Interbrand Releases 2020 Best Global Brands Report: Apple, Amazon retain leading positions
Amid a global pandemic with its significant impact on business in 2020, Interbrand has announced brands that have fared best in its 2020 Best Global Brands ranking.
As expected, social media and communication brands have fared well in the past 12 months, with Instagram (#19), YouTube (#30) and Zoom (#100) entering the rankings for the first time. Tesla has also re-entered the rankings at #40 with a brand value of US$12,785M, having last appeared in the Best Global Brands table in 2017.
Other top performers include Amazon, ranking #2, increasing brand value by 60%, with a valuation of US$200,667M. Media companies have also seen success among the turmoil created by COVID. Spotify (#70), saw brand value increase by 52% to US$8,389M – jumping 22 places in the ranking, while Netflix rose to #41 with a 41% increase to US$12,665M. Business models have played a role in this success, with 62% of double-digit risers relying on significant subscription model businesses.
While Apple retained its top spot in the table, Microsoft’s increase in value this year (US$166,001M) 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 (US$62,289M) has broken into the top five for the first time ever.
The remainder of the Top 10 comprises: Coca-Cola #6 (US$56,894M), Toyota #7 (US$51,595M), Mercedes-Benz #8 (US$49,268M), McDonald’s #9 (US$42,816M) and Disney #10 (US$40,773M). The top ten brands accounts for 50% of the total table value this year.