Mediaboss Marketing

Interbrand has released its Best Global Brands report. Apple (US$408,251m)once again takes the top spot in the table, followed byAmazon (US$249,249m).Having overtaken Google in 2020,Microsoft (US$210,191m) has preserved its place in the top three. The top three brands account for a third (33%) of the total table value this year.

The remainder of the Top 10 comprises: Google #4 (US$196,811m), Samsung #5 (US$74,635m), Coca-Cola #6 (US$57,488m), Toyota #7 (US$54,107m), Mercedes-Benz #8 (US$50,866m), McDonald's #9 (US$45,865m) and Disney #10 (US$44,183m).

The overall value of the table has increased toUS$2,667,524m(up 15% fromUS$2,326,491m2020), which is the biggest growth rate in the past 22 years of Interbrand's Best Global Brands.

The average brand value increase in 2021 is 10%, significantly larger than the 1.3% in 2020, owed largely to the economic disruption caused by COVID-19. Technology is the fastest growing sector, with an average brand value change of 23% year-on-year. It is also the most valuable sector by average brand value, followed by beverages and sporting goods.

Tesla (ranked 14) makes the biggest leap up the table and is the fastest growing brand of the past year with an unprecedented 184% increase in brand value after re-entering the rankings in 2020. Sephora (#100) is the only new entrant for 2021, making LVMH Group the biggest group entity, with five brands in the table.

On the surface, the 2021 Best Global Brands report suggests that market dynamics are returning to a semblance of normality. In contrast to last year, the vast majority have recognised growth, and the average brand value increase of the Best Global Brands is 10% in 2021, compared to 1.3% in 2020,"commentedCharles Trevail, Global CEO, Interbrand.

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Interbrand Best Global Brands: Apple, Amazon and Microsoft take top three spots - Exchange4Media