Technology
Animation: How Tech is Eating the Brand World
How Technology is Eating the Brand World
Building a brand with an imperishable competitive edge can be difficult.
Technology companies however, are redefining what that edge means. By hastily responding to emerging consumer needs and leveraging the power of brand, these companies can continuously create meaningful solutions for real problems with scale.
Today’s animated chart highlights the most valuable brands in 2019 versus 2001, according to the annual “Best Global Brands” ranking by Interbrand. It illustrates the degree to which technology companies have been able to scale into massive brands over a short time frame, supplanting some of the best known companies in the world.
What is Brand Value, and How is it Measured?
Interbrand has created and consistently used a robust formula to measure brand value. Brand value is the Net Present Value (NPV) or the present value of the earnings that a brand is forecasted to generate in the future.
The formula evaluates brands based on their financial forecast, brand role, and brand strength. The full methodology can be found here.
Tech Reigns Supreme
In 2001, the cumulative brand value was $988 billion. Today, that value stands at $2.1 trillion and represents an average CAGR of 4.4%. Over the years, global tech giants have swiftly climbed the ranks, and now represent a significant amount of the total brand value.
In fact, with a combined brand value of almost $700 billion, tech companies account for half of the top 10 most valuable brands in the world. Perhaps unsurprisingly, Apple holds the title for the world’s most valuable brand in 2019—for the seventh year running.
Only 31 brands from the 2001 ranking remain on the Best Global Brands list today, including Disney, Nike, and Gucci. Coca-Cola and Microsoft are the few who have remained in the top 10.
Below is the full list of the world’s most valuable brands:
| Rank | Brand | Brand Value ($B) | 1-Yr Value Change | Industry |
|---|---|---|---|---|
| #1 | Apple | $234B | 9% | Technology |
| #2 | $168B | 8% | Technology | |
| #3 | Amazon | $125B | 24% | Technology |
| #4 | Microsoft | $108B | 17% | Technology |
| #5 | Coca-Cola | $63B | -4% | Beverages |
| #6 | Samsung | $61B | 2% | Technology |
| #7 | Toyota | $56B | 5% | Automotive |
| #8 | Mercedes Benz | $51B | 4% | Automotive |
| #9 | McDonald’s | $45B | 4% | Restaurants |
| #10 | Disney | $44B | 11% | Entertainment |
| #11 | BMW | $41B | 1% | Automotive |
| #12 | IBM | $40B | -6% | Business Services |
| #13 | Intel | 40B | -7% | Technology |
| #14 | $40B | -12% | Technology | |
| #15 | Cisco | $35B | 3% | Business Services |
| #16 | Nike | $32B | 7% | Retail |
| #17 | Louis Vuitton | $32B | 14% | Retail |
| #18 | Oracle | $26B | 1% | Business Services |
| #19 | General Electric | $25B | 22% | Diversified |
| #20 | SAP | $25B | 10% | Business Services |
| #21 | Honda | $24B | 3% | Automotive |
| #22 | Chanel | $22B | 11% | Retail |
| #23 | American Express | $22B | 13% | Technology |
| #24 | Pepsi | $20B | -1% | Beverages |
| #25 | J.P Morgan | $19B | 8% | Finance |
| #26 | Ikea | $18B | 5% | Retail |
| #27 | UPS | $18B | 7% | Logistics |
| #28 | Hermes | $18B | 9% | Retail |
| #29 | Zara | $17B | -3% | Retail |
| #30 | H&M | $16B | -3% | Retail |
| #31 | Accenture | $16B | 14% | Business Services |
| #32 | Budweiser | $16B | 3% | Alcohol |
| #33 | Gucci | $16B | 23% | Retail |
| #34 | Pampers | $16B | -5% | FMCG |
| #35 | Ford | $14B | 2% | Automotive |
| #36 | Hyundai | $14B | 5% | Automotive |
| #37 | Gillette | $14B | -18% | FMCG |
| #38 | Nescafe | $14B | 4% | Beverages |
| #39 | Adobe | $13B | 20% | Technology |
| #40 | Volkswagen | $13B | 6% | Automotive |
| #41 | Citi | $13B | 10% | Financial Services |
| #42 | Audi | $13B | 4% | Automotive |
| #43 | Allianz | $12B | 12% | Insurance |
| #44 | ebay | $12B | -8% | |
| #45 | Adidas | $12B | 11% | Fashion |
| #46 | Axa | $12B | 6% | Insurance |
| #47 | HSBC | $12B | 5% | Finance |
| #48 | Starbucks | $12B | 23% | Restaurants |
| #49 | Philips | $12B | -4% | Electronics |
| #50 | Porsche | $12B | 9% | Automotive |
| #51 | L’oreal | $11B | 4% | FMCG |
| #52 | Nissan | $11B | -6% | Automotive |
| #53 | Goldman Sachs | $11B | -4% | Finance |
| #54 | Hewlett Packard | $11B | 4% | Technology |
| #55 | Visa | $11B | 19% | Technology |
| #56 | Sony | $10B | 13% | Technology |
| #57 | Kelloggs | $10B | -2% | FMCG |
| #58 | Siemens | $10B | 1% | Technology |
| #59 | Danone | $10B | 4% | FMCG |
| #60 | Nestle | $9B | 7% | Beverages |
| #61 | Canon | $9B | -9% | Technology |
| #62 | Mastercard | $9B | 25% | Technology |
| #63 | Dell Technologies | $9B | New | Technology |
| #64 | 3M | $9B | -1% | Technology |
| #65 | Netflix | $9B | 10% | Entertainment |
| #66 | Colgate | $9B | 2% | FMCG |
| #67 | Santander | $8B | 13% | Finance |
| #68 | Cartier | $8B | 7% | Luxury |
| #69 | Morgan Stanley | $8B | -7% | Finance |
| #70 | Salesforce | $8B | 24% | Technology |
| #71 | Hewlett Packard Enterprise | $8B | -3% | Technology |
| #72 | PayPal | $8B | 15% | Technology |
| #73 | FedEx | $7B | 2% | Logistics |
| #74 | Huawei | $7B | -9% | Technology |
| #75 | Lego | $7B | 5% | FMCG |
| #76 | Caterpillar | $7B | 19% | Diversified |
| #77 | Ferrari | $6B | 12% | Automotive |
| #78 | Kia | $6B | -7% | Automotive |
| #79 | Corona | $6B | 15% | Alcohol |
| #80 | Jack Daniels | $6B | 13% | Alcohol |
| #81 | Panasonic | $6B | -2% | Technology |
| #82 | Dior | $6B | 16% | Fashion |
| #83 | DHL | $6B | 2% | Logistics |
| #84 | John Deere | $6B | 9% | Diversified |
| #85 | Land Rover | $6B | -6% | Automotive |
| #86 | Johnson & Johnson | $6B | -8% | Retail |
| #87 | Uber | $6B | New | Technology |
| #88 | Heineken | $5,626 | 4% | Alcohol |
| #89 | Nintendo | $6B | 18% | Entertainment |
| #90 | MINI | $5B | 5% | Automotive |
| #91 | Discovery | $5B | -4% | Entertainment |
| #92 | Spotify | $5B | 7% | Technology |
| #93 | KFC | $5B | 1% | Restaurants |
| #94 | Tiffany & Co | $5B | -5% | Fashion |
| #95 | Hennessy | $5B | 12% | Alcohol |
| #96 | Burberry | $5B | 4% | Fashion |
| #97 | Shell | $5B | -3% | Energy |
| #98 | $5B | New | Technology | |
| #99 | Harley Davidson | $5B | -7% | Automotive |
| #100 | Prada | $5B | -1% | Fashion |
Since 2001—the first year the report featured 100 brands—several tech companies have joined and climbed their way to the top of the list, while 137 notable brands dropped off entirely, including Nokia and MTV.
In an interesting turn of events, Facebook dropped out of the top 10, and into 14th place after a volatile year. The move however, is not surprising. The tech giant has been mired in controversies, ranging from data privacy issues to prioritizing political influence.
Which Brands Are Growing the Fastest?
2019’s fastest growing brands also signals tech domination, with Mastercard, Salesforce and Amazon leading the charge.
The companies in this ranking experienced a significant increase in their brand value year-over-year (YoY).
| Rank | Brand | Brand Value ($B) | YoY Growth |
|---|---|---|---|
| #1 | Mastercard | $9B | 25% |
| #2 | Salesforce | $8B | 24% |
| #3 | Amazon | $125B | 24% |
| #4 | Gucci | $16B | 23% |
| #5 | Starbucks | $12B | 23% |
| #6 | Adobe | $13B | 20% |
| #7 | Visa | $11B | 19% |
| #8 | Caterpillar | $7B | 19% |
| #9 | Nintendo | $5B | 18% |
| #10 | Microsoft | $109B | 17% |
According to Interbrand, the success of these brands may be attributed to their ability to anticipate rapidly changing customer expectations.
While the relationship between business performance and brand equity has been a widely debated topic for decades, it is clear that customer satisfaction bolsters brand equity, and encourages impressive financial results.
Disrupt, or Be Disrupted
Beyond anticipating changing needs, some of the most successful brands also cater to a younger customer base. This is the most evident in luxury and retail—the two fastest growing sectors for the second consecutive year.
This audience is tech-first in their buying habits and increasingly demand more elevated and shareable experiences. As a result, traditional brands across all sectors are innovating to keep up with this audience, and some are essentially becoming tech companies in the process.
For example, Gucci attributes their success to finding the perfect blend between creativity and technology. The company that once relied on its heritage, now focuses heavily on ecommerce and social media to engage with their Gen Z customers.
Similarly, Walmart recently announced that they are employing virtual reality headsets and machine-learning-powered robots in an attempt to compete with Amazon.
Will traditional companies ultimately become tech companies, or simply get eaten alive?
Technology
The Top Downloaded Apps in 2022
Six of the top 10 most downloaded apps in Q1 2022 were social media apps, and four of them are owned by Meta.
The Top Downloaded Apps in 2022
Whether they’re providing a service like ride-sharing or acting as a mere source of entertainment, mobile apps have become an integral part of many peoples’ day-to-day lives.
But which apps are most popular among users?
This graphic uses data from a recent report by Sensor Tower to show the top 10 most downloaded apps around the world in Q1 2022 from the Google Play and Apple App Store.
Social Reigns Supreme
According to the report, total app downloads reached 36.9 billion in Q1 2022, a 1.4% increase compared to Q1 2021.
A majority of the top 10 most downloaded apps were social media platforms, with Meta and ByteDance owning six of the top 10.
| Rank | App | Category |
|---|---|---|
| 1 | TikTok | Entertainment |
| 2 | Photo and video | |
| 3 | Social networking | |
| 4 | Messaging | |
| 5 | Shopee | Shopping |
| 6 | Telegram | Messaging |
| 7 | Snapchat | Photo and video |
| 8 | Messenger | Messaging |
| 9 | CapCut | Photo and video |
| 10 | Spotify | Music |
Meta’s four platforms on the list are Instagram, Facebook, WhatsApp, and Messenger, while ByteDance owns TikTok and video-editing platform CapCut.
Just outside the top 10 are Zoom and WhatsApp Business (yet another Meta-owned app).
TikTok’s Winding Road to the Top
In Q1 2021, TikTok exceeded 3.5 billion all-time downloads, becoming the fifth app (and the first non-Meta app) to reach this milestone. This is impressive considering the app has been banned in India as of June 2020. Prior to the ban, India accounted for 30% of TikTok’s downloads.
India’s not the only country that’s banned the use of TikTok. Pakistan has blocked TikTok multiple times because of concerns over “inappropriate” content. However, it’s worth noting that the bans in Pakistan only lasted a few days before being lifted, and currently, Pakistanis are able to access the platform.
Top 10 Highest Grossing Apps
TikTok isn’t just the most downloaded app in the world—it’s also the highest-grossing non-game app, based on Q1 2022 revenue from the App Store and Google Play:
| Rank | App | Category |
|---|---|---|
| 1 | TikTok | Entertainment |
| 2 | YouTube | Photo and video |
| 3 | Disney+ | Entertainment |
| 4 | Google One | Productivity |
| 5 | Tinder | Lifestyle |
| 6 | Piccoma | Books |
| 7 | Tencent Video | Entertainment |
| 8 | iQIYI | Entertainment |
| 9 | HBO Max | Entertainment |
| 10 | LINE Manga | Entertainment |
TikTok generated an impressive $821 million in consumer spending in the last quarter. The video-sharing platform was the top-grossing app on the App Store, and the second-highest-grossing on Google Play, coming just after Google One.
While none of Meta’s platforms made it onto the top 10 list for gross revenue, these platforms make a ton of money that doesn’t necessarily flow through app stores. In 2021, Meta generated more than $117.9 billion in revenue, with over 97% of that coming from ads.
Growth’s on the Horizon
The pandemic had a massive impact on the app market.
In 2020, app spending on things like premium access, in-app purchases, and subscriptions surged by 30% year-over-year to reach $111 billion.
And while COVID-19 restrictions are easing in most places around the world, app spending isn’t likely to taper off anytime soon. By 2025, spending is expected to grow to $270 billion.
Technology
Synthetic Biology: The $3.6 Trillion Science Changing Life as We Know It
The field of synthetic biology could solve problems in a wide range of industries, from medicine to agriculture—here’s how.
How Synthetic Biology Could Change Life as we Know it
Synthetic biology (synbio) is a field of science that redesigns organisms in an effort to enhance and support human life. According to one projection, this rapidly growing field of science is expected to reach $28.8 billion in global revenue by 2026.
Although it has the potential to transform many aspects of society, things could go horribly wrong if synbio is used for malicious or unethical reasons. This infographic explores the opportunities and potential risks that this budding field of science has to offer.
What is Synthetic Biology?
We’ve covered the basics of synbio in previous work, but as a refresher, here’s a quick explanation of what synbio is and how it works.
Synbio is an area of scientific research that involves editing and redesigning different biological components and systems in various organisms.
It’s like genetic engineering but done at a more granular level—while genetic engineering transfers ready-made genetic material between organisms, synbio can build new genetic material from scratch.
The Opportunities of Synbio
This field of science has a plethora of real-world applications that could transform our everyday lives. A study by McKinsey found over 400 potential uses for synbio, which were broken down into four main categories:
- Human health and performance
- Agriculture and food
- Consumer products and services
- Materials and energy production
If those potential uses become reality in the coming years, they could have a direct economic impact of up to $3.6 trillion per year by 2030-2040.
1. Human Health and Performance
The medical and health sector is predicted to be significantly influenced by synbio, with an economic impact of up to $1.3 trillion each year by 2030-2040.
Synbio has a wide range of medical applications. For instance, it can be used to manipulate biological pathways in yeast to produce an anti-malaria treatment.
It could also enhance gene therapy. Using synbio techniques, the British biotech company Touchlight Genetics is working on a way to build synthetic DNA without the use of bacteria, which would be a game-changer for the field of gene therapy.
2. Agriculture and Food
Synbio has the potential to make a big splash in the agricultural sector as well—up to $1.2 trillion per year by as early as 2030.
One example of this is synbio’s role in cellular agriculture, which is when meat is created from cells directly. The cost of creating lab-grown meat has decreased significantly in recent years, and because of this, various startups around the world are beginning to develop a variety of cell-based meat products.
3. Consumer Products and Services
Using synthetic biology, products could be tailored to suit an individual’s unique needs. This would be useful in fields such as genetic ancestry testing, gene therapy, and age-related skin procedures.
By 2030-2040, synthetic biology could have an economic impact on consumer products and services to the tune of up to $800 billion per year.
4. Materials and Energy Production
Synbio could also be used to boost efficiency in clean energy and biofuel production. For instance, microalgae are currently being “reprogrammed” to produce clean energy in an economically feasible way.
This, along with other material and energy improvements through synbio methods, could have a direct economic impact of up to $300 billion each year.
The Potential Risks of Synbio
While the potential economic and societal benefits of synthetic biology are vast, there are a number of risks to be aware of as well:
- Unintended biological consequences: Making tweaks to any biological system can have ripple effects across entire ecosystems or species. When any sort of lifeform is manipulated, things don’t always go according to plan.
- Moral issues: How far we’re comfortable going with synbio depends on our values. Certain synbio applications, such as embryo editing, are controversial. If these types of applications become mainstream, they could have massive societal implications, with the potential to increase polarization within communities.
- Unequal access: Innovation and progress in synbio is happening faster in wealthier countries than it is in developing ones. If this trend continues, access to these types of technology may not be equal worldwide. We’ve already witnessed this type of access gap during the rollout of COVID-19 vaccines, where a majority of vaccines have been administered in rich countries.
- Bioweaponry: Synbio could be used to recreate viruses, or manipulate bacteria to make it more dangerous, if used with ill intent.
According to a group of scientists at the University of Edinburgh, communication between the public, synthetic biologists, and political decision-makers is crucial so that these societal and environmental risks can be mitigated.
Balancing Risk and Reward
Despite the risks involved, innovation in synbio is happening at a rapid pace.
By 2030, most people will have likely eaten, worn, or been treated by a product created by synthetic biology, according to synthetic biologist Christopher A. Voigt.
Our choices today will dictate the future of synbio, and how we navigate through this space will have a massive impact on our future—for better, or for worse.
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