Amazon has maintained its position as the world’s most valuable brand, increasing its value by almost a third to $ 415.9 billion compared to last year, according to a ranking by consulting firm Kantar released Tuesday.
The annual BrandZ Top 100 Most Valuable Global Brands brand ranks companies by combining their market capitalization with consumer research of more than 3.8 million people worldwide.
Apple ranked second on the list, valued at $ 352.2 billion followed by Microsoft at $ 326.5 billion, which this year surpassed Google to become the world’s third most valuable brand. This increase is due in part to the increased use of its Microsoft Teams collaboration software, as employees worked from home during the coronavirus pandemic, according to the report.
While news of the coronavirus outbreak caused a drop in stocks in March, the share prices of online companies like Amazon, which offer consumer staples, increased in April as physical stores closed (the response from the e-commerce giant to the pandemic has decreased). been criticized, however).
“Although consumer reliance on home delivery during the pandemic extended Amazon’s logistics capabilities, it also affirmed Amazon’s strength,” the Kantar report stated.
Alibaba ranks sixth on the BrandZ list, valued at $ 152.5 billion, up 16% from a year earlier, while JD.com’s brand valuation rose 24% to $ 25.5 billion, according to Kantar.
“The brands that enabled people to navigate life with digital devices and achieve convenience and comfort generally increased in value or at least exceeded their category,” the report said.
Brands are also better able to survive this financial crisis than in 2008-2009, according to David Roth, President of BrandZ. “Companies understand the importance of investing in brand building, and as a result they are stronger and more resilient,” he said in a statement emailed to CNBC.
Chinese video-sharing app TikTok is the new highest entry on the Top 100 list, rated at $ 16.9 billion and ranking higher than brands like KFC, Uber, and Adidas. “TikTok is one of the most exciting and creative brands we’ve seen entering the Top 100 for a while and it’s been a game changer during the pandemic,” Elspeth Cheung, global head of valuations for BrandZ at Kantar, said in a statement. send by email. But the ByteDance-owned brand is still overshadowed by rival social media app Instagram, whose brand is valued at $ 41.5 billion by Kantar, as well as Facebook.
The total value of the 100 brands on the list reached $ 5 trillion, an increase of 5.9%. Before the pandemic, its value was expected to increase 9% according to Kantar.
BrandZ ranking was commissioned by the WPP advertising group and is chaired by Kantar. He analyzed more than 17,000 brands in 51 countries. The vast majority of consumers were surveyed online over a one-year period, and some of the low-income groups surveyed face-to-face. For a typical brand, the margin of error for the survey data is less than 3%, according to Kantar.
BrandZ 2020’s 10 Most Valuable Global Brands ($ Million)
Amazon 415,855
Apple 352,206
Microsoft 326,544
Google 323,601
Visa 186,809
Alibaba 152,525
Tencent 150,978
Facebook 147,190
McDonald’s 129,321
MasterCard 108,129
Source: Kantar
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