Interbrand has released its 2020 Best Global Brands rankings, amid the global pandemic with its significant impact on businesses. According to the report, 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 reentered the rankings at #40 with a brand value of US $12,785 million, having last appeared in the Best Global Brands table in 2017.

Media companies have also seen success among the turmoil created by the pandemic. Spotify (#70), saw brand value increase by 52 per cent – jumping 22 places in the ranking, while Netflix rose to #41 with a 41 per cent increase. The business model has played a major role in this success, with 62 per cent of double-digit risers relying on significant subscription model businesses.

Among the top ten on the list, Amazon was a top performer, ranking #2 and increasing brand value by 60 per cent. While Apple retained its top spot in the table, Microsoft 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 at #5 has broken into the top five for the first time ever.

The remainder of the top ten comprises Coca-Cola, Toyota, Mercedes-Benz, McDonald’s and Disney. The top ten brands account for 50% of the total table value this year.

Numerous brands faced the brunt of the novel coronavirus, as seen with global shop closures causing the brand values of Zara (#35) and H&M (#37) to fall by 13 per cent and 14 per cent respectively, with both dropping at least six places in this years’ ranking. After two years as the top growing sector, luxury brands took a hit in 2020, with all but one brand value (Hermes #28) falling between 1-9 per cent.

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Other brands and industries have benefited from the ‘Covid effect’, notably logistics which saw an average of 5 per cent growth – UPS (#24), FedEx (#75) and DHL (#81) all saw positive brand valuation growth, as the logistics sector became more central to our lives in lockdown.

PayPal (#60), Visa (#45) and Mastercard (#57) have also risen in the rankings as there has been a sudden shift to electronic as the primary payment method.

Raja Rajamannar, chief marketing and communications officer, Mastercard, said, “Reports like Interbrand’s Best Global Brands are important for companies to better understand how we’re being perceived in consumers’ hearts and minds. Especially during these unprecedented times, when consumer behaviors have shifted and trust is more important than ever, these rankings are a way for us to better understand how we can best serve our communities.”

The overall value of the table has increased 9 per cent from 2019. Driving growth of the table is big tech. Average brand value growth among all growing brands was 14 per cent while average growth of technology and tech platform brands was 20 per cent. Technology and tech platform brands now represent 48 per cent of total table value versus only 17 per cent in 2010. The top 3 brands in the table (all tech) represent 30 per cent of the value of the entire table versus only 16 per cent in 2010.

Ashish Mishra, managing director, Interbrand India, said, “In such times, brands need to be more human than ever. And like a fellow human, be sensitive, sensible, proximate and inspiring.”

Brands can build economic resilience, individual confidence and make good on the possibility of a better future for consumers with three priorities which were revealed in the analysis of the report:

• Leadership: setting a worthy purpose and a powerful ambition beyond turbulence and chaos helps brands to put a flag in the future.

• Engagement: great brands make consumers want to be part of their story by taking them on a shared journey.

• Relevance: a voice in the crowd – great brands lift consumers from indifference and make consumer choices meaningful.

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Charles Trevail, global chief executive officer, Interbrand, said, “Leadership, engagement and relevance are three consistent themes we are seeing as brands try to navigate the rapidly changing business landscape. They are the keys to unlock results in the current crisis, building customer confidence and business resilience. By setting out powerful ambitions and pursuing them with courage and conscience, brands can help us lift our heads, make sense of chaos, and see beyond it, championing a new decade of possibility.”