Ranking The World’s Most Valuable Brands
Due to its intangible nature, the power of a brand can be difficult to translate to a balance sheet. That said, a brand that truly connects with consumers and stands the test of time can deliver immense financial value.
Today’s graphic pulls data from the 2020 edition of Brand Finance’s annual Global 500 report, which ranks the world’s top brands by value using a multi-dimensional formula.
By quantifying the true value of a brand, investors and key decision makers can identify value that extends beyond quarterly earnings reports.
How much are brands really worth?
A Closer Look at the Leaderboard
With 18% growth in the last year resulting in an eye-watering brand value of $220 billion, Amazon is a clear winner as the world’s most valuable brand—towering over Google and Apple’s brand valuations. As the largest online marketplace on the planet, Amazon relies on innovative technologies and investments in fast-growing sectors, such as healthcare, to create a diverse retail ecosystem.
Although tech companies command five of the top 10 spots in the ranking, brands from more traditional industries are hot on their tails.
Here are the top 100 most valuable brands according to the report:
|Ranking||Brand||2020 Brand Value||YoY % Change||Country||Sector|
|#13||China Construction Bank||$62B||-10.2%||China||Banking|
|#18||Agricultural Bank of China||$55B||-0.7%||China||Banking|
|#20||Bank of China||$51B||-0.7%||China||Banking|
|#21||The Home Depot||$50B||7.3%||United States||Retail|
|#23||Shell||$47B||12.4%||Netherlands||Oil & Gas|
|#24||Saudi Aramco||$47B||N/A||Saudi Arabia||Oil & Gas|
|#29||Wells Fargo||$41B||2.3%||United States||Banking|
|#33||PetroChina||$38B||3.3%||China||Oil & Gas|
|#34||Coca-Cola||$38B||4.8%||United States||Soft Drinks|
|#39||Bank of America||$35B||-3.6%||United States||Banking|
|#42||Sinopec||$33B||14.7%||China||Oil & Gas|
|#47||Deloitte||$32B||9.6%||United States||Commercial Services|
|#51||American Express||$29B||6.2%||United States||Commercial Services|
|#53||United Healthcare||$28B||-7.4%||United States||Healthcare|
|#54||Sumitomo Group||$28B||4.5%||Japan||Mining, Iron & Steel|
|#56||VISA||$27B||-3%||United States||Commercial Services|
|#59||Accenture||$25B||-3.8%||United States||IT Services|
|#61||CSCEC||$25B||-3.3%||China||Engineering & Construction|
|#62||PWC||$25B||-0.3%||United States||Commercial Services|
|#64||Mitsui||$24B||15.8%||Japan||Mining, Iron & Steel|
|#65||General Electric||$24B||-14.4%||United States||Engineering & Construction|
|#66||EY||$24B||2.1%||United Kingdom||Commercial Services|
|#69||BP||$23B||2.6%||United Kingdom||Oil & Gas|
|#71||Total||$23B||8.1%||France||Oil & Gas|
|#74||China Merchants Bank||$23B||1.8%||China||Banking|
|#75||JP Morgan||$23B||15.3%||United States||Banking|
|#76||Boeing||$23B||-29%||United States||Aerospace & Defence|
|#78||SK Group||$22B||-17.5%||South Korea||Telecoms|
|#82||Hyundai Group||$21B||-2.8%||South Korea||Automobiles|
|#84||Siemens||$21B||-7.2%||Germany||Engineering & Construction|
|#85||TATA Group||$21B||2.3%||India||Engineering & Construction|
|#86||Mastercard||$21B||8.4%||United States||Commercial Services|
|#87||Bosch||$20B||-14.6%||Germany||Engineering & Construction|
|#92||Pepsi||$19B||2.2%||United States||Soft Drinks|
|#98||Chevron||$18B||4.7%||United States||Oil & Gas|
|#100||Dell Technologies||$18B||-22.9%||United States||Tech|
American retail giant Walmart enters 2020’s top 10 ranking with an impressive brand value increase of 14% to $77.5 billion. The retailer’s recent success could be partially attributed to its growing strategic partnership with Microsoft—which currently sits in sixth place. By tapping into Microsoft’s cloud services, Walmart can now provide a digital first retail experience for its customers.
Another brand that has experienced remarkable growth is China’s leading insurance company, Ping An. With 19.8% growth, resulting in a brand value of $69 billion, the financial conglomerate’s aggressive focus on fintech R&D has garnered the company 200 million retail customers and 500 million internet users—making it one of the largest financial services companies in the world.
While the majority of the world’s most valuable brands hail from the U.S. or China, which brands lead by region?
Most Valuable Brands by Region
Not surprisingly, Amazon leads as the most valuable B2C brand across the Americas, with the exception of Latin America. Beer brand Corona, was crowned as the leader in this region, boasting a brand value of $8.1 billion.
In Europe, German companies outperformed other countries, with automotive brand Mercedes-Benz holding the title for the most valuable B2C brand for that continent—despite China being its biggest market.
On the other side of the world, Samsung reigns as Asia’s most valuable B2C brand. The company owns 54% of the nascent 5G market globally, having shipped 6.7 million 5G phones in the last year alone.
A Brand Eat Brand World
Whether brands are regional or global leaders, they still face the threat of being knocked of their perch by brands experiencing significant growth.
Climbing to the Top
With an increase of 65% to $12.4 billion, Tesla is officially the fastest-growing brand in the world. Despite concerns over not being able to keep up with demand, the electric car company is expected to exceed 500,000 vehicle deliveries in 2020. Having recently posted over $7 billion of revenue in the fourth quarter of 2019, the success of Tesla’s innovative models is sure to rattle the automotive brands in the ranking.
However, not everything comes down to innovation. European retailers Lidl and Aldi have seen growth of 40% and 37% respectively, and are only getting started.
After disrupting Europe’s entire supermarket industry by offering quality products at significantly lower prices, the chains now have their sights set on the U.S. market, with Aldi expected to surpass Kroger in sales.
Despite the unprecedented disruption caused by e-commerce, the popular assertion that entering digital operations brings instant success while bricks and mortar stores are doomed for extinction is being proved wrong
—David Haigh, CEO Brand Finance
In contrast, there are also well established brands that have struggled to retain brand value.
Racing to the Bottom
Chinese search engine Baidu—also known as the Google of China—recorded the largest drop in brand value, decreasing by 54% to $8.9 billion. The brand has struggled with a poor reputation and intensifying market competition. As a result, the brand’s revenues and subsequently its brand value were heavily impacted.
Boeing is a prime example of the unpredictability of brand value. As a company that once imbued trust and excellent safety standards, the brand’s value has dropped by 29% due to the recent reports of accidents that have tarnished its reputation.
The True Power of Brand
Boeing’s recent hardships reflect the volatile nature of brand value. While 244 brands in the entire ranking have increased their brand value year-over-year, another 212 have taken a hit.
Part of a brand’s purpose is to manage reputation, retain loyal customers, and generate awareness. Given that a brand is the sum of its parts, the ranking proves that an issue with any of these things could trigger a chain reaction, negatively impacting a brand’s bottom line.
So is it worth companies investing in their brand? All signs point to yes, for now.
Which Asian Economies Have the Most Sustainable Trade Policies?
The Sustainable Trade Index ranks 19 Asian economies and the U.S. across three categories of trade sustainability.
Which Asian Economies Have the Most Sustainable Trade Policies?
To say that Asia has benefited from international trade is an understatement. By opening its economies to the rest of the world, the region has become a leading exporter in many of today’s most important industries.
Trade has also improved Asia’s quality of life, lifting over one billion people out of poverty since 1990. Without the proper controls, however, such rapid growth could have harmful effects on Asia’s environment and society.
In this infographic from The Hinrich Foundation, we break down the results of their 2020 Sustainable Trade Index (STI). Since 2016, this index has ranked 19 Asian economies and the U.S. across three categories of trade sustainability: economic, social, and environmental.
What Exactly is Sustainable Trade?
International trade is an important source of economic growth, enabling domestic businesses to expand, reach new customers, and gain exposure to foreign markets.
At the same time, countries that focus too heavily on exports put themselves at greater long-term risk. For example, an aggressive expansion into manufacturing is likely to impair the quality of a country’s air, while overdependence on a single product or sector can create an economy that is susceptible to demand shocks.
“The primary principle which underpins sustainable trade is balance. Trade cannot be pursued solely for economic gains, without considering environmental and social outcomes.”
– Merle A. Hinrich
Thus, sustainable trade supports not only economic growth, but also environmental protection and strengthened social capital. It involves finding a balance between short-term incentives and long-term resilience.
Measuring Sustainable Trade
The Sustainable Trade Index (STI) is based on three underlying pillars of trade sustainability. Every economy in the STI receives a score between 0 and 100 for each pillar.
|Pillar||Number of Indicators||Examples of Indicators|
The economic pillar measures a country’s ability to to grow its economy through trade, while the social pillar measures a population’s tolerance for trade expansion, given the costs and benefits of economic growth.
Last but not least, the environmental pillar measures a country’s proficiency at managing climate-related risks. Individual pillar scores are then aggregated to arrive at an overall ranking, which also has a maximum possible score of 100.
The Sustainable Trade Index 2020: Overall Rankings
For the first time in the STI’s history, Japan and South Korea have tied for first place. Both countries have placed in the top five previously, but 2020 marks the first time for either to take the top spot.
|1 (tied)||🇯🇵 Japan||75.1|
|1 (tied)||🇰🇷 South Korea||75.1|
|4||🇭🇰 Hong Kong||68.3|
|10||🇱🇰 Sri Lanka||50.4|
|15 (tied)||🇮🇳 India||46.9|
|15 (tied)||🇻🇳 Vietnam||46.9|
Advanced economies like Singapore, Hong Kong, and Taiwan were also strong performers, each scoring in the high 60s. At the other end of the spectrum, developing countries such as India and Vietnam were tightly packed within the 40 to 50 range.
To learn more, here’s how each country performed in the three underlying pillars.
1. Economic Pillar Rankings
Hong Kong topped the economic pillar for the first time thanks to its low trade costs and well-developed financial sector. Financial services have increased their contribution to Hong Kong’s GDP from 13% in 2004 to 20% in 2018.
The region’s recently initiated national security law—which has resulted in greater political instability—may have a negative effect on future rankings.
|1||🇭🇰 Hong Kong||69.6|
|4||🇰🇷 South Korea||63.3|
|5 (tied)||🇲🇾 Malaysia||61.2|
|5 (tied)||🇺🇸 U.S.||61.2|
|9 (tied)||🇯🇵 Japan||58.6|
|9 (tied)||🇵🇭 Philippines||58.6|
|13||🇱🇰 Sri Lanka||54.7|
China was also a strong performer, climbing to third for the first time. Asia’s largest economy benefits from a well-diversified group of trading partners, meaning it doesn’t rely too heavily on a single market.
The bottom five countries—India (16th), Myanmar (17th), Thailand (18th), Pakistan (19th) and Laos (20th)—suffered from issues such as payment risk, which is measured as the difficulty of getting money in and out of a country. This risk is especially damaging to trade because it discourages foreign direct investment.
2. Social Pillar Rankings
The social pillar features the highest average score, but also the largest gap from top to bottom. This gap has expanded over recent years, growing from 43.9 points in 2018 to 52.3 in 2020.
|3||🇰🇷 South Korea||86.9|
|8||🇭🇰 Hong Kong||57.8|
|18||🇱🇰 Sri Lanka||46.1|
Taiwan claimed the top spot for the second time, solidifying its reputation as Asia’s leader in human capital development. It performed well in the educational attainment indicator, with 93.6% of its population receiving a tertiary education.
China, despite its success in other pillars, only managed 16th. This was partly due to the effects of its now defunct one-child policy, which has been responsible for creating gender imbalances and a shrinking population.
3. Environmental Pillar Rankings
The environmental pillar has the lowest average score of the three. Japan, Singapore, Hong Kong, and South Korea were the only countries to score above 75.
|3||🇭🇰 Hong Kong||77.4|
|4||🇰🇷 South Korea||75.2|
|8||🇱🇰 Sri Lanka||50.4|
The top four performed well in areas such as air quality and water pollution, and with the exception of Hong Kong, have all introduced carbon pricing schemes in the past decade. This doesn’t mean these countries are without their flaws, however.
Land-constrained Singapore, for instance, ranked 16th in the deforestation indicator. The city-state is one of the densest population centers in the world, and has cut down forests to clear space for further settlement and urbanization.
Building Back Better From COVID-19
Despite the damage that COVID-19 has caused, there are some silver linings. This includes the environmental benefits experienced by China, where lockdowns reduced carbon emissions by 200 million tonnes in a single month. It’s been estimated that after two months, China’s reduced pollution levels saved the lives of 77,000 people.
These temporary improvements are an explicit reminder of the environmental and social costs associated with economic growth. In response, governments in Asia are taking steps to ensure the long-term sustainability of their nations. Japan and South Korea both announced their commitments to achieving carbon neutrality by 2050, while China set a similar goal for 2060.
Mapping the World’s Key Maritime Choke Points
Ocean shipping is the primary mode of international trade. This map identifies maritime choke points that pose a risk to this complex logistic network.
Mapping the World’s Key Maritime Choke Points
Maritime transport is an essential part of international trade—approximately 80% of global merchandise is shipped via sea.
Because of its importance, commercial shipping relies on strategic trade routes to move goods efficiently. These waterways are used by thousands of vessels a year—but it’s not always smooth sailing. In fact, there are certain points along these routes that pose a risk to the whole system.
Here’s a look at the world’s most vulnerable maritime bottlenecks—also known as choke points—as identified by GIS.
What’s a Choke Point?
Choke points are strategic, narrow passages that connect two larger areas to one another. When it comes to maritime trade, these are typically straits or canals that see high volumes of traffic because of their optimal location.
Despite their convenience, these vital points pose several risks:
- Structural risks: As demonstrated in the recent Suez Canal blockage, ships can crash along the shore of a canal if the passage is too narrow, causing traffic jams that can last for days.
- Geopolitical risks: Because of their high traffic, choke points are particularly vulnerable to blockades or deliberate disruptions during times of political unrest.
The type and degree of risk varies, depending on location. Here’s a look at some of the biggest threats, at eight of the world’s major choke points.
Because of their high risk, alternatives for some of these key routes have been proposed in the past—for instance, in 2013 Nicaraguan Congress approved a $40 billion dollar project proposal to build a canal that was meant to rival the Panama Canal.
As of today, it has yet to materialize.
A Closer Look: Key Maritime Choke Points
Despite their vulnerabilities, these choke points remain critical waterways that facilitate international trade. Below, we dive into a few of the key areas to provide some context on just how important they are to global trade.
The Panama Canal
The Panama Canal is a lock-type canal that provides a shortcut for ships traveling between the Pacific and Atlantic oceans. Ships sailing between the east and west coasts of the U.S. save over 8,000 nautical miles by using the canal—which roughly shortens their trip by 21 days.
In 2019, 252 million long tons of goods were transported through the Panama Canal, which generated over $2.6 billion in tolls.
The Suez Canal
The Suez Canal is an Egyptian waterway that connects Europe to Asia. Without this route, ships would need to sail around Africa, which would add approximately seven days to their trips. In 2019, nearly 19,000 vessels, and 1 billion tons of cargo, traveled through the Suez Canal.
In an effort to mitigate risk, the Egyptian government embarked on a major expansion project for the canal back in 2015. But, given the recent blockage caused by a Taiwanese container ship, it’s clear that the waterway is still vulnerable to obstruction.
The Strait of Malacca
At its smallest point, the Strait of Malacca is approximately 1.5 nautical miles, making it one of the world’s narrowest choke points. Despite its size, it’s one of Asia’s most critical waterways, since it provides a critical connection between China, India, and Southeast Asia. This choke point creates a risky situation for the 130,000 or so ships that visit the Port of Singapore each year.
The area is also known to have problems with piracy—in 2019, there were 30 piracy incidents, according to private information group ReCAAP ISC.
The Strait of Hormuz
Controlled by Iran, the Strait of Hormuz links the Persian Gulf to the Gulf of Oman, ultimately draining into the Arabian Sea. It’s a primary vein for the world’s oil supply, transporting approximately 21 million barrels per day.
Historically, it’s also been a site of regional conflict. For instance, tankers and commercial ships were attacked in that area during the Iran-Iraq war in the 1980s.
The Bab el-Mandeb Strait
The Bab el-Mandeb Strait is another primary waterway for the world’s oil and natural gas. Nestled between Africa and the Middle East, the critical route connects the Mediterranean Sea (via the Suez Canal) to the Indian Ocean.
Like the Strait of Malacca, it’s well known as a high-risk area for pirate attacks. In May 2020, a UK chemical tanker was attacked off the coast of Yemen–the ninth pirate attack in the area that year.
Due to the strategic nature of the region, there is a strong military presence in nearby Djibouti, including China’s first ever foreign military base.
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