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Tuesday, October 27, 2020

C-Suite Advisory

Top 10 Most Valuable Global Brands For 2020

WPP and Kantar released at the end of June, the 2020 BrandZ™ Top 100 Most Valuable Global Brands ranking. The total brand value of the Top 100 global brands is equivalent to the annual GDP of Japan. More specifically, the total brand value of the Top 100 global brands reached 5 trillion dollars. It has increased by 245% since 2006, when the total brand value first reached one trillion dollars.

Amazon tops the list with the world’s most valuable brands. Amazon’s brand value for 2020 is estimated at 415,8 billion dollars, showing growth 32% compared to 2019. Amazon was also in 2019 at the top of the list with the world’s most valuable brands.

Apple comes second at the list with total brand value for 2020 at about 352,2 billion dollars. Apple showed growth 14% in 2020 compared to 2019. Apple was also in 2019 second at the list with the world’s most valuable brands.

Closely follows Microsoft at the 3rd place of the list. Microsoft’s brand value for 2020 is estimated at about 326,5 billion dollars, showing growth 30% compared to 2019. Microsoft was at the 4th place of the list with the world’s most valuable brands in 2019.

Google comes at number 4 of the list with total brand value for 2020 at about 323,6 billion dollars. Google showed growth 5% in 2020 compared to 2019. The technology brand was third at the list with the world’s most valuable brands in 2019.

Visa completes the top 5 most valuable brands for 2020. Visa’s total brand value for 2020 reached 186,8 billion dollars, showing growth 5% compared to 2019. Visa was also at the number 5 of the list with the most valuable brands in 2019.

Retail e- commerce brand Alibaba is at number 6 of the list with total brand value for 2020 at about 152,5 billion dollars. Alibaba showed growth 16% in 2020 compared to 2019. The retail e-commerce brand was at place 7 of the list with the world’s most valuable brands in 2019.

Tencent, Facebook, McDonald’s and Mastercard come at 7th, 8th, 9th and 10th place of the list with the most valuable brands for 2020. Tencent’s brand value for 2020 is about 150,9 billion dollars. The brand showed growth 15% compared to 2019, while it was 8th at the list with the most valuable brands globally in 2019.

The technology giant Facebook has brand value at about 147,1 billion dollars, reduced by 7% compared to 2019. Facebook was at the 6th place of the list in 2019.

The value of the brand McDonald’s for 2020 is 129,3 billion dollars, reduced by 1% compared to 2019. McDonald’s retained the same place at the list in 2020 as in 2019.

Mastercard gained two places at the list in 2020 compared to 2019. The value of the brand for 2020 is about 108,1 billion dollars and has showed growth 18% in 2020 compared to 2019. Not to forget to mention that Mastercard entered the Top 10 for the first time this year, due to strong financial performance.

Furthermore, five new entrants appear in the Top 100 for 2020. First one is the Chinese entertainment brand TikTok, followed by UnitedHealthcare (no. 86, $15.8bn), Bank of China (no. 97, $13.7bn), Lancôme (no. 98, $13.6bn) and Pepsi (no. 99, $13.3bn).

American brands represented more than half of the Top 100 brands. Asian brands represented a quarter of the Top 100 brands, with 17 from China (including Alibaba and Tencent in the Top 10) and two from Japan (Toyota and NTT).

The retail sector was the one that showed strong performance, growing the fastest (21%) in brand value driven by the major e-commerce players. More than half of the brands in the media and entertainment category appeared in the top 20, including Netflix (+34%, $45.9bn), up eight places to no. 26, Instagram (+47%, $41.5bn) up 15 places to no. 29, LinkedIn (+31%, $29.9bn, no.43), and Xbox (+18%, $19.6bn), up 22 places to no. 65.

The luxury brand Louis Vuitton is included at the top 100 and specifically at number 19 of the list. It’s brand value is estimated at about 51,8 billion dollars for 2020.


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Maria Gourtsilidou
Maria Gourtsilidou is Senior Editor of Research and Data Analytics at the CEOWORLD magazine. She is responsible for driving thought leadership, using data analytics to showcase the company’s products and services, and fostering knowledge sharing between CEOWORLD magazine and client organizations. She studied Public Administration (Economics Of The Public Sector) in Greece and holds a Bachelor’s in Public Administration from the Panteion University of Political & Social Studies. Follow Maria Gourtsilidou on Twitter. Write at maria-gourtsilidou@ceoworld.biz.