The total value of the 2021 Kantar BrandZ Top 100 Most Valuable Global Brands has grown by 42%, to reach record-setting new heights of over $7 trillion. The accelerated growth of the world’s most valuable brands reflects an impressive rebound from the economic toll of the global pandemic.
Amazon maintained its position as the world’s most valuable brand, growing 64% to US$684bn. Having first entered the ranking in 2006, Amazon’s brand value grew by almost $268bn this year. It became the first half-a-trillion-dollar brand, alongside Apple, at number 2, valued at $612bn.
At number 47, Tesla is the fastest growing brand and it has become the most valuable car brand, growing its value by 275% to $43bn. It has more than doubled its value, alongside Chinese brands: Moutai (no.11, $109bn), Meituan (no.34, $52bn), TikTok (no.45, $44bn) and Pinduoduo (no.81, $22bn).
13 new entrants joined the 2021 global ranking, including Nvidia (no.12, $105bn), Zoom (no.52, $37bn), AMD (no.57, $33bn) and Spotify (no.99, $19bn).
Against a backdrop of continuing uncertainty, companies looking to the long term by consistently investing in marketing and brand-building have managed to stave off the worst of the crisis.
View a summary of the global ranking: the Top 100 brands, fastest risers, newcomers and category performance.
Watch Kantar experts give their perspective on the the growth trends and brand-building successes of 2021’s most valuable global brands, the continued dominance of US brands, and the growing influence of Chinese brands. Hear special guest interviews with Lynne Biggar, Exec VP, CMO, Visa, and Zhang Ruimin, Chairman and CEO, Haier Group.
2021 shows a year of incredible growth across categories with new brands bursting through the disruption. Take a closer look at the Top 100 most valuable brands.
Insights from Brand Builders
Marketing leaders from the world’s most valuable brands share their perspectives on the key drivers behind the rise of their brand’s value and how it will evolve in the future.
Chris Tung, CMO, Alibaba Group
Zhang Ruimin, Chairman and CEO, Haier Group
Vincent Li, General Manager, Corporate Marketing and Public Relations, Tencent
Nick Tran, Head of Global Marketing, TikTok
Lynne Biggar, Exec VP, CMO, Visa
The Kantar BrandZ Top 100 Most Valuable Global Brands 2020 have increased their total brand value by 6 percent, adding $277 billion over the past year to reach $5 trillion in total value.
The global pandemic has impacted brands regardless of size or geography, but brands with a point of difference, through creativity and innovation have proven their resilience, and are set to find growth faster during recovery.
Amazon is the world's most valuable brand, growing 32% to US$415.9bn and accounting for a third of the Kantar BrandZ Top 100's total growth. The retail sector has grown the fastest by 21% in brand value, driven by major ecommerce players.
Technology brands continue to dominate the top of the ranking, growing overall by 10%. Over half of media and entertainment brands appeared in the top 20 risers. TikTok (no. 79, $16.9bn) was the highest new entry.
Amazon has leap-frogged the competition to be crowned the Kantar BrandZ Top 100 Most Valuable Global Brand for 2019, breaking Apple and Google's 12 year hold on the top spot.
Other key trends and findings from 2019 include the continued rapid growth of the luxury sector - despite the slowdown in the global economy, the impact a brand's age has on consumer perception, and the common drivers behind our newcomer brands. The 2019 edition of the Kantar BrandZ Global Top 100 launched at an event at the New York Stock Exchange to learn from and celebrate the value strong brands bring to businesses, proven by Kantar BrandZ's unique and validated Brand Valuation methodology.