Amazon maintained its position as the most valuable brand in the world, increasing its value by almost a third to $ 415.9 billion compared to last year, according to a ranking by consultancy Kantar published Tuesday.
BrandZ’s annual list of the 100 most valuable global brands ranks companies, combining their market capitalization with consumer surveys 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 overtook Google and became the third most valuable brand in the world. This increase is partly due to the increased use of Microsoft Teams collaboration software as employees worked from home during the coronavirus pandemic, according to the report.
While news of the coronavirus outbreak caused stocks to decline in March, stock prices of online companies like Amazon, which offer basic consumer products, saw an increase in April with the closing of physical stores (the answer from the e-commerce giant to the pandemic). criticized, however).
“While consumer confidence in home delivery during the pandemic has increased Amazon’s logistics capabilities, it has also affirmed Amazon’s strength,” said the Kantar report.
Alibaba is sixth on the BrandZ list, valued at $ 152.5 billion, an increase of 16% over the previous year, while the JD.com brand valuation rose 24% to $ 25.5 billion, according to Kantar.
“Brands that allowed people to navigate life with digital devices and get convenience and comfort, generally increased in value or at least surpassed their category,” said the report.
Brands are also in a better position to survive this financial crisis than in 2008-2009, according to David Roth, President of BrandZ. “Companies understand the importance of investing in building the brand and, as a result, are stronger and more resilient,” he said in a statement sent to CNBC.
The Chinese video-sharing app TikTok is the newest entry in the top 100 list, with a valuation of $ 16.9 billion and a rating higher than brands like KFC, Uber and Adidas. “TikTok is one of the most exciting and creative brands that we saw in the top 100 some time ago and it was a game changer during the pandemic,” said Elspeth Cheung, global head of ratings for BrandZ at Kantar, in an e-mailed statement. . But the brand owned by ByteDance is still overshadowed by rival social media app Instagram, whose brand is valued at $ 41.5 billion by Kantar and Facebook.
The total value of the 100 brands on the list reached US $ 5 trillion, an increase of 5.9%. Before the pandemic, its value was expected to increase by 9%, according to Kantar.
The BrandZ ranking was commissioned by the advertising group WPP and is conducted by Kantar. He analyzed more than 17,000 brands in 51 countries. The vast majority of consumers were surveyed online over a period of one year, with some in low-income groups surveyed in person. For a typical brand, the margin of error for survey data is less than 3%, according to Kantar.
BrandZ’s 10 Most Valuable Global Brands in 2020 (US $ million)