Research : BrandZ Top 100 most valuable global brands

BrandZ Top 100 Most Valuable Global Brands reveals growing power and influence of technology. 

https://www.themarketingblog.co.uk/2020/06/130522/

 

• Amazon maintains no.1 spot and accounts for a third of the Top 100 total growth

• UK brands Vodafone, HSBC and Shell remain in the Top 100 ranking

• Brand-building and smart investments in marketing critical for business recovery post-COVID-19

Despite the economic, social and personal impacts of COVID-19 and market uncertainties surrounding post-Brexit Britain, the UK has retained three brands in the 2020 BrandZ^TM Top 100 Most Valuable Global Brands ranking released today by WPP and Kantar.

Telecoms, banking and energy are among the hardest hit categories affected by the ongoing pandemic and previous economic instability over the last 12 months. Although positioned in these slightly lower growth categories, UK brands Vodafone (no.55, $23.1bn), HSBC (no.67, $18.8bn) and Shell (no.83, $16.1bn) remain in this year’s BrandZ Top 100 ranking, which has increased in overall brand value by 5.9% to almost US$5 trillion – equivalent to the annual GDP of Japan. Prior to the global pandemic, the total brand value of the Top 100 brands was set to increase by 9%.

Amazon the largest online ecommerce player continued to invest heavily in digitisation and online to offline (O2O) and drove retail category growth. This helped it maintain the top position for the second year running as the world’s most valuable brand, growing 32% to US$415.9bn. Amazon’s value grew by almost $100bn this year and accounts for a third of the Top 100’s total growth.

Short video-sharing social network TikTok (no. 79, $16.9bn) was the highest new entry this year, offering light-hearted, user-generated content; something consumers have found particularly fun and engaging whilst in lockdown during the COVID-19 pandemic.

Jane Bloomfield, Chief Growth Officer, Kantar UK

Jane Bloomfield, Chief Growth Officer, Kantar UK said: “Against a backdrop of uncertainty, those companies that have consistently made smart investments in longer-term marketing and in building strong brands have managed to stave off the worst of the crisis to date.

Our BrandZ data allows business leaders to understand how much ‘brand’ drives their business revenues and growth.

It also provides valuable information on what brands must do to help them remain relevant and adapt to changing consumer needs. COVID-19 has indiscriminately impacted everyone, including UK brands. However, consistent investment in marketing can and will help carry you through a crisis.”

The BrandZ Top 10 Most Valuable Global Brands 2020