The fifteenth edition of the BrandZ ranking has been released, revealing the top 100 most valuable brands of the moment. This year, the cumulative value of the brands in the Top 100 has increased by 6%, reaching a staggering $5,000 billion. This increase is slightly lower than the pre-Covid 19 forecasts, but it is still a more moderate drop compared to the 2008 crisis.
The study analyzed over 17,500 brands across fifty different markets, taking into account factors such as financial performance, positioning, opinion studies, and consumer preferences. It is worth noting that more than half of the entities in the ranking are American, while Asian brands make up less than a quarter of the list, including 17 Chinese brands.
Tech brands are dominating this year’s ranking, with 37% of the total value of the Top 100 attributed to this segment. The top four brands are Amazon, Apple, Microsoft, and Google, with Amazon taking the lead with a value of $415.9 billion. Visa, Alibaba, Tencent, Facebook, McDonald’s, and Mastercard complete the top 10. Additionally, there are five newcomers to the ranking this year, including the popular social network TikTok and beauty brand Lancôme.
In terms of luxury brands, their value has seen a slower growth compared to previous years. This year, the value of luxury brands increased by 3%, while it was 29% and 28% in 2019 and 2018 respectively. However, some luxury brands like Louis Vuitton, Hermès, and Gucci have still managed to experience value growth. The report emphasizes the influence of young consumers in shaping the luxury sector and highlights the importance of combining heritage and contemporary relevance in brand strategies. The study also stresses the significance of brands demonstrating social and environmental responsibility.
Overall, the BrandZ ranking provides valuable insights into the most valuable brands of the moment, showcasing the dominance of tech brands and highlighting the evolving nature of the luxury sector. The full study can be accessed here.
Useful links:
– BrandZ Ranking
– Full Study
