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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Investor Education

Visualizing The World’s Largest Sovereign Wealth Funds

To date, only two countries have sovereign wealth funds worth over $1 trillion. Learn more about them in this infographic.

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Visualized: The World’s Largest Sovereign Wealth Funds

Did you know that some of the world’s largest investment funds are owned by national governments?

Known as sovereign wealth funds (SWF), these vehicles are often established with seed money that is generated by government-owned industries. If managed responsibly and given a long enough timeframe, an SWF can accumulate an enormous amount of assets.

In this infographic, we’ve detailed the world’s 10 largest SWFs, along with the largest mutual fund and ETF for context.

The Big Picture

Data collected from SWFI in October 2021 ranks Norway’s Government Pension Fund Global (also known as the Norwegian Oil Fund) as the world’s largest SWF.

The world’s 10 largest sovereign wealth funds (with fund size benchmarks) are listed below:

CountryFund NameFund TypeAssets Under Management (AUM) 
🇳🇴 Norway Government Pension Fund Global SWF$1.3 trillion
🇺🇸 U.S.Vanguard Total Stock Market Index FundMutual fund$1.3 trillion
🇨🇳 ChinaChina Investment CorporationSWF$1.2 trillion
🇰🇼 Kuwait Kuwait Investment Authority SWF$693 billion
🇦🇪 United Arab EmiratesAbu Dhabi Investment Authority SWF$649 billion
🇭🇰 Hong Kong SARHong Kong Monetary Authority Investment PortfolioSWF$581 billion
🇸🇬 SingaporeGovernment of Singapore Investment CorporationSWF$545 billion
🇸🇬 SingaporeTemasek SWF$484 billion
🇨🇳 ChinaNational Council for Social Security Fund SWF$447 billion
🇸🇦 Saudi ArabiaPublic Investment Fund of Saudi Arabia SWF$430 billion
🇺🇸 U.S.State Street SPDR S&P 500 ETF TrustETF$391 billion
🇦🇪 United Arab EmiratesInvestment Corporation of DubaiSWF$302 billion 

SWF AUM gathered on 10/08/2021. VTSAX and SPY AUM as of 09/30/2021.

So far, just two SWFs have surpassed the $1 trillion milestone. To put this in perspective, consider that the world’s largest mutual fund, the Vanguard Total Stock Market Index Fund (VTSAX), is a similar size, investing in U.S. large-, mid-, and small-cap equities.

The Trillion Dollar Club

The world’s two largest sovereign wealth funds have a combined $2.5 trillion in assets. Here’s a closer look at their underlying portfolios.

1. Government Pension Fund Global – $1.3 Trillion (Norway)

Norway’s SWF was established after the country discovered oil in the North Sea. The fund invests the revenue coming from this sector to safeguard the future of the national economy. Here’s a breakdown of its investments.

Asset Class% of Total AssetsCountry DiversificationNumber of Securities
Public Equities72.8%69 countries9,123 companies
Fixed income24.7%45 countries1,245 bonds
Real estate2.5%14 countries867 properties

As of 12/31/2020

Real estate may be a small part of the portfolio, but it’s an important component for diversification (real estate is less correlated to the stock market) and generating income. Here are some U.S. office towers that the fund has an ownership stake in.

AddressOwnership Stake
601 Lexington Avenue, New York, NY 45.0%
475 Fifth Avenue, New York, NY49.9%
33 Arch Street, Boston, MA49.9%
100 First Street, San Francisco, CA44.0%

As of 12/31/2020

Overall, the fund has investments in 462 properties in the U.S. for a total value of $14.9 billion.

2. China Investment Corporation (CIC) – $1.2 Trillion (China)

The CIC is the largest of several Chinese SWFs, and was established to diversify the country’s foreign exchange holdings.

Compared to the Norwegian fund, the CIC invests in a greater variety of alternatives. This includes real estate, of course, but also private equity, private credit, and hedge funds.

Asset Class% of Total Assets
Public equities38%
Fixed income17%
Alternative assets43%
Cash2%

As of 12/31/2020

A primary focus of the CIC has been to increase its exposure to American infrastructure and manufacturing. By the end of 2020, 57% of the fund was invested in the United States.

“According to our estimate, the United States needs at least $8 trillion in infrastructure investments. There’s not sufficient capital from the U.S. government or private sector. It has to rely on foreign investments.”
– Ding Xuedong, Chairman, China Investment Corporation

This has drawn suspicion from U.S. regulators given the geopolitical tensions between the two countries. For further reading on the topic, consider this 2017 paper by the United States-China Economic and Security Review Commission.

Preparing for a Future Without Oil

Many of the countries associated with these SWFs are known for their robust fossil fuel industries. This includes Middle Eastern nations like Kuwait, Saudi Arabia, and the United Arab Emirates.

Oil has been an incredible source of wealth for these countries, but it’s unlikely to last forever. Some analysts believe that we could even see peak oil demand before 2030—though this doesn’t mean that oil will stop being an important resource.

Regardless, oil-producing countries are looking to hedge their reliance on fossil fuels. Their SWFs play an important role by taking oil revenue and investing it to generate returns and/or bolster other sectors of the economy.

An example of this is Saudi Arabia’s Public Investment Fund (PIF), which supports the country’s Vision 2030 framework by investing in clean energy and other promising sectors.

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Energy

Visualizing the Race for EV Dominance

Tesla was the first automaker to hit a $1 trillion market cap, but other electric car companies have plans to unseat the dominant EV maker.

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Electric Car Companies: Eating Tesla’s Dust

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Tesla has reigned supreme among electric car companies, ever since it first released the Roadster back in 2008.

The California-based company headed by Elon Musk ended 2020 with 23% of the EV market and recently became the first automaker to hit a $1 trillion market capitalization. However, competitors like Volkswagen hope to accelerate their own EV efforts to unseat Musk’s company as the dominant manufacturer.

This graphic based on data from EV Volumes compares Tesla and other top carmakers’ positions today—from an all-electric perspective—and gives market share projections for 2025.

Auto Majors Playing Catch-up

According to Wood Mackenzie, Volkswagen will become the largest manufacturer of EVs before 2030. In order to achieve this, the world’s second-biggest carmaker is in talks with suppliers to secure direct access to the raw materials for batteries.

It also plans to build six battery factories in Europe by 2030 and to invest globally in charging stations. Still, according to EV Volumes projections, by 2025 the German company is forecasted to have only 12% of the market versus Tesla’s 21%.

CompanySales 2020 Sales 2025 (projections)Market cap (Oct '21, USD)
Tesla499,0002,800,000$1,023B
Volkswagen Group230,0001,500,000$170B
BYD136,000377,000$113B
SGMW (GM, Wulling Motors, SAIC)211,0001,100,000$89B
BMW48,000455,000$67B
Daimler (Mercedes-Benz)55,000483,000$103B
Renault-Nissan-Mitsubishi191,000606,000$39B
Geely40,000382,000$34B
Hyundai -Kia145,000750,000$112B
Stellantis82,000931,000$63B
Toyota 11,000382,000$240B
Ford 1,400282,000$63B

Other auto giants are following the same track towards EV adoption.

GM, the largest U.S. automaker, wants to stop selling fuel-burning cars by 2035. The company is making a big push into pure electric vehicles, with more than 30 new models expected by 2025.

Meanwhile, Ford expects 40% of its vehicles sold to be electric by the year 2030. The American carmaker has laid out plans to invest tens of billions of dollars in electric and autonomous vehicle efforts in the coming years.

Tesla’s Brand: A Secret Weapon

When it comes to electric car company brand awareness in the marketplace, Tesla still surpasses all others. In fact, more than one-fourth of shoppers who are considering an EV said Tesla is their top choice.

“They’ve done a wonderful job at presenting themselves as the innovative leader of electric vehicles and therefore, this is translating high awareness among consumers…”

—Rachelle Petusky, Research at Cox Automotive Mobility Group

Tesla recently surpassed Audi as the fourth-largest luxury car brand in the United States in 2020. It is now just behind BMW, Lexus, and Mercedes-Benz.

The Dominance of Electric Car Companies by 2040

BloombergNEF expects annual passenger EV sales to reach 13 million in 2025, 28 million in 2030, and 48 million by 2040, outselling gasoline and diesel models (42 million).

As the EV market continues to grow globally, competitors hope to take a run at Tesla’s lead—or at least stay in the race.

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