Interbrand, a New York-based marketing and branding consultancy, under Omnicom Group, has released their report on the Best Global Brands 2020, wherein the top five spots have been clinched by the world’s leading tech companies.
California-headquartered Apple Inc. retained its number one spot for the eighth year, with value growth of 38 percent this year. Amazon ranked second, its value increased by 60 percent, while Microsoft overtook Google to settle in at number three, and the latter slipped to the fourth position for the first time since 2012. Samsung, at number five, made it to the top five list for the first time ever.
The 2020 list has a few firsts as well. As social media and mass communication companies have been dominating 2020. Instagram ranked 19, YouTube ranked 30 and Zoom clinched the 100th position, marking its debut in the Top 100. Tesla, too, which last appeared in Interbrand’s BGB table in 2017 re-entered at number 40 with a brand value of $12,785 million.
Audio and video streaming platforms too witnessed a surge in their brand values, with Spotify at spot 70, growing by a 52 percent increase in value and Netflix at spot 41 seeing saw an increase of 41 percent.
Interbrand says that business models have played a big role in value growth and success, with 62 percent of double-digit risers banking on subscription models.
Interbrand’s BGB 2020 table’s overall value has risen up by 9 per cent to US$2,336,491m. Technology brands represent 48 percent of the total table value versus only 17 percent in 2010. And the top three brands (all tech) represent 30 percent of the value of the entire table versus only 16 percent in 2010.