According to the Kantar BrandZ 2021 Top 100, Amazon is recognized as the most valuable brand in the world for the third year in a row.
A feature of the 2021 ranking is a significant increase in the value of brands, surpassing previous years. Overall, the top 100 brands have grown four and a half times since last year and now have a combined value of $7 trillion, more than the GDP of France and Germany combined.
Experts attribute such a significant increase to optimism regarding the possible cessation of the pandemic, as well as steps taken by the US government to improve the country's economic prospects after the difficulties caused by quarantine restrictions.
In terms of ranking, brand value Amazon is $683.9 billion, up 64% compared to 2020. The company is in second place. Apple, whose brand was valued at $611 billion, with an increase of 74%. According to Martin Guerrieria, head of global research at BrandZ, Amazon and Apple's growth figures are nothing short of "truly amazing." He adds that for the first time in history, there is a situation where the rating includes two brands at once, the value of which exceeds half a billion dollars.
Third place went to Google ($458 billion, up 42%), followed by Microsoft ($410.3 billion, up 26%) and Chinese tech giant Tencent ($240.9 billion, up 60%). The brand managed to get to the sixth place Facebook ($226.7 billion, up 54%), followed by Alibaba ($197 billion, up 29%), Visa ($191.3 billion, up 2%) and McDonald's ($154.9 billion, up 20%). Closes the top ten brand mastercard, which was estimated at 112.9 billion dollars, with an increase of 4%.
But the uniqueness of the 21st year rating is not limited to a significant increase in the value of brands. For the first time in history, the number of Chinese companies in the Kantar BrandZ 2021 Top 100 surpasses the number of American ones. At the same time, in total, brands from these countries account for 88% of the total number of trademarks represented.