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.
Each year, research group Kantar BrandZ ranks companies based on their “brand value,” which is measured by:
- A brand’s total financial value, which is the financial contribution that brand brings to its parent company ($ value).
- 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 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.
|Rank||Brand||Brand Value |
|Category||Brand Value %
change from 2020
|1||Amazon||$683.85||Consumer Goods & Retail||64%|
|3||$458.00||Media & Entertainment||42%|
|4||Microsoft||$410.27||Business Solutions & Tech Providers||26%|
|5||Tencent||$240.93||Media & Entertainment||60%|
|6||$226.74||Media & Entertainment||54%|
|7||Alibaba||$196.91||Consumer Goods & Retail||29%|
|9||McDonald's||$154.92||Food & Beverages||20%|
|11||Moutai||$109.33||Food & Beverages||103%|
|12||Nvidia||$104.76||Business Solutions & Tech Providers||n/a|
|15||IBM||$91.34||Business Solutions & Tech Providers||9%|
|16||Coca-Cola||$87.60||Food & Beverages||4%|
|17||Nike||$83.71||Consumer Goods & Retail||68%|
|18||$82.90||Media & Entertainment||100%|
|20||Adobe||$78.52||Business Solutions & Tech Providers||n/a|
|21||Louis Vuitton||$75.73||Consumer Goods & Retail||46%|
|23||Intel||$71.94||Business Solutions & Tech Providers||n/a|
|24||Netflix||$71.13||Media & Entertainment||55%|
|25||The Home Depot||$70.52||Consumer Goods & Retail||22%|
|26||SAP||$69.24||Business Solutions & Tech Providers||20%|
|27||Accenture||$64.73||Business Solutions & Tech Providers||n/a|
|28||Oracle||$60.84||Business Solutions & Tech Providers||n/a|
|29||Starbucks||$60.27||Food & Beverages||26%|
|30||Walmart||$59.52||Consumer Goods & Retail||30%|
|32||Marlboro||$57.01||Consumer Goods & Retail||-2%|
|33||Disney||$55.22||Media & Entertainment||13%|
|35||Texas Instruments||$49.24||Business Solutions & Tech Providers||n/a|
|36||Salesforce||$48.98||Business Solutions & Tech Providers||61%|
|37||Qualcomm||$48.36||Business Solutions & Tech Providers||n/a|
|39||YouTube||$47.10||Media & Entertainment||39%|
|40||Chanel||$47.05||Consumer Goods & Retail||30%|
|41||Cisco||$46.82||Business Solutions & Tech Providers||n/a|
|43||Hermès||$46.40||Consumer Goods & Retail||40%|
|44||JD||$44.52||Consumer Goods & Retail||75%|
|45||TikTok||$43.52||Media & Entertainment||158%|
|46||Deutsche Telekom||$43.10||Telecom Providers||16%|
|47||Tesla||$42.61||Cars & Transportation||275%|
|48||L'Oréal Paris||$38.31||Consumer Goods & Retail||30%|
|52||Zoom||$36.93||Business Solutions & Tech Providers||n/a|
|53||Intuit||$35.87||Business Solutions & Tech Providers||n/a|
|54||$35.52||Media & Entertainment||19%|
|55||Costco||$35.14||Consumer Goods & Retail||23%|
|56||Gucci||$33.84||Consumer Goods & Retail||24%|
|57||AMD||$32.92||Business Solutions & Tech Providers||n/a|
|58||Tata Consulting Services||$31.28||Business Solutions & Tech Providers||n/a|
|61||American Express||$28.58||Financial Services||-3%|
|62||Wells Fargo||$28.00||Financial Services||-8%|
|64||Toyota||$26.97||Cars & Transportation||-5%|
|66||HDFC Bank||$26.37||Financial Services||27%|
|67||Mercedes-Benz||$25.84||Cars & Transportation||21%|
|68||China Mobile||$25.82||Telecom Providers||-25%|
|69||Budweiser||$25.55||Food & Beverages||5%|
|71||BMW||$24.82||Cars & Transportation||21%|
|72||Dell Technologies||$24.78||Business Solutions & Tech Providers||36%|
|74||J.P. Morgan||$24.11||Financial Services||37%|
|77||Baidu||$23.36||Media & Entertainment||57%|
|78||Uber||$22.41||Cars & Transportation||41%|
|79||Adidas||$22.34||Consumer Goods & Retail||51%|
|81||Pinduoduo||$21.73||Consumer Goods & Retail||131%|
|82||Snapchat||$21.61||Media & Entertainment||n/a|
|83||Zara||$21.38||Consumer Goods & Retail||0%|
|84||Ikea||$21.02||Consumer Goods & Retail||17%|
|86||Lowe's||$20.67||Consumer Goods & Retail||51%|
|89||Autodesk||$20.45||Business Solutions & Tech Providers||n/a|
|93||Didi Chuxing||$20.04||Cars & Transportation||0%|
|94||China Construction Bank||$19.78||Financial Services||-6%|
|95||Pampers||$19.62||Consumer Goods & Retail||6%|
|96||KE||$19.50||Consumer Goods & Retail||n/a|
|97||Commonwealth Bank||$19.47||Financial Services||48%|
|98||Bank of America||$19.32||Financial Services||14%|
|99||Spotify||$19.28||Media & Entertainment||n/a|
|100||Colgate||$18.89||Consumer Goods & Retail||8%|
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.
When Will Air Travel Return to Pre-Pandemic Levels?
COVID-19 hit the air travel industry hard. But passenger traffic is slowly recovering, and by 2025, things are expected to return to ‘normal.’
When Will Air Travel Return to Pre-Pandemic Levels?
Many industries were hit hard by the global pandemic, but it can be argued that air travel suffered one of the most severe blows.
The aviation industry as a whole suffered an estimated $370 billion loss in global revenue because of COVID-19. And while air travel has been slowly recovering from the trough, flight passenger traffic has yet to fully bounce back.
Where is the industry at in 2022 compared to pre-COVID times, and when is air passenger travel expected to return to regular levels? This graphic by Julie R. Peasley uses data from IATA to show current and projected air passenger ridership.
Air Travel Traffic: 2021 and 2022
After an incredibly difficult 2020, the airline industry started to see significant improvements in travel frequency. But compared to pre-pandemic levels, there’s a lot of ground to cover.
In 2021, overall passenger numbers only reached 47% of 2019 levels. This influx was largely driven by domestic travel, with international passenger numbers only reaching 27% of pre-COVID levels.
|Passenger numbers (% of 2019)||2021||2022|
From a regional perspective, Central America experienced one of the fastest recoveries. In 2021, overall passenger numbers in the region had reached 72% of 2019 levels, and they are projected to reach 96% by the end of 2022.
In fact, the Americas as a whole has seen a quick recovery. Both North America and South America also reached above 50% of 2019 ridership in 2021, and are projected to reach 94% and 88% ridership in 2022, respectively.
On the opposite end of the spectrum, Asia Pacific has experienced the slowest recovery. This is likely due to stricter lockdowns and travel restrictions put into effect in this region (which was harder hit by SARS in 2003), especially in places like Shanghai.
Forecasting Traffic in 2023 and Beyond
While recovery has looked different from region to region, airlines are largely expected to see a full recovery to their ridership levels by 2025.
|Forecasted Passengers (% of 2019)||2023||2024||2025|
This recovery is a signifier of a much broader mindset shift, as governments continue to reassess their COVID-19 management strategies.
But while the future seems promising, IATA stressed that the forecast does not take into account the potential impact of the Russia-Ukraine conflict and other geopolitical concerns, which could have far-reaching consequences on the global economy (and travel) in the coming years.
All of the World’s Money and Markets in One Visualization (2022)
From the wealth held to billionaires to all debt in the global financial system, we look at the vast universe of money and markets in 2022.
All of the World’s Money and Markets in One Visualization
The era of easy money is now officially over.
For 15 years, policymakers have tried to stimulate the global economy through money creation, zero interest-rate policies, and more recently, aggressive COVID fiscal stimulus.
With capital at near-zero costs over this stretch, investors started to place more value on cash flows in the distant future. Assets inflated and balance sheets expanded, and money inevitably chased more speculative assets like NFTs, crypto, or unproven venture-backed startups.
But the free money party has since ended, after persistent inflation prompted the sudden reversal of many of these policies. And as Warren Buffett says, it’s only when the tide goes out do you get to see “who’s been swimming naked.”
Measuring Money and Markets in 2022
Every time we publish this visualization, our common unit of measurement is a two-dimensional box with a value of $100 billion.
Even though you need many of these to convey the assets on the balance sheet of the U.S. Federal Reserve, or the private wealth held by the world’s billionaires, it’s quite amazing to think what actually fits within this tiny building block of measurement:
Our little unit of measurement is enough to pay for the construction of the Nord Stream 2 pipeline, while also buying every team in the NHL and digging FTX out of its financial hole several times over.
Here’s an overview of all the items we have listed in this year’s visualization:
|SBF (Peak Net Worth)||$26 billion||Bloomberg||Now sits at <$1B|
|Pro Sports Teams||$340 billion||Forbes||Major pro teams in North America|
|Cryptocurrency||$760 billion||CoinMarketCap||Peaked at $2.8T in 2021|
|Ukraine GDP||$130 billion||World Bank||Comparable to GDP of Mississippi|
|Russia GDP||$1.8 trillion||World Bank||The world's 11th largest economy|
|Annual Military Spending||$2.1 trillion||SIPRI||2021 data|
|Physical currency||$8.0 trillion||BIS||2020 data|
|Gold||$11.5 trillion||World Gold Council||There are 205,238 tonnes of gold in existence|
|Billionaires||$12.7 trillion||Forbes||Sum of fortunes of all 2,668 billionaires|
|Central Bank Assets||$28.0 trillion||Trading Economics||Fed, BoJ, Bank of China, and Eurozone only|
|S&P 500||$36.0 trillion||Slickcharts||Nov 20, 2022|
|China GDP||$17.7 trillion||World Bank|
|U.S. GDP||$23.0 trillion||World Bank|
|Narrow Money Supply||$49.0 trillion||Trading Economics||Includes US, China, Euro Area, Japan only|
|Broad Money Supply||$82.7 trillion||Trading Economics||Includes US, China, Euro Area, Japan only|
|Global Equities||$95.9 trillion||WFE||Latest available 2022 data|
|Global Debt||$300.1 trillion||IIF||Q2 2022|
|Global Real Estate||$326.5 trillion||Savills||2020 data|
|Global Private Wealth||$463.6 trillion||Credit Suisse||2022 report|
|Derivatives (Market)||$12.4 trillion||BIS|
|Derivatives (Notional)||$600 trillion||BIS|
Has the Dust Settled Yet?
Through previous editions of our All the World’s Money and Markets visualization, we’ve created snapshots of the world’s assets and markets at different points in time.
For example, in our 2017 edition of this visualization, Apple’s market capitalization was only $807 billion, and all crypto assets combined for $173 billion. The global debt total was at $215 trillion.
|Asset||2017 edition||2022 edition||Change (%)|
|Apple market cap||$807 billion||$2.3 trillion||+185%|
|Crypto||$173 billion||$760 billion||+339%|
|Fed Balance Sheet||$4.5 trillion||$8.7 trillion||+93%|
|Stock Markets||$73 trillion||$95.9 trillion||+31%|
|Global Debt||$215 trillion||$300 trillion||+40%|
And in just five years, Apple nearly quadrupled in size (it peaked at $3 trillion in January 2022), and crypto also expanded into a multi-trillion dollar market until it was brought back to Earth through the 2022 crash and subsequent FTX implosion.
Meanwhile, global debt continues to accumulate—growing by $85 trillion in the five-year period.
With interest rates expected to continue to rise, companies making cost cuts, and policymakers reining in spending and borrowing, today is another unique snapshot in time.
Now that the easy money era is over, where do things go from here?
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