mn) has broken into the top five.
Coca-Cola # 6 (US$ 56,894 mn), Toyota # 7 (US$ 51,595 mn), Mercedes-Benz # 8 (US$ 49,268 mn), McDonald’s # 9 (US$ 42,816 mn), and Disney # 10 (US$ 40,773 mn) are the rest of the Top 10. The top ten brands account for 50 percent of this year’s overall table value.
“Leadership, dedication, and relevance are three consistent trends that we see as brands seek to manage the rapidly evolving market environment,” said Interbrand’s Global CEO, Charles Trevail. In the current crisis, they are the keys to unlocking results, building consumer trust and company resilience. Brands will help us raise our heads, make sense of uncertainty, and see through it, championing a new decade of opportunity by setting out powerful goals and following them with bravery and conscience.
The ‘Covid impact’ was also seen in the 2020 Best Global Brands list, with global shop closures causing Zara (# 35) and H&M (# 37) brand values to drop 13 percent and 14 percent, respectively, with both dropping at least six positions in this year’s list. Luxury brands took a hit in 2020 after two years as the fastest rising industry, with all but one brand value (Hermes # 28) falling between 1-9 percent.
The ‘Covid impact’ has benefited other brands and industries, especially logistics, which saw an average growth of 5 percent- UPS (# 24), FedEx (# 75), and DHL (# 81) all saw positive growth in brand valuation, as the logistics industry became more important to our lockdown lives.
In the rankings of 12, 10, and 5 places, PayPal (# 60), Visa (# 45), and Mastercard (# 57) also grew. The pandemic saw the sudden change to electronics as the primary payment mechanism and the rapid introduction of local business support services during the pandemic lockdown, helping these trusted brands.
“In order to better understand how we are viewed in the hearts and minds of customers, reports such as Interbrand ‘s Best Global Brands are critical for businesses,” said Raja Rajamannar, Chief Marketing and Communications Officer of Mastercard. “These rankings are a way for us to better understand how we can best serve our communities, especially during these extraordinary times, when customer behaviors have changed and trust is more important than ever.”