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The World’s Top 100 Most Valuable Brands in 2021

In 2020, the global economy experienced one of the worst declines since the Great Depression.

Yet, while the ripple effects of COVID-19 have thrown many businesses into disarray, some companies have not only managed to stay afloat amidst the chaos—they’ve thrived. Using data from Kantar BrandZ, this graphic looks at the top 100 most valuable brands of 2021.

Methodology

Each year, research group Kantar BrandZ ranks companies based on their “brand value,” which is measured by:

  1. A brand’s total financial value, which is the financial contribution that brand brings to its parent company ($ value).
  2. Multiplied by its proportional value, measured by the brands proportional impact on its parent company’s sales (% value).

The financial results are then combined with quantitative survey data, sourced from over 170,000 global consumers. The end result is a holistic look at a company’s brand equity, reputation, and ability to generate value.

The Leaderboard

The total value of 2021’s Top 100 brands grew by 42%, reaching a combined $7 trillion. At the top of the list, perhaps unsurprisingly, is Amazon, with a total brand value of $683 billion.

Rank Brand Brand Value
($B USD)
Category Brand Value %
change from 2020
1 Amazon $683.85 Consumer Goods & Retail 64%
2 Apple $612.00 Technology 74%
3 Google $458.00 Media & Entertainment 42%
4 Microsoft $410.27 Business Solutions & Tech Providers 26%
5 Tencent $240.93 Media & Entertainment 60%
6 Facebook $226.74 Media & Entertainment 54%
7 Alibaba $196.91 Consumer Goods & Retail 29%
8 Visa $191.29 Financial Services 2%
9 McDonald’s $154.92 Food & Beverages 20%
10 Mastercard $112.88 Financial Services 4%
11 Moutai $109.33 Food & Beverages 103%
12 Nvidia $104.76 Business Solutions & Tech Providers n/a
13 Verizon $101.94 Telecom Providers 8%
14 AT&T $100.65 Telecom Providers -5%
15 IBM $91.34 Business Solutions & Tech Providers 9%
16 Coca-Cola $87.60 Food & Beverages 4%
17 Nike $83.71 Consumer Goods & Retail 68%
18 Instagram $82.90 Media & Entertainment 100%
19 PayPal $80.62 Payments 66%
20 Adobe $78.52 Business Solutions & Tech Providers n/a
21 Louis Vuitton $75.73 Consumer Goods & Retail 46%
22 UPS $73.02 Logistics 44%
23 Intel $71.94 Business Solutions & Tech Providers n/a
24 Netflix $71.13 Media & Entertainment 55%
25 The Home Depot $70.52 Consumer Goods & Retail 22%
26 SAP $69.24 Business Solutions & Tech Providers 20%
27 Accenture $64.73 Business Solutions & Tech Providers n/a
28 Oracle $60.84 Business Solutions & Tech Providers n/a
29 Starbucks $60.27 Food & Beverages 26%
30 Walmart $59.52 Consumer Goods & Retail 30%
31 Xfinity $59.00 Telecom Providers 26%
32 Marlboro $57.01 Consumer Goods & Retail -2%
33 Disney $55.22 Media & Entertainment 13%
34 Meituan $52.40 Technology 119%
35 Texas Instruments $49.24 Business Solutions & Tech Providers n/a
36 Salesforce $48.98 Business Solutions & Tech Providers 61%
37 Qualcomm $48.36 Business Solutions & Tech Providers n/a
38 Spectrum $47.28 Telecom Providers 10%
39 YouTube $47.10 Media & Entertainment 39%
40 Chanel $47.05 Consumer Goods & Retail 30%
41 Cisco $46.82 Business Solutions & Tech Providers n/a
42 Samsung $46.77 Technology 44%
43 Hermès $46.40 Consumer Goods & Retail 40%
44 JD $44.52 Consumer Goods & Retail 75%
45 TikTok $43.52 Media & Entertainment 158%
46 Deutsche Telekom $43.10 Telecom Providers 16%
47 Tesla $42.61 Cars & Transportation 275%
48 L’Oréal Paris $38.31 Consumer Goods & Retail 30%
49 Ping An $38.05 Insurance 13%
50 Huawei $38.02 Technology 29%
51 ICBC $37.77 Financial Services -1%
52 Zoom $36.93 Business Solutions & Tech Providers n/a
53 Intuit $35.87 Business Solutions & Tech Providers n/a
54 Linkedin $35.52 Media & Entertainment 19%
55 Costco $35.14 Consumer Goods & Retail 23%
56 Gucci $33.84 Consumer Goods & Retail 24%
57 AMD $32.92 Business Solutions & Tech Providers n/a
58 Tata Consulting Services $31.28 Business Solutions & Tech Providers n/a
59 Xbox $30.40 Technology 55%
60 Vodafone $29.74 Telecom Providers 29%
61 American Express $28.58 Financial Services -3%
62 Wells Fargo $28.00 Financial Services -8%
63 RBC $27.61 Financial Services 33%
64 Toyota $26.97 Cars & Transportation -5%
65 Haier $26.42 Technology 41%
66 HDFC Bank $26.37 Financial Services 27%
67 Mercedes-Benz $25.84 Cars & Transportation 21%
68 China Mobile $25.82 Telecom Providers -25%
69 Budweiser $25.55 Food & Beverages 5%
70 Xiaomi $24.89 Technology 50%
71 BMW $24.82 Cars & Transportation 21%
72 Dell Technologies $24.78 Business Solutions & Tech Providers 36%
73 LIC $24.14 Insurance 38%
74 J.P. Morgan $24.11 Financial Services 37%
75 Siemens $23.64 Conglomerate 69%
76 Fedex $23.59 Logistics 53%
77 Baidu $23.36 Media & Entertainment 57%
78 Uber $22.41 Cars & Transportation 41%
79 Adidas $22.34 Consumer Goods & Retail 51%
80 Chase $21.83 Financial Services 7%
81 Pinduoduo $21.73 Consumer Goods & Retail 131%
82 Snapchat $21.61 Media & Entertainment n/a
83 Zara $21.38 Consumer Goods & Retail 0%
84 Ikea $21.02 Consumer Goods & Retail 17%
85 UnitedHealthCare $20.87 Insurance 32%
86 Lowe’s $20.67 Consumer Goods & Retail 51%
87 AIA $20.60 Insurance 16%
88 NTT $20.48 Telecom Providers 1%
89 Autodesk $20.45 Business Solutions & Tech Providers n/a
90 TD $20.21 Financial Services 17%
91 Orange $20.20 Telecom Providers 4%
92 DHL $20.14 Logistics 39%
93 Didi Chuxing $20.04 Cars & Transportation 0%
94 China Construction Bank $19.78 Financial Services -6%
95 Pampers $19.62 Consumer Goods & Retail 6%
96 KE $19.50 Consumer Goods & Retail n/a
97 Commonwealth Bank $19.47 Financial Services 48%
98 Bank of America $19.32 Financial Services 14%
99 Spotify $19.28 Media & Entertainment n/a
100 Colgate $18.89 Consumer Goods & Retail 8%

It’s the third consecutive year that Amazon has placed first on the list. Since last year’s ranking, the ecommerce brand has seen its value grow by 64%. Keep in mind, this accounts for all areas of Amazon’s business, including its web and subscription services.

Second on the list is Apple with a brand value of $612 billion. Apple wasn’t completely immune to the impacts of COVID-19—in the early days of the pandemic, its stock dipped almost 19% from record highs—but the company recovered and reported record-breaking revenue, generating $64.7 billion in Q4 2020.

It’s fitting that the top brands on the list are big tech companies since the pandemic pushed consumers online for both their shopping and entertainment needs. A few social media platforms placed high on the list as well, like Facebook, which rose two ranks this year to score the sixth spot with a brand value of $227 billion.

Instagram and TikTok trailed behind Facebook when it came to total brand value, but both platforms saw exceptional growth compared to last year’s report. In fact, when looking at brand value growth from 2020, both brands scored a spot in the top 10.

Insights into Brand Value Growth

The most valuable brand report has been ranking companies for over a decade, and some overarching factors have stood out as key contributors to brand value growth:

1. The Big Get Bigger

Starting “strong” can give brands an edge. This is because growth rate is closely correlated with high brand equity. In other words, a strong brand will likely see more growth than a weaker brand, which might explain why companies like Amazon and Apple have been able to hold their place at the top for several consecutive years.

Keep in mind, this doesn’t account for industry disruptors. An innovative company could come out of the woodwork next year and give the Big Tech giants a run for their money.

2. Marketing Makes a Difference

The right strategy can make a difference, and even smaller brands can make a splash if the message is impactful. Brands with emotional associations, like pride or popularity, tend to see that translate into brand value growth.

Companies like Nike and Coca-Cola have mastered the art of emotional advertising. For instance, in May last year, Nike released a video urging consumers to stand up for equality, in a video titled, “For Once, Just Don’t Do It.”

3. Smart Investment

It’s not just about developing an effective marketing strategy, it’s about executing that strategy, and continually investing in ways that perpetuate your brand message.

For instance, innovation is the core value of Tesla’s brand, and the electric car company walks the walk—in 2020, the company spent $1.5 billion on R&D.



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