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.
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Interest Rate Hikes vs. Inflation Rate, by Country
Inflation rates are reaching multi-decade highs in some countries. How aggressive have central banks been with interest rate hikes?
Interest Rate Hikes vs. Inflation Rate, by Country
Imagine today’s high inflation like a car speeding down a hill. In order to slow it down, you need to hit the brakes. In this case, the “brakes” are interest rate hikes intended to slow spending. However, some central banks are hitting the brakes faster than others.
This graphic uses data from central banks and government websites to show how policy interest rates and inflation rates have changed since the start of the year. It was inspired by a chart created by Macrobond.
How Do Interest Rate Hikes Combat Inflation?
To understand how interest rates influence inflation, we need to understand how inflation works. Inflation is the result of too much money chasing too few goods. Over the last several months, this has occurred amid a surge in demand and supply chain disruptions worsened by Russia’s invasion of Ukraine.
In an effort to combat inflation, central banks will raise their policy rate. This is the rate they charge commercial banks for loans or pay commercial banks for deposits. Commercial banks pass on a portion of these higher rates to their customers, which reduces the purchasing power of businesses and consumers. For example, it becomes more expensive to borrow money for a house or car.
Ultimately, interest rate hikes act to slow spending and encourage saving. This motivates companies to increase prices at a slower rate, or lower prices, to stimulate demand.
Rising Interest Rates and Inflation
With inflation rates hitting multi-decade highs in some countries, many central banks have announced interest rate hikes. Below, we show how the inflation rate and policy interest rate have changed for select countries and regions since January 2022. The jurisdictions are ordered from highest to lowest current inflation rate.
|Jurisdiction||Jan 2022 Inflation||May 2022 Inflation||Jan 2022 Policy Rate||Jun 2022 Policy Rate|
The Euro area has 3 policy rates; the data above represents the main refinancing operations rate. Inflation data is as of May 2022 except for New Zealand and Australia, where the latest quarterly data is as of March 2022.
The U.S. Federal Reserve has been the most aggressive with its interest rate hikes. It has raised its policy rate by 1.5% since January, with half of that increase occurring at the June 2022 meeting. Jerome Powell, the Federal Reserve chair, said the committee would like to “do a little more front-end loading” to bring policy rates to normal levels. The action comes as the U.S. faces its highest inflation rate in 40 years.
On the other hand, the European Union is experiencing inflation of 8.1% but has not yet raised its policy rate. The European Central Bank has, however, provided clear forward guidance. It intends to raise rates by 0.25% in July, by a possibly larger increment in September, and with gradual but sustained increases thereafter. Clear forward guidance is intended to help people make spending and investment decisions, and avoid surprises that could disrupt markets.
Pacing Interest Rate Hikes
Raising interest rates is a fine balancing act. If central banks raise rates too quickly, it’s like slamming the brakes on that car speeding downhill: the economy could come to a standstill. This occurred in the U.S. in the 1980’s when the Federal Reserve, led by Chair Paul Volcker, raised the policy rate to 20%. The economy went into a recession, though the aggressive monetary policy did eventually tame double digit inflation.
However, if rates are raised too slowly, inflation could gather enough momentum that it becomes difficult to stop. The longer high price increases linger, the more future inflation expectations build. This can result in people buying more in anticipation of prices rising further, perpetuating high demand.
“There’s always a risk of going too far or not going far enough, and it’s going to be a very difficult judgment to make.” — Jerome Powell, U.S. Federal Reserve Chair
It’s worth noting that while central banks can influence demand through policy rates, this is only one side of the equation. Inflation is also being caused by supply chain issues, a problem that is more or less outside of the control of central banks.
3 Insights From the FED’s Latest Economic Snapshot
Stay up to date on the U.S. economy with this infographic summarizing the most recent Federal Reserve data released.
3 Insights From the Latest U.S. Economic Data
Each month, the Federal Reserve Bank of New York publishes monthly economic snapshots.
To make this report accessible to a wider audience, we’ve identified the three most important takeaways from the report and compiled them into one infographic.
1. Growth figures in Q2 will make or break a recession
Generally speaking, a recession begins when an economy exhibits two consecutive quarters of negative GDP growth. Because U.S. GDP shrank by -1.5% in Q1 2022 (January to March), a lot rests on the Q2 figure (April to June) which should be released on July 28th.
Referencing strong business activity and continued growth in consumer spending, economists predict that U.S. GDP will grow by +2.1% in Q2. This would mark a decisive reversal from Q1, and put an end to recessionary fears for the time being.
Unfortunately, inflation is the top financial concern for Americans, and this is dampening consumer confidence. Shown below, the consumer confidence index reflects the public’s short-term outlook for income, business, and labor conditions.
Falling consumer confidence suggests that more people will delay big purchases such as cars, major appliances, and vacations.
2. The COVID-era housing boom could be over
Housing markets have been riding high since the beginning of the COVID-19 pandemic, but this run is likely coming to an end. Here’s a summary of what’s happened since 2020:
- Lockdowns in early 2020 created lots of pent-up demand for homes
- Greater household savings and record-low mortgage rates pushed demand even further
- Supply chain disruptions greatly increased the cost of materials like lumber
- Construction of new homes couldn’t keep up, and housing supply fell to historic lows
Today, home prices are at record highs and the cost of borrowing is rapidly rising. For evidence, look no further than the 30-year fixed mortgage rate, which has doubled to more than 6% since the beginning of 2022.
Given these developments, the drop in the number of home sales could be a sign that many Americans are being priced out of the market.
3. Don’t expect groceries to become any cheaper
Inflation has been a hot topic this year, especially with gas prices reaching $5 a gallon. But there’s one category of goods that’s perhaps even more alarming: food.
The following table includes food inflation over the past three years, as the percent change over the past 12 months.
|Date||CPI Food Component (%)|
From this data, we can see that food inflation really picked up speed in April 2020, jumping to +3.5% from +1.9% in the previous month. This was due to supply chain disruptions and a sudden rebound in global demand.
Fast forward to today, and food inflation is running rampant at 10.1%. A contributing factor is the impending fertilizer shortage, which stems from the Ukraine war. As it turns out, Russia is not only a massive exporter of oil, but wheat and fertilizer as well.
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