The 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 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.
Read our extensive new report for insights on how high-performing brands are remaining meaningful to consumers