BrandZ Top 100 Most Valuable Global Ranking reveals growing power and influence of technology
Investment in marketing and brand-building critical for business recovery post-COVID-19
Innovation and creativity key drivers of growth as BrandZ Top 100’s total worth hits $5 trillion and delivers US$277bn in additional brand value growth
Amazon maintains no. 1 spot and accounts for a third of the Top 100 total growth
TikTok enters the ranking for the first time at no. 79
The world’s most valuable brands have seen their total brand value increase by 5.9% despite the economic, social and personal impacts of COVID-19, according to the 2020 BrandZTM Top 100 Most Valuable Global Brands ranking released today by WPP and Kantar. The total brand value of the Top 100 global brands reached US$5 trillion, equivalent to the annual GDP of Japan. It has increased by 245% since 2006, when the total brand value first reached US$1 trillion.
The Top 100 most valuable brands have shown they are more resilient and less volatile in the current crisis than they were during the global economic crisis of 2008-9, adding an additional US$277bn of brand value growth over the past year. The BrandZ strong brands portfolios continued to outperform the market, including the S&P 500 and MSCI World Index, and even in the current crisis dipped less than the global average.
The ranking uses valuations data incorporating stock price performance from April 2020 to reflect the impact of COVID-19. Against a backdrop of uncertainty, those companies that have consistently invested in longer-term marketing and in building strong brands have managed to stave off the worst of the crisis. Prior to the global pandemic, total brand value of the Top 100 brands was set to increase by 9%.
Amazon maintained its position as the world’s most valuable brand, growing 32% to US$415.9bn. Having first entered the BrandZ Global Top 100 Most Valuable Brands ranking in 2006, Amazon’s value grew by almost $100bn this year and accounts for a third of the Top 100’s total growth.
Technology brands continued to dominate the top of the ranking, representing over a third (37%) of brand value in the Top 100 and growing overall by 10%. Apple maintained its position as the second most valuable global brand (+14%, $352.2bn) while Microsoft regained the no. 3 position (+30%, $326.5bn) ahead of Google (+5%, $323.6bn) at no. 4, due to the growth of its cloud-enabled workplace ecosystem that incorporates Office365 and Microsoft Teams, allowing people to maintain ‘business as usual’ during the lockdown.
Asian brands represented a quarter of the Top 100 brands, including 17 Chinese brands. Alibaba (+16%, no. 6, $152.5bn) was the most valuable Chinese brand with Internet services giant, Tencent (+15%, no. 7, $151bn) one place behind.
This year’s BrandZ Top 100 showed that innovation and creativity are key drivers of growth as people spend more time online. One of the most exciting new brands, short video-sharing social network TikTok (no. 79, $16.9bn) was the highest new entry this year, offering light-hearted, entertaining user-generated content.
David Roth, CEO of The Store WPP EMEA and Asia and Chairman of BrandZ, says: “The continued growth in value of the BrandZ Top 100 shows that strong brands are in a much better place than they were in the global economic crisis of 2008-9. We see a significant improvement in brand equity now compared to 10 years ago because businesses understand the importance of investing in brand-building and are stronger and more resilient as a result. While the impact of COVID-19 has impacted every business regardless of size or geography, consistent investment in marketing can and will help carry you through a crisis.”
The retail sector showed strong performance, growing the fastest (21%) in brand value driven by the major e-commerce players. Over half of brands in the media and entertainment category appeared in the top 20 risers, including Netflix (+34%, $45.9bn), up eight places to no. 26, Instagram (+47%, $41.5bn) up 15 places to no. 29, LinkedIn (+31%, $29.9bn, no.43), and Xbox (+18%, $19.6bn), up 22 places to no. 65.
Retail e-commerce brands Amazon, Alibaba and JD (+24%, no. 52, $25.5bn) demonstrated innovation and agility during difficult times, along with more traditional retailers like Walmart (+24%, no. 27, $45.8bn), which has invested in its e-commerce capabilities.
Brands have also found new and creative ways to engage with consumers, build trust and create a level of intimacy, particularly in health and wellness. Athleisure brand Lululemon (+40%, $9.7bn) was one of the fastest risers, having shifted its focus from yoga-inspired wear to work-appropriate clothing, as well as offering online classes for people at home.
Doreen Wang, Global Head of BrandZ at Kantar, comments: “Innovation has proven to be a key driver for growth in this year’s Top 100, and a way to prevent decline. Creativity is also an important trait for the world’s most valuable brands. Companies like Amazon, Apple and Google – the tech giants that keep on innovating – successfully combine both to continue being relevant to consumers’ lives and making it easier for them to choose a brand.”
Key trends highlighted in this year’s BrandZ Global Top 100 study include:
MasterCard entered the Top 10 for the first time this year, due to strong financial performance, supported by growing brand equity especially in engaging consumers: successfully fitting into the ‘ecosystem’ of their everyday lives and gaining a close emotional connection through its purposeful positioning.
Five new entrants appear in the Top 100, led by Chinese entertainment brand TikTok, followed by UnitedHealthcare (no. 86, $15.8bn), Bank of China (no. 97, $13.7bn), Lancôme (no. 98, $13.6bn) and Pepsi (no. 99, $13.3bn).
Building ecology has become a trend in the global business community. Haier (no. 68, $18.7bn) is the leading IoT ecosystem brand for the second year running.
US brands represented more than half of the Top 100 brands. Asian brands represented a quarter of the Top 100 brands, with 17 from China (including Alibaba and Tencent in the Top 10) and two from Japan (Toyota and NTT).
Sustainability is the new luxury – younger consumers expect the qualities associated with luxury, but with sustainable materials and less packaging. Four luxury brands made the Top 100 this year, led by Louis Vuitton (+10%, no. 19, $51.8bn).
butterscotchmango is a specialized Marketing & Media Consulting firm focusing on Marketing Optimization & Transformation, Digital Consulting & Transformation and Revenue Enhancement Media Solutions.
About the launch Bharat Rajamani states - A spoonful of absolute joy that makes you forget what came before - The right people, the right knowledge and the right mindset - That’s the recipe to taste marketing & media transformation.
Marketing & Media Consulting is my passion; embarking on this entrepreneurial journey, we are committed to create an agile and innovative platform that provides customized marketing solutions to our clients. At butterscotchmango, we believe in looking at the problem from client’s perspective, recommend an actionable solution and hand hold the client in its implementation. Implementation is where most consulting firms leave the client alone; we willing to address this gap and walk the entire path together with our client. Today, it is imperative that someone takes up the initiative to bridge this ever-widening gap of external consultants and preferred partners.
On the current Media and Marketing Shift, Bharat quickly adds, Honestly while we all are optimistic about the adaptation and subsequent growth of digital media- avoidance of other media is a tradeoff. Over the past 2 decades I have seen that each media like Print, OOH, Radio, Ambient etc have their critical role to play in the communication mix for brands. But yes, Television is still the medium with highest reach, even in the developed countries, and advertisers know this. And at the same time, digital has seen double digit growth over the years and will continue to do so in near future.
So rather than looking at each medium in isolation, advertisers and agencies are focusing on integrated media approach that utilizes strengths of each medium to enhance and complement that of other medium. While they are jumping to adapt and leverage digital media to the fullest- we will help them to make that leap by setting ground principles best suited for them.
The USP and biggest differentiator for butterscotchmango is its founding team. Professionally, we have been working together for over a decade, our thoughts are aligned and we share a common passion for Marketing & Media Consulting. Cumulatively we have over 60 years of work experience between the founding team members – Narayanan Ramachandran, Karandeep Singh, Mandeep Singh and myself.
Narayanan Ramachandran, Director and Founding Member adds “In Today’s scenario its critical for brands to leap and embrace digital marketing in the right way- there is no scope of error or time loss, we will help them embrace the new age technology across the gamut with pace and precision”
Karandeep Singh Director and Founding Member said “Today Indian Company’s need Consulting Firm armed with global perspective but being Indian at heart, we as a team bring that to the table along with our proprietary framework for marketing operations”.
Overall, we have come together for one reason, which is that, there is lot we all can offer clients. With the consulting experience and layering it with creative Data and media capabilities we believe that we can assist the client in their marketing transformation journey. More so in the current scenario when the marketing teams all over are embracing smart media and digital possibilities we can help them with strong blueprints in this journey to make it more exciting and risk-free.
Netflix is home to best in class, award-winning documentary shorts and whether you’re new to shorts or you’re already a fan, we’ve got some exciting titles for everyone. And this summer, we’re adding three new documentary shorts to our existing collection all of which are sure to uplift and inspire.
Here’s a look at what’s coming this summer:
The Claudia Kishi Club (July 10)
For many Asian American women (and other women of color), Claudia Kishi was the first time they saw themselves in popular media. A main character in the best-selling Baby-Sitters Club books, she was one of the only Asian Americans in 80s-90s popular culture. Not only was Claudia a rare Asian American protagonist, but she also defied stereotypical portrayals of Asian characters: she was creative, popular, and (gasp!) bad at school. For readers who craved seeing themselves in the media they consumed—not as exotic others or token sidekicks, but as fully realized human beings—Claudia was a revelation.
As a blossoming artist, Claudia was a special role model for aspiring young creators—many of whom are now making groundbreaking work of their own. The Claudia Kishi Club features a charismatic cast of Asian American artists and writers including Yumi Sakugawa, Sarah Kuhn, and Phil Yu. With nostalgic readings, personal recollections, and DIY-style stop motion collages, this film is a timely and unique exploration of the importance of representation in media.
The Speed Cubers (July 29)
Speed Cubing, which is the competitive sport of solving a Rubik’s Cube in mere seconds, has grown into a worldwide phenomenon in recent years. For nearly a decade in the sport, Feliks Zemdegs from Australia, has reigned unchallenged as the king of cubers, the greatest of all time. That is, until now. The cubing world was stunned when an unknown challenger named Max Park from California took home the Gold medal in 2017 and emerged onto the global stage. Since then, Max’s rise to the top has been swift and steady, save for one obstacle in his way – Feliks. The two have been trading wins and world records steadily, neither one able to truly dominate while the other still competes. But rather than developing into a bitter rivalry, Feliks and Max have instead grown their competitive relationship into a tender yet complicated friendship.
Max is highly autistic and his family has been using speed cubing as a means of therapy for his nascent social skills and emotional development. They would have never guessed that Max’s biggest rival in speed cubing would become his biggest ally in his struggles with autism. Our story finds Max and Feliks on the threshold of another World Championship, both driven to win but both rooting for each other’s success. Between the two friends, though, there can only be one champion. Who will it be? But perhaps more importantly, will their friendship survive the answer?
John Was Trying to Contact Aliens (August 20)
John Shepherd had a special mission in life: to make contact with aliens. Over the course of thirty years John transformed his grandparents' home in rural Michigan into an incredible laboratory from which he broadcast music millions of miles into space. John Was Trying to Contact Aliens charts the rise and fall of this one man SETI project, before opening up into a broader story about the human need for connection. Winner of the Short Film Jury Award: Nonfiction at the 2020 Sundance Film Festival.
Netflix is home to Academy Award® winning documentary shorts like The White Helmets and Period. End of Sentence., as well as Academy Award® nominated titles like Life Overtakes Me, End Game, Heroin(e) and Extremis.
Additional titles in our Original Documentary Shorts collection include:
Ghosts of Sugar Land
Ram Dass, Going Home
Lessons from a School Shooting: Notes from Dunblane
Lorena, La De Pies Ligeros
All in My Family
A Tale of Two Kitchens
Little Miss Sumo
After the Raid
The Trader (Sovdagari)
Out of Many, One
A 3 Minute Hug
At WWDC20, Apple surprised audiences with a first look at “Foundation,” the highly anticipated Apple Original drama series based on the internationally revered and award-winning Isaac Asimov novel series of the same name.
In the teaser trailer, showrunner and executive producer David S. Goyer unveils a glimpse into the making of the epic saga, which chronicles a band of exiles on their monumental journey to save humanity and rebuild civilization amid the fall of the Galactic Empire.
“Foundation” stars SAG Award winner and Emmy nominee Jared Harris as Hari Seldon; Lee Pace as Brother Day; Lou Llobell as Gaal; Leah Harvey as Salvor; Laura Birn as Demerzel; Terrence Mann as Brother Dusk; and Cassian Bilton as Brother Dawn.
“Foundation" is executive produced by Robyn Asimov, David S. Goyer, Josh Friedman, Cameron Welsh, David Ellison, Dana Goldberg and Marcy Ross. The series is produced for Apple by Skydance Television.
“Foundation” will debut exclusively on Apple TV+, the first all-original video subscription service and home to award-winning series and films from today’s biggest storytellers.
From macOS Big Sur to iOS 14, iPadOS 14, watchOS 7, and tvOS 14, here are the biggest features announced at WWDC20.
Apple kicked off its all-online Worldwide Developers Conference bringing together millions of developers and fans from across the globe for the Special Event Keynote and Platforms State of the Union. The day was filled with announcements and innovations that will push the experience of Apple platforms and products even further. From macOS Big Sur, featuring the biggest design upgrade since the introduction of Mac OS X, to watchOS 7, the new App Library in iOS 14, and enhanced handwriting capabilities with Apple Pencil in iPadOS 14, here are some of the most groundbreaking features and app development tools unveiled at WWDC20.
macOS Big Sur
Safari, already the world’s fastest desktop browser, gets its biggest update ever, bringing even faster performance and new features, all while protecting user privacy. Users can customise the new start page with a background image and sections like their Reading List and iCloud Tabs, and further personalise their experience with improved support for extensions. The Mac App Store makes it easy to discover and download great Safari extensions with a new category that includes editorial spotlights and top charts.
Mac Catalyst, which debuted with macOS Catalina last year, has made it easy for developers to bring their iPad apps to the Mac. In macOS Big Sur, Mac Catalyst apps automatically inherit the new look, while giving developers powerful new APIs and total control over the look and behaviour of their apps.
The App Library automatically organises all of a user’s apps into one simple, easy-to-navigate view, and intelligently surfaces apps that may be helpful in the moment.
App Clips, designed to be discovered the moment it is needed, load a small part of an app experience within seconds to complete a specific task, such as renting a scooter, purchasing a coffee, or filling a parking meter.
Pinned conversations in Messages enable users to easily keep up with lively group threads through mentions and inline replies.
New cycling directions in Maps take into account elevation, how busy a street is, and whether there are stairs along the route.
Scribble with Apple Pencil allows users to write in any text field where it will automatically be converted to typed text, making actions like replying to an iMessage or searching in Safari fast and easy.
Search on iPad has been rebuilt from the ground up with a new compact design, enabling users to start a search from anywhere, without having to leave the app they are in.
In a first-of-its-kind innovation for a wearable, Apple Watch automatically detects handwashing to initiate a 20-second countdown timer. If the wearer finishes early, they’ll be prompted to keep washing.
Apple Watch introduces sleep tracking, taking a holistic approach to sleep by providing valuable tools to help users get the desired amount of sleep, get to bed on time, and create a pre-bedtime routine to meet their sleep goals.
In watchOS 7, Apple Watch wearers can now share watch faces that are infinitely customisable and personalised, inclusive of complications, through Messages or Mail, and discovered through the App Store or even from links through websites and social media channels.
Apple TV users can now access HomeKit-enabled video cameras and accessories by using Siri or Control Center, and receive doorbell notifications on the big screen with live feeds showing who is there.
tvOS 14 expands multi-user capabilities to include Apple Arcade and other games, so everyone in the house can instantly resume their favourite games exactly where they left off. Through Control Center, players can easily switch between users, their game progress, Game Center achievements, leaderboards, and friends.