(Publ. 26 NOV 2020) Apple retained its top spot and Amazon is the top performer, ranking #2 and increasing brand value by 60%, according to the list of the world’s highest valued trademarks. New entries this year are Instagram, YouTube and Zoom. Some brands have benefitted of the Covid pandemic effect, such as Amazon, Spotify (52% increase) and Netflix (41%), who are the biggest risers. While Zara and H&M both dropped at least six places. Scandinavian brands in the top 100 rankings are IKEA, H&M, Spotify and Lego. This is presented in Interbrand’s annual Best Global Brands report, released in October 2020.

Microsoft’s increase in value this year means it has overtaken Google (#4) to reach the number 3 spot. Google has moved out of the top three for the first time since 2012. Meanwhile Samsung #5 has broken into the top five for the first time ever. The top ten brands accounts for 50% of the total table value this year.

Tesla has re-entered the rankings at #40 with a brand value of $12,8B, having last appeared in the Best Global Brands table in 2017. Also, Johnny Walker has re-entered at #98 with a brand value of $4,6B.

Technology is the fastest growing sector, while retail struggled amid a global pandemic. As expected, social media and communication brands have fared well in the past 12 months, with Instagram (#19), YouTube (#30) and Zoom (#100). Media companies have also seen success among the turmoil created by the pandemic. Spotify (#70), saw brand value increase by 52% to $8,4B – jumping 22 places in the ranking, while Netflix rose to #41 with a 41% increase to $12,7B.

Other brands and industries have benefitted from the pandemic effect, notably logistics which saw an average of 5% growth; UPS (#24), FedEx (#75) and DHL (#81) all saw positive brand valuation growth. PayPal (#60), Visa (#45) and Mastercard (#57) have also risen in the rankings, 12, 10 and 5 places respectively.

The ranking is produced by the international consultancy firm Interbrand and has been published annually since 1988. There are three key components to their methodology of valuations; an analysis of the financial performance of the branded products or services, the role the brand plays in purchase decisions and the brand’s competitive strength and its ability to create loyalty and, therefore, sustainable demand and profit into the future.

Below you can see the changes in the list with the brands’ position and the brand value:

Top 10:
1. Apple ($ 323B)
2. Amazon ($ 201B)
3. Microsoft ($ 166B)
4. Google ($ 165B)
5. Samsung ($ 62,2B)
6. Coca Cola ($ 57B)
7. Toyota ($ 51,6B)
8. Mercedes ($ 49,2B)
9. McDonalds ($ 43B)
10. Disney ($ 41B)

Top Risers in Ranking Amid Global Covid Lockdowns (increase in %):
2. Amazon (60%, $ 201B)
70. Spotify (52%, $ 8,4B)
41. Netflix (41%, $ 12,7B)

New Entries:
19. Instagram ($ 26B)
30. YouTube ($ 17.3B)
100. Zoom ($ 4.5B)

Scandinavian companies:
25. IKEA ($ 19B)
37. H&M ($ 14B)
70. Spotify ($ 8,4B)
72. Lego ($ 7,6B)

For a complete list of the Top 100 brands, please click this link>>