The most valuable brands in the world experienced record growth during 2020 – the year marked by the pandemic – according to an annual ranking carried out by the consulting firm Kantar.
The brands, led by the US companies Amazon and Apple, registered a boost derived from consumer confidence and the ability of brands to meet the new needs of customers arising from the pandemic.
During 2020, the value of the 10 most important brands according to the Kantar list rose 42% to 7.1 trillion dollars, a record figure that exceeds the average annual growth of the last 15 years, The increase in the value of brands It has also been given as part of “the confidence derived from the availability of vaccines, the economic stimulus packages and the improvement of the GDP outlook,” Kantar said in a press release.
Kantar’s ranking is led by technology companies Amazon, Apple, Google and Microsoft. But it is the carmaker Tesla that increased its value the most during the year, with a growth of 275% to reach 42,606 million dollars.
Amazon continued to be the most valuable brand in the world and in 2020 it registered a growth of 64%, with which it managed to add a valuation of 683,852 million pesos. The technology company founded by Jeff Bezos and Apple broke the $ 500 billion barrier.
Other technology companies increased their value significantly: Zoom, for example, entered the ranking of the London consultancy for the first time with a valuation of $ 36.927 million.
Many of the brands, Kantar explains, benefited from the increased time consumers spent at home, such as the case of the media and clothing, mainly those focused on sports and not on fast fashion.
Thus, companies such as Adidas, Nike and Puma increased their value by 50%. Retailers, a segment hit by the decline in consumption during the pandemic, increased their brand value by 48%, mainly driven by e-commerce companies, such as the giant Alibaba.
Other companies, which traditionally market their products through physical stores, also benefited during 2020, mainly derived from the growth of electronic commerce. Home Depot grew 22% and Walmart 30%.
The London-based consultancy that has found that in addition to the usual variants that matter to users – such as service experience or product range – the pandemic emphasized trust and reliability as the main values for growing a company. brand.
