Ranked: The World’s 100 Most Valuable Brands in 2021
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The World’s 100 Most Valuable Brands in 2021

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Most Valuable Brands 2021

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The World’s Top 100 Most Valuable Brands in 2021

In 2020, the global economy experienced one of the worst declines since the Great Depression.

Yet, while the ripple effects of COVID-19 have thrown many businesses into disarray, some companies have not only managed to stay afloat amidst the chaos—they’ve thrived. Using data from Kantar BrandZ, this graphic looks at the top 100 most valuable brands of 2021.

Methodology

Each year, research group Kantar BrandZ ranks companies based on their “brand value,” which is measured by:

  1. A brand’s total financial value, which is the financial contribution that brand brings to its parent company ($ value).
  2. Multiplied by its proportional value, measured by the brands proportional impact on its parent company’s sales (% value).

The financial results are then combined with quantitative survey data, sourced from over 170,000 global consumers. The end result is a holistic look at a company’s brand equity, reputation, and ability to generate value.

The Leaderboard

The total value of 2021’s Top 100 brands grew by 42%, reaching a combined $7 trillion. At the top of the list, perhaps unsurprisingly, is Amazon, with a total brand value of $683 billion.

RankBrandBrand Value
($B USD)
CategoryBrand Value %
change from 2020
1Amazon$683.85Consumer Goods & Retail64%
2Apple$612.00 Technology74%
3Google$458.00 Media & Entertainment42%
4Microsoft$410.27 Business Solutions & Tech Providers26%
5Tencent$240.93 Media & Entertainment60%
6Facebook$226.74 Media & Entertainment54%
7Alibaba$196.91 Consumer Goods & Retail29%
8Visa$191.29 Financial Services2%
9McDonald's$154.92 Food & Beverages20%
10Mastercard$112.88 Financial Services4%
11Moutai$109.33 Food & Beverages103%
12Nvidia$104.76 Business Solutions & Tech Providersn/a
13Verizon$101.94 Telecom Providers8%
14AT&T$100.65 Telecom Providers-5%
15IBM$91.34 Business Solutions & Tech Providers9%
16Coca-Cola$87.60 Food & Beverages4%
17Nike$83.71 Consumer Goods & Retail68%
18Instagram$82.90 Media & Entertainment100%
19PayPal$80.62 Payments66%
20Adobe$78.52 Business Solutions & Tech Providersn/a
21Louis Vuitton$75.73 Consumer Goods & Retail46%
22UPS$73.02 Logistics44%
23Intel$71.94 Business Solutions & Tech Providersn/a
24Netflix$71.13 Media & Entertainment55%
25The Home Depot$70.52 Consumer Goods & Retail22%
26SAP$69.24 Business Solutions & Tech Providers20%
27Accenture$64.73 Business Solutions & Tech Providersn/a
28Oracle$60.84 Business Solutions & Tech Providersn/a
29Starbucks$60.27 Food & Beverages26%
30Walmart$59.52 Consumer Goods & Retail30%
31Xfinity$59.00 Telecom Providers26%
32Marlboro$57.01 Consumer Goods & Retail-2%
33Disney$55.22 Media & Entertainment13%
34Meituan$52.40Technology119%
35Texas Instruments$49.24Business Solutions & Tech Providersn/a
36Salesforce$48.98Business Solutions & Tech Providers61%
37Qualcomm$48.36Business Solutions & Tech Providersn/a
38Spectrum$47.28 Telecom Providers10%
39YouTube$47.10Media & Entertainment39%
40Chanel$47.05 Consumer Goods & Retail30%
41Cisco$46.82 Business Solutions & Tech Providersn/a
42Samsung$46.77 Technology44%
43Hermès$46.40Consumer Goods & Retail40%
44JD$44.52 Consumer Goods & Retail75%
45TikTok$43.52 Media & Entertainment158%
46Deutsche Telekom$43.10 Telecom Providers16%
47Tesla$42.61 Cars & Transportation275%
48L'Oréal Paris$38.31 Consumer Goods & Retail30%
49Ping An$38.05Insurance13%
50Huawei$38.02 Technology29%
51ICBC$37.77 Financial Services-1%
52Zoom$36.93 Business Solutions & Tech Providersn/a
53Intuit$35.87 Business Solutions & Tech Providersn/a
54Linkedin$35.52 Media & Entertainment19%
55Costco$35.14 Consumer Goods & Retail23%
56Gucci$33.84 Consumer Goods & Retail24%
57AMD$32.92 Business Solutions & Tech Providersn/a
58Tata Consulting Services$31.28 Business Solutions & Tech Providersn/a
59Xbox$30.40 Technology55%
60Vodafone$29.74Telecom Providers29%
61American Express$28.58 Financial Services-3%
62Wells Fargo$28.00 Financial Services-8%
63RBC$27.61 Financial Services33%
64Toyota$26.97 Cars & Transportation-5%
65Haier$26.42 Technology41%
66HDFC Bank$26.37 Financial Services27%
67Mercedes-Benz$25.84 Cars & Transportation21%
68China Mobile$25.82 Telecom Providers-25%
69Budweiser$25.55 Food & Beverages5%
70Xiaomi$24.89 Technology50%
71BMW$24.82 Cars & Transportation21%
72Dell Technologies$24.78 Business Solutions & Tech Providers36%
73LIC$24.14 Insurance38%
74J.P. Morgan$24.11 Financial Services37%
75Siemens$23.64Conglomerate69%
76Fedex$23.59 Logistics53%
77Baidu$23.36 Media & Entertainment57%
78Uber$22.41 Cars & Transportation41%
79Adidas$22.34 Consumer Goods & Retail51%
80Chase$21.83 Financial Services7%
81Pinduoduo$21.73 Consumer Goods & Retail131%
82Snapchat$21.61 Media & Entertainmentn/a
83Zara$21.38 Consumer Goods & Retail0%
84Ikea$21.02 Consumer Goods & Retail17%
85UnitedHealthCare$20.87 Insurance32%
86Lowe's$20.67 Consumer Goods & Retail51%
87AIA$20.60 Insurance16%
88NTT$20.48 Telecom Providers1%
89Autodesk$20.45 Business Solutions & Tech Providersn/a
90TD$20.21 Financial Services17%
91Orange$20.20 Telecom Providers4%
92DHL$20.14 Logistics39%
93Didi Chuxing$20.04 Cars & Transportation0%
94China Construction Bank$19.78 Financial Services-6%
95Pampers$19.62 Consumer Goods & Retail6%
96KE$19.50Consumer Goods & Retailn/a
97Commonwealth Bank$19.47 Financial Services48%
98Bank of America$19.32 Financial Services14%
99Spotify$19.28 Media & Entertainmentn/a
100Colgate$18.89 Consumer Goods & Retail8%

It’s the third consecutive year that Amazon has placed first on the list. Since last year’s ranking, the ecommerce brand has seen its value grow by 64%. Keep in mind, this accounts for all areas of Amazon’s business, including its web and subscription services.

Second on the list is Apple with a brand value of $612 billion. Apple wasn’t completely immune to the impacts of COVID-19—in the early days of the pandemic, its stock dipped almost 19% from record highs—but the company recovered and reported record-breaking revenue, generating $64.7 billion in Q4 2020.

It’s fitting that the top brands on the list are big tech companies since the pandemic pushed consumers online for both their shopping and entertainment needs. A few social media platforms placed high on the list as well, like Facebook, which rose two ranks this year to score the sixth spot with a brand value of $227 billion.

Instagram and TikTok trailed behind Facebook when it came to total brand value, but both platforms saw exceptional growth compared to last year’s report. In fact, when looking at brand value growth from 2020, both brands scored a spot in the top 10.

Insights into Brand Value Growth

The most valuable brand report has been ranking companies for over a decade, and some overarching factors have stood out as key contributors to brand value growth:

1. The Big Get Bigger

Starting “strong” can give brands an edge. This is because growth rate is closely correlated with high brand equity. In other words, a strong brand will likely see more growth than a weaker brand, which might explain why companies like Amazon and Apple have been able to hold their place at the top for several consecutive years.

Keep in mind, this doesn’t account for industry disruptors. An innovative company could come out of the woodwork next year and give the Big Tech giants a run for their money.

2. Marketing Makes a Difference

The right strategy can make a difference, and even smaller brands can make a splash if the message is impactful. Brands with emotional associations, like pride or popularity, tend to see that translate into brand value growth.

Companies like Nike and Coca-Cola have mastered the art of emotional advertising. For instance, in May last year, Nike released a video urging consumers to stand up for equality, in a video titled, “For Once, Just Don’t Do It.”

3. Smart Investment

It’s not just about developing an effective marketing strategy, it’s about executing that strategy, and continually investing in ways that perpetuate your brand message.

For instance, innovation is the core value of Tesla’s brand, and the electric car company walks the walk—in 2020, the company spent $1.5 billion on R&D.

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Markets

Visualizing Global Income Distribution Over 200 Years

How has global income distribution changed over history? Below, we show three distinct periods since the Industrial Revolution.

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Global Income Distribution

Visualizing Global Income Distribution Over 200 Years

Has the world become more unequal?

With COVID-19 disrupting societies and lower-income countries in particular, social and economic progress made over the last decade is in danger of being reversed. And with rising living costs and inflation across much of the world, experts warn that global income inequality has been exacerbated.

But the good news is that absolute incomes across many poorer countries have significantly risen over the last century of time. And though work remains, poverty levels have fallen dramatically in spite of stark inequality.

To analyze historical trends in global income distribution, this infographic from Our World in Data looks at three periods over the last two centuries. It uses economic data from 1800, 1975, and 2015 compiled by Hans and Ola Rosling.

Methodology

For global income estimates, data was gathered by country across three key variables:

  • Population
  • GDP per capita
  • Gini coefficient, which measures income inequality by statistical distribution

Daily incomes were measured in a hypothetical “international-$” currency, equal to what a U.S. dollar would buy in America in 2011, to allow for comparable incomes across time periods and countries.

Historical Patterns in Global Income Distribution

In 1800, over 80% of the world lived in what we consider extreme poverty today.

At the time, only a small number of countries—predominantly Western European countries, Australia, Canada and the U.S.—saw meaningful economic growth. In fact, research suggests that between 1 CE and 1800 CE the majority of places around the world saw miniscule economic growth (only 0.04% annually).

By 1975, global income distribution became bimodal. Most citizens in developing countries lived below the poverty line, while most in developed countries lived above it, with incomes nearly 10 times higher on average. Post-WWII growth was unusually rapid across developed countries.

Fast forward just 40 years to 2015 and world income distribution changed again. As incomes rose faster in poorer countries than developed ones, many people were lifted out of poverty. Between 1975 and 2015, poverty declined faster than at any other time. Still, steep inequality persisted.

A Tale of Different Economic Outputs

Even as global income distribution has started to even out, economic output has trended in the opposite direction.

As the above interactive chart shows, GDP per capita was much more equal across regions in the 19th century, when it sat around $1,100 per capita on a global basis. Despite many people living below the poverty line during these times, the world also had less wealth to go around.

Today, the global average GDP per capita sits at close to $15,212 or about 14 times higher, but it is not as equally distributed.

At the highest end of the spectrum are Western and European countries. Strong economic growth, greater industrial output, and sufficient legal institutions have helped underpin higher GDP per capita numbers. Meanwhile, countries with the lowest average incomes have not seen the same levels of growth.

This highlights that poverty, and economic prosperity, is heavily influenced by where one lives.

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Mining

Mapped: The 10 Largest Gold Mines in the World, by Production

Gold mining companies produced over 3,500 tonnes of gold in 2021. Where in the world are the largest gold mines?

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The 10 Largest Gold Mines in the World, by Production

This was originally posted on Elements. Sign up to the free mailing list to get beautiful visualizations on natural resource megatrends in your email every week.

Gold mining is a global business, with hundreds of mining companies digging for the precious metal in dozens of countries.

But where exactly are the largest gold mines in the world?

The above infographic uses data compiled from S&P Global Market Intelligence and company reports to map the top 10 gold-producing mines in 2021.

Editor’s Note: The article uses publicly available global production data from the World Gold Council to calculate the production share of each mine. The percentages slightly differ from those calculated by S&P.

The Top Gold Mines in 2021

The 10 largest gold mines are located across nine different countries in North America, Oceania, Africa, and Asia.

Together, they accounted for around 13 million ounces or 12% of global gold production in 2021.

RankMineLocationProduction (ounces)% of global production
#1Nevada Gold Mines🇺🇸 U.S. 3,311,0002.9%
#2Muruntau🇺🇿 Uzbekistan 2,990,0202.6%
#3Grasberg🇮🇩 Indonesia 1,370,0001.2%
#4Olimpiada🇷🇺 Russia 1,184,0681.0%
#5Pueblo Viejo🇩🇴 Dominican Republic 814,0000.7%
#6Kibali🇨🇩 Democratic Republic of the Congo 812,0000.7%
#7Cadia🇦🇺 Australia 764,8950.7%
#8Lihir🇵🇬 Papua New Guinea 737,0820.6%
#9Canadian Malartic🇨🇦 Canada 714,7840.6%
#10Boddington🇦🇺 Australia 696,0000.6%
N/ATotalN/A13,393,84911.7%

Share of global gold production is based on 3,561 tonnes (114.5 million troy ounces) of 2021 production as per the World Gold Council.

In 2019, the world’s two largest gold miners—Barrick Gold and Newmont Corporation—announced a historic joint venture combining their operations in Nevada. The resulting joint corporation, Nevada Gold Mines, is now the world’s largest gold mining complex with six mines churning out over 3.3 million ounces annually.

Uzbekistan’s state-owned Muruntau mine, one of the world’s deepest open-pit operations, produced just under 3 million ounces, making it the second-largest gold mine. Muruntau represents over 80% of Uzbekistan’s overall gold production.

Only two other mines—Grasberg and Olimpiada—produced more than 1 million ounces of gold in 2021. Grasberg is not only the third-largest gold mine but also one of the largest copper mines in the world. Olimpiada, owned by Russian gold mining giant Polyus, holds around 26 million ounces of gold reserves.

Polyus was also recently crowned the biggest miner in terms of gold reserves globally, holding over 104 million ounces of proven and probable gold between all deposits.

How Profitable is Gold Mining?

The price of gold is up by around 50% since 2016, and it’s hovering near the all-time high of $2,000/oz.

That’s good news for gold miners, who achieved record-high profit margins in 2020. For every ounce of gold produced in 2020, gold miners pocketed $828 on average, significantly higher than the previous high of $666/oz set in 2011.

With inflation rates hitting decade-highs in several countries, gold mining could be a sector to watch, especially given gold’s status as a traditional inflation hedge.

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