Advertising
Ranked: The Reputation of 100 Major Brands in the U.S.
Ranked: The Reputation of 100 Major Brands in the U.S.
Whether you’re a country or a company, brand reputation is crucial. For corporations trying to stand out amongst an array of competitors, name recognition can be make or break.
The Axios Harris Poll polled a nationally representative sample of nearly 43,000 Americans to find out which 100 companies emerge as top of mind—for better or for worse.
How is Brand Reputation Measured?
The polling process started by asking respondents which two companies they felt excelled or faltered in the U.S.—in other words, which companies were the most “visible” in their eyes.
The top 100 brands that emerged from this framework were then judged by poll respondents across seven dimensions, over three key pillars:
- Character
Includes a company’s culture, ethics, and citizenship (whether a consumer shares a company’s values or the company supports good causes) - Trajectory
Includes a company’s growth prospects, vision for the future, and product and service offerings (whether they are innovative, and of high quality) - Trust
Does a consumer trust the brand in the first place?
Once these dimensions are taken into account, the final scores portray how these “visible brands” rank in terms of their reputation among a representative sample of Americans:
- Score range: 80.0 and above
Reputation: Excellent - Score range: 75.0-79.9
Reputation: Very Good - Score range: 70.0-74.9
Reputation: Good - Score range: 65.0-69.9
Reputation: Fair - Score range: 64.9 and below
Reputation: Poor
Companies with a Very Poor reputation (a score below 50) didn’t make it into the list. Here’s how the 100 most visible companies stack up in terms of brand reputation:
2021 Rank | Company | 2021 Score | Overall Reputation |
---|---|---|---|
#1 | Patagonia | 82.7 | Excellent |
#2 | Honda Motor Company | 81.6 | Excellent |
#3 | Moderna | 81.3 | Excellent |
#4 | Chick-fil-A | 81.1 | Excellent |
#5 | SpaceX | 81.1 | Excellent |
#6 | Chewy | 80.9 | Excellent |
#7 | Pfizer | 80.2 | Excellent |
#8 | Tesla Motors | 80.2 | Excellent |
#9 | Costco | 80.1 | Excellent |
#10 | Amazon.com | 80.0 | Excellent |
#11 | REI | 79.9 | Very Good |
#12 | USAA | 79.2 | Very Good |
#13 | Wegmans | 79.2 | Very Good |
#14 | Subaru | 79.2 | Very Good |
#15 | Unilever | 79.2 | Very Good |
#16 | Apple | 79.1 | Very Good |
#17 | In-n-Out Burger | 78.7 | Very Good |
#18 | Toyota Motor Corporation | 78.7 | Very Good |
#19 | UPS | 78.6 | Very Good |
#20 | PepsiCo | 78.5 | Very Good |
#21 | IKEA | 78.4 | Very Good |
#22 | Lowe's | 78.3 | Very Good |
#23 | Publix Supermarkets | 78.2 | Very Good |
#24 | CVS (CVS Health) | 78.2 | Very Good |
#25 | 3M Company | 78.1 | Very Good |
#26 | HP, Inc. | 78.1 | Very Good |
#27 | Berkshire Hathaway | 78.0 | Very Good |
#28 | Hulu | 77.9 | Very Good |
#29 | Nestle | 77.7 | Very Good |
#30 | The Kroger Company | 77.5 | Very Good |
#31 | Samsung | 77.5 | Very Good |
#32 | Paypal | 77.5 | Very Good |
#33 | FedEx Corporation | 77.4 | Very Good |
#34 | Sony | 77.3 | Very Good |
#35 | Procter & Gamble Co. | 77.0 | Very Good |
#36 | Microsoft | 76.8 | Very Good |
#37 | The Walt Disney Company | 76.7 | Very Good |
#38 | Netflix | 76.4 | Very Good |
#39 | IBM | 76.3 | Very Good |
#40 | General Electric | 76.1 | Very Good |
#41 | Target | 76.0 | Very Good |
#42 | Wayfair | 75.8 | Very Good |
#43 | Citigroup | 75.7 | Very Good |
#44 | American Express | 75.6 | Very Good |
#45 | The Home Depot | 75.4 | Very Good |
#46 | Walgreens | 75.3 | Very Good |
#47 | Kaiser Permanente | 75.3 | Very Good |
#48 | Best Buy | 75.2 | Very Good |
#49 | Adidas | 75.1 | Very Good |
#50 | Ford Motor Company | 75.1 | Very Good |
#51 | Electronic Arts, Inc. | 74.7 | Good |
#52 | State Farm Insurance | 74.7 | Good |
#53 | Hobby Lobby | 74.5 | Good |
#54 | JPMorgan Chase & Co. | 74.5 | Good |
#55 | Kohl's | 74.4 | Good |
#56 | T-Mobile | 74.3 | Good |
#57 | Domino's Pizza | 73.7 | Good |
#58 | The Coca-Cola Company | 73.7 | Good |
#59 | Goya | 73.5 | Good |
#60 | 73.3 | Good | |
#61 | Verizon Communications | 73.2 | Good |
#62 | Nike | 72.8 | Good |
#63 | Nordstrom | 72.8 | Good |
#64 | Macy's | 72.3 | Good |
#65 | Starbucks Corporation | 72.3 | Good |
#66 | eBay | 72.1 | Good |
#67 | Wendy's | 72.1 | Good |
#68 | General Motors | 72.0 | Good |
#69 | Royal Dutch Shell | 71.6 | Good |
#70 | Yum! Brands | 71.5 | Good |
#71 | Dollar General | 71.4 | Good |
#72 | Johnson & Johnson | 71.4 | Good |
#73 | McDonald's | 71.1 | Good |
#74 | Dollar Tree | 71.1 | Good |
#75 | Fiat Chrysler Automobiles | 70.8 | Good |
#76 | Chipotle | 70.8 | Good |
#77 | Bank of America | 70.5 | Good |
#78 | 70.4 | Good | |
#79 | Robinhood | 70.4 | Good |
#80 | ExxonMobil | 70.4 | Good |
#81 | Delta Air Lines | 70.4 | Good |
#82 | GameStop | 69.7 | Fair |
#83 | Walmart | 69.7 | Fair |
#84 | Burger King | 69.4 | Fair |
#85 | BP | 68.2 | Fair |
#86 | AT&T | 67.6 | Fair |
#87 | United Airlines | 67.4 | Fair |
#88 | Huawei Technologies | 67.1 | Fair |
#89 | JCPenney | 66.3 | Fair |
#90 | Uber | 66.2 | Fair |
#91 | My Pillow | 66.0 | Fair |
#92 | Comcast | 65.8 | Fair |
#93 | 63.4 | Poor | |
#94 | TikTok | 63.0 | Poor |
#95 | Wells Fargo & Company | 63.0 | Poor |
#96 | Sears Holdings Corporation | 61.2 | Poor |
#97 | Wish.com | 60.7 | Poor |
#98 | 60.0 | Poor | |
#99 | Fox Corporation | 59.2 | Poor |
#100 | The Trump Organization | 56.9 | Poor |
While the ranking itself highlights well-respected and poorly-viewed brands overall, another perspective is to look at which brands shot up in the list, and which ones plummeted.
Fastest Risers in Brand Reputation
Unwavering and bold commitments to the environment has helped Patagonia to top the charts as the #1 brand, rising 31 ranks since 2020. From funneling 1% of sales into environmental donations to ensuring ethical supply chains, Patagonia’s culture, ethics, and citizenship all align with its business model in consumers’ eyes.
With over 33 million COVID-19 vaccine doses administered daily around the world, Pfizer’s contribution to the ongoing immunization progress is undeniable. As a result, its overall ranking has swelled by 54 places since 2020.
Rank in 2021 | Brand | 2021 Score | Change |
---|---|---|---|
#7 | Pfizer | 80.2 | +54 |
#1 | Patagonia | 82.7 | +31 |
#15 | Unilever | 79.2 | +20 |
#71 | Dollar General | 71.4 | +19 |
#43 | Citigroup | 75.7 | +17 |
#2 | Honda Motor Company | 81.6 | +14 |
#24 | CVS (CVS Health) | 78.2 | +13 |
#27 | Berkshire Hathaway | 78 | +13 |
#50 | Ford Motor Company | 75.1 | +13 |
#56 | T-Mobile | 74.3 | +13 |
Dollar General might seem like a surprising addition to this table, but in terms of sheer growth, discount stores are thriving. Across America, dollar stores are opening at a rate of three per day, faster than any Starbucks or McDonalds.
There’s a crucial reason for this: in many rural areas, millions rely on dollar stores for food and other essentials, as the nearest grocery store can be nearly an hour’s drive away.
Biggest Decliners in Brand Reputation
Despite steady revenue growth, Google is among a handful of Big Tech companies whose reputations are backsliding, dropping 36 places in the past year. The outsize power and influence these companies hold is increasingly coming under regulatory scrutiny.
Rank in 2021 | Brand | 2021 Score | Change |
---|---|---|---|
#60 | 73.3 | -36 | |
#35 | Procter & Gamble Co. | 77 | -27 |
#81 | Delta Air Lines | 70.4 | -24 |
#30 | The Kroger Company | 77.5 | -21 |
#38 | Netflix | 76.4 | -21 |
#70 | Yum! Brands | 71.5 | -21 |
#23 | Publix Supermarkets | 78.2 | -19 |
#36 | Microsoft | 76.8 | -17 |
#58 | The Coca-Cola Company | 73.7 | -17 |
#67 | Wendy's | 72.1 | -17 |
Although Netflix pioneered the world of streaming, it is now facing stiff competition from emerging subscription services. Amazon’s latest acquisition of Metro-Goldwyn-Mayer (MGM Studios) will especially bolster the content catalog available on Prime Video.
Building a Brand Reputation Doesn’t Come Easy
Near the bottom of the 100 companies leaderboard, the struggles of mainstream media and modern information dissemination are strongly reflected. Despite their diverse audiences and established histories, brand reputations of both Facebook and Fox News have eroded in recent years.
This example highlights how the nature of a brand’s reputation can evolve over time. Building a strong and reputable brand may be subjective, but its effects on consumer loyalty are powerful.
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Demographics
How Media Consumption Evolved Throughout COVID-19
This infographic examines trends in each generation’s media consumption to see how Americans adapted during the pandemic.

How Media Consumption Evolved Throughout COVID-19
View the full size version of this infographic by clicking here
Media consumption spiked in the early days of the COVID-19 outbreak as Americans actively sought information and entertainment while at home. Whether this changed over the course of 2020 remains unclear, however.
To dive deeper into the issue, this infographic explores each generation’s shifts in media consumption habits as the pandemic wore on.
Further below, we’ll also examine which media sources Americans deemed to be the most trustworthy, and why consumption habits may have changed for good.
Changes in American Media Consumption, by Generation
The data in this infographic comes from two surveys conducted by Global Web Index (GWI). The first was completed in April 2020 (N=2,337) and asked participants a series of questions regarding media consumption during COVID-19.
To see how consumption had changed by the end of the year, the John S. and James L. Knight Foundation commissioned GWI to complete a follow-up survey in December 2020 (N=2,014). The following tables provide a summary of the results.
Gen Z
Unsurprisingly, a significant percentage of Gen Z reported an increase in digital media consumption in April 2020 in comparison to pre-pandemic habits. This bump was driven by higher use of online videos, video games, and online TV/streaming films.
By December 2020, these media categories became even more popular with this cohort. Most notably, podcasts saw the highest increase, jumping almost 15% by the end of the year.
Category | April 2020 | December 2020 | Change (percentage points) |
---|---|---|---|
Podcasts | 10.9% | 25.8% | +14.9% |
Video Games | 29.9% | 42.1% | +12.2% |
Music Streaming | 28.0% | 34.6% | +6.6% |
Broadcast TV | 24.1% | 17.0% | -7.1% |
Online TV / streaming films | 36.8% | 39% | +2.2% |
Online Videos (Youtube/TikTok/etc.) | 51.4% | 59.1% | +7.7% |
Livestreams | 17.4% | 19.5% | +2.1% |
Books / literature | 17.1% | 20.1% | +3.0% |
Online Press | 19.9% | 17.0% | -2.9% |
Physical Press | 8.9% | 6.3% | -2.6% |
Radio | 17.8% | 10.7% | -7.1% |
None | 9.0% | 13.8% | +4.8% |
The popularity of traditional outlets like broadcast TV and radio declined from their April 2020 highs, though they are still up relative to pre-pandemic levels for Gen Z survey respondents.
Millennials
Results from the December 2020 survey show that Millennials trimmed their media consumption from earlier in the year. This was most apparent in news outlets (online and physical press), which saw double digit declines in popularity relative to April.
Category | April 2020 | December 2020 | Change (percentage points) |
---|---|---|---|
Podcasts | 20.9% | 26.3% | +5.4% |
Video Games | 32.1% | 29.6% | -2.5% |
Music Streaming | 37.4% | 30.2% | -7.2% |
Broadcast TV | 35.7% | 24.6% | -11.1 |
Online TV / streaming films | 42.2% | 39.2% | -3.0 |
Online Videos (Youtube/TikTok/etc.) | 44.9% | 42.5% | -2.4% |
Livestreams | 32.9% | 15.6% | -17.3% |
Books / literature | 20.4% | 24% | +3.6% |
Online Press | 37.0% | 16.5% | -20.5% |
Physical Press | 20.3% | 8.0% | -12.3% |
Radio | 27.2% | 17.9% | -9.3% |
None | 9.1% | 20.3% | +11.2% |
Books and podcasts were the only two categories to capture more interest from Millennials over the time period. It’s also worth noting that the percentage of respondents who said “none” for media consumption rose to 20.3%, up significantly from 9.1% in April.
Possible factors for the increase in “none” responses include easing government restrictions and a return to more normal work schedules.
Gen X
The media consumption habits of Gen X developed similarly to Millennials over the year.
Category | April 2020 | December 2020 | Change (percentage points) |
---|---|---|---|
Podcasts | 11.1% | 13.3% | +2.2% |
Video Games | 20.4% | 16.8% | -3.6% |
Music Streaming | 29.6% | 21.7% | -7.9% |
Broadcast TV | 46.4% | 29.8% | -16.6% |
Online TV / streaming films | 40.8% | 29.9% | -10.9% |
Online Videos (Youtube/TikTok/etc.) | 38.5% | 23.6% | -14.9% |
Livestreams | 23.4% | 8.4% | -15.0% |
Books / literature | 22.2% | 22.6% | +0.4% |
Online Press | 32.7% | 14.3% | -18.4% |
Physical Press | 7.6% | 4.6% | -3.0% |
Radio | 23.5% | 16.6% | -6.9% |
None | 16.0% | 28.9% | +12.9% |
Broadcast TV and online press saw the largest declines over the time period, while once again, podcasts and books were the only two categories to capture more interest relative to April. The percentage of respondents reporting “none” rose to 28.9%—a slightly higher share than that of Millennials.
Boomers
Media consumption trends among Baby Boomers were mixed, with some categories increasing and others decreasing since April. Broadcast TV saw the biggest decline in usage of all media types, but remained the most popular category for this cohort.
Category | April 2020 | December 2020 | Change (percentage points) |
---|---|---|---|
Podcasts | 4.4% | 7.9% | +3.5% |
Video Games | 10.5% | 9.5% | -1.0% |
Music Streaming | 13.7% | 14.4% | +0.7% |
Broadcast TV | 42.3% | 36.7% | -5.6% |
Online TV / streaming films | 22.5% | 22.0% | -0.5% |
Online videos (Youtube/TikTok/etc.) | 11.6% | 18.2% | +6.6% |
Livestreams | 8.8% | 6.5% | -2.3% |
Books / literature | 13.7% | 17.4% | +3.7% |
Online Press | 13.8% | 11.4% | -2.4% |
Physical Press | 7.1% | 4.6% | -2.5% |
Radio | 15.3% | 15.5% | +0.2% |
None | 23.0% | 31.0% | +8.0% |
Boomers also had the largest share of “none” respondents in both studies (23.0% in April and 31.0% in December).
Where do Americans Go For Trustworthy News?
To learn more about American media consumption—particularly when it came to staying updated on the pandemic—survey respondents were asked to confirm which of the following sources they found trustworthy.
The deviations between each generation don’t appear to be too drastic, but there are some key takeaways from this data.
For starters, Gen Z appears to be more skeptical of mainstream news channels like CNN, with only 28.9% believing them to be trustworthy. This contrasts the most with Gen X, which saw 40.1% of its respondents give news channels the thumbs up.
This story is flipped when we turn to the World Health Organization (WHO). Gen Z demonstrated the highest levels of trust in information published by WHO, at 50.3% of respondents. Only 39.0% of Gen X could say the same.
By far the least trustworthy source was foreign governments’ websites. This category had the lowest average approval rating across the four generations, and scored especially poor with Boomers.
The Lasting Effects of the Pandemic
Habits that were picked up during 2020 are likely to linger, even as life finally returns to normal. To find out what’s changed, respondents were asked which categories of media they expected to continue consuming in elevated amounts.
The chart below shows each generation’s top three responses.
Note that the top three for both Gen Z and Millennials are all digital and online categories (video games can be played offline, but the majority of popular titles are online). This contrasts with the preferences of Gen X and Boomers, who appear to be sticking with more traditional outlets in broadcast TV and books.
With consumption habits of younger and older Americans moving in opposite directions, advertisers and media companies will likely need a clear understanding of their target audiences in order to be successful.
Advertising
The Top 50 Most Valuable Global Brands
This graphic showcases 2020’s top 50 most valuable global brands and explores how COVID-19 has triggered a brand shift with huge implications.

Visualizing the Top 50 Most Valuable Global Brands
For many brands, it has been a devastating year to say the least.
Over half of the most valuable global brands have experienced a decline in brand value, a measure that takes financial projections, brand roles in purchase decisions, and strengths against competitors into consideration. But where some have faltered, others have asserted their dominance and stepped up for their customers like never before.
The visualization above showcases the top 50 most valuable global brands from a study conducted by Interbrand, which calculates brand value across hundreds of companies.
As consumers move cautiously into 2021, which brands have they chosen to keep by their side?
The Heavy Hitters
With an eye-watering brand value of $323 billion, Apple is the most valuable global brand in the world, followed closely by Amazon in second place, and Microsoft in third. Average growth in brand value across all three of these tech brands in 2020 was roughly 50%.
In particular, Microsoft—who overtook Google in this year’s ranking—has increased its brand value by $100 billion in just one decade. The tech giant has reinvented itself over the years by focusing not just on how its products impact consumers’ lives, but instead on how they impact the planet. The company is promising to become carbon negative by 2030.
However, other brands that sit at the top of the global brands list have not had the same recent success. Coca-Cola for example sits in sixth place, but has seen a decline in brand value of over $13 billion since 2010.
Here is the full list of the most valuable global brands in 2020:
Rank | Brand | Brand Value | YoY % Change | Industry |
---|---|---|---|---|
#1 | Apple | $323B | 38% | Technology |
#2 | Amazon | $201B | 60% | Technology |
#3 | Microsoft | $166B | 53% | Technology |
#4 | $165B | -1% | Technology | |
#5 | Samsung | $62B | 2% | Technology |
#6 | Coca-Cola | $57B | -10% | Food & Beverage |
#7 | Toyota | $52B | -8% | Automotive |
#8 | Mercedes | $49B | -3% | Automotive |
#9 | McDonald’s | $43B | -6% | Restaurants |
#10 | Disney | $41B | -8% | Entertainment |
#11 | BMW | $40B | -4% | Automotive |
#12 | Intel | $40B | -8% | Technology |
#13 | $35B | -12% | Technology | |
#14 | IBM | $35B | -14% | Technology |
#15 | Nike | $34B | 6% | Apparel |
#16 | Cisco | $34B | -4% | Technology |
#17 | Louis Vuitton | $32B | -2% | Luxury |
#18 | SAP | $28B | 12% | Technology |
#19 | $26B | New | Technology | |
#20 | Honda | $22B | -11% | Automotive |
#21 | Chanel | $21B | -4% | Luxury |
#22 | J.P. Morgan | $20B | 6% | Financial Services |
#23 | American Express | $19B | -10% | Financial Services |
#24 | UPS | $19B | 6% | Logistics |
#25 | Ikea | $19B | 3% | Retail |
#26 | Pepsi | $19B | -9% | Food & Beverage |
#27 | Adobe | $18B | 41% | Technology |
#28 | Hermès | $18B | 0% | Luxury |
#29 | General Electric | $18B | -30% | Industrial Machinery |
#30 | YouTube | $17B | New | Technology |
#31 | Accenture | $17B | 2% | Business Services |
#32 | Gucci | $16B | -2% | Luxury |
#33 | Budweiser | $16B | -3% | Food & Beverage |
#34 | Pampers | $15B | -4% | Consumer Packaged Goods |
#35 | Zara | $15B | -13% | Apparel |
#36 | Hyundai | $14B | 1% | Automotive |
#37 | H&M | $14B | -14% | Apparel |
#38 | Nescafé | $14B | 2% | Food & Beverage |
#39 | Allianz | $13B | 7% | Financial Services |
#40 | Tesla | $13B | New | Automotive |
#41 | Netflix | $13B | 41% | Technology |
#42 | Ford | $13B | -12% | Automotive |
#43 | L'Oreal | $13B | 8% | Consumer Packaged Goods |
#44 | Audi | $12B | -2% | Automotive |
#45 | Visa | $12B | 15% | Financial Services |
#46 | Ebay | $12B | 2% | Technology |
#47 | Volkswagen | $12B | -5% | Automotive |
#48 | AXA | $12B | 3% | Financial Services |
#49 | Goldman Sachs | $12B | 7% | Financial Services |
#50 | Adidas | $12B | 1% | Apparel |
#51 | Sony | $12B | 14% | Technology |
#52 | Citi | $12B | -6% | Financial Services |
#53 | Philips | $12B | 0% | Consumer Packaged Goods |
#54 | Gillette | $12B | -16% | Consumer Packaged Goods |
#55 | Porsche | $11B | -3% | Automotive |
#56 | Starbucks | $11B | -5% | Food & Beverage |
#57 | Mastercard | $11B | -17% | Financial Services |
#58 | Salesforce | $11B | 34% | Technology |
#59 | Nissan | $11B | -8% | Automotive |
#60 | PayPal | $11B | 38% | Financial Services |
#61 | Siemens | $11B | 2% | Technology |
#62 | Danone | $10B | 4% | Food & Beverage |
#63 | Nestlé | $10B | 8% | Food & Beverage |
#64 | HSBC | $10B | -14% | Financial Services |
#65 | Hewlett Packard | $10B | -11% | Technology |
#66 | Kellogg's | $10B | -8% | Food & Beverage |
#67 | 3M | $9B | 4% | Technology |
#68 | Colgate | $9B | 6% | Consumer Packaged Goods |
#69 | Morgan Stanely | $9B | 8% | Financial Services |
#70 | Spotify | $8B | 52% | Technology |
#71 | Canon | $8B | -15% | Technology |
#72 | Lego | $8B | 9% | Consumer Packaged Goods |
#73 | Cartier | $7B | -9% | Luxury |
#74 | Santander | $7B | -12% | Financial Services |
#75 | FedEx | $7B | 5% | Logistics |
#76 | Nintendo | $7B | 31% | Technology |
#77 | Hewlett Packard Enterprise | $7B | -16% | Technology |
#78 | Corona | $7B | 3% | Food & Beverage |
#79 | Ferrari | $6B | -1% | Automotive |
#80 | Huawei | $6B | -9% | Technology |
#81 | DHL | $6B | 5% | Logistics |
#82 | Jack Daniel's | $6B | -1% | Food & Beverage |
#83 | Dior | $6B | -1% | Luxury |
#84 | Caterpillar | $6B | -14% | Industrial Machinery |
#85 | Panasonic | $6B | -6% | Consumer Packaged Goods |
#86 | Kia | $6B | -9% | Automotive |
#87 | Johnson & Johnson | $6B | 1% | Consumer Packaged Goods |
#88 | Heineken | $6B | -2% | Food & Beverage |
#89 | John Deere | $5B | -9% | Industrial Machinery |
#90 | $5B | 8% | Technology | |
#91 | Hennessy | $5B | -3% | Food & Beverage |
#92 | KFC | $5B | -7% | Food & Beverage |
#93 | Land Rover | $5B | -13% | Automotive |
#94 | Tiffany & Co. | $5B | -7% | Luxury |
#95 | Mini | $5B | -10% | Automotive |
#96 | Uber | $5B | -13% | Technology |
#97 | Burberry | $5B | -8% | Luxury |
#98 | Johnnie Walker | $5B | New | Food & Beverage |
#99 | Prada | $4B | -6% | Luxury |
#100 | Zoom | $4B | New | Technology |
It is clear that brands that went above and beyond during the COVID-19 pandemic not only benefit from more meaningful connections with their customers; it also pays financially—with brand value for all 100 companies included in the study totaling $2 trillion.
Movers and Shakers
When it comes to 2020’s fastest risers, Amazon, Microsoft, Spotify, and Netflix lead the way.
Not too far behind these brands is PayPal, which saw 38% growth in the last year due to some major strategic pivots. More recently, the brand announced it would be redirecting capital from shareholders and investing in low-level employees who have been essential during the pandemic.
Other brands making their mark in 2020 are Instagram, Tesla, and YouTube—all of which are new to the ranking and are experiencing significant growth in brand value. In fact, electric vehicle company Tesla experienced a 769% increase in market capitalization in just twelve months, making it the world’s most valuable automaker.
The Great Brand Shift
As pharmaceutical companies begin distributing vaccines across the globe, consumer optimism is starting to build again. However, the future of brands remains uncertain.
Only 41 out of 100 most valuable global brands remain in the ranking today from the study conducted in 2000. With almost 60 hugely influential brands falling out of favor in the last two decades, there are several ways in which today’s brands can build economic resilience and thrive in an anxious world:
- Leadership: The degree to which a brand has a clear purpose that is executed seamlessly across the entire organization.
- Engagement: Creating meaningful and collaborative relationships with consumers based on the brand’s unique story and reason for being.
- Relevance: Being omnipresent for customers and delivering on their expectations by going beyond selling products or services.
Although the impacts of 2020 will be felt for years to come, brands that stay ahead of consumers’ changing expectations will be in a better position to weather the storm.
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