According to Kantar BrandZ as reported by Marketing Charts, the top 100 most valuable brands lost 20 percent of their collective value over the past year, shedding $1.8 trillion for a total of $6.9 trillion.
Reports Kantar BrandZ: "Top brands have still come out ahead of where they were at the dawn of the decade. This advancement reflects several permanent, structural advances around digital transformation, all of which were accelerated during the pandemic: as consumers were stuck at home, brands rolled out new efficiencies, new services, and new forms of experience based on true omnichannel thinking. And top brands’ overall progress this decade also reflects a new consumer calculus around trust and value, as people responded to upheaval by flocking to the tried and true reliability of the world’s best-known companies.”
Declines in brand value at the top of the list include:
- #1 Apple had a 7 percent decrease in brand value to $880.5 billion but widened its lead over its nearest rivals because of a lower decrease than others
- #2 Google declined 30 percent in brand value to $577.7 billion
- #3 Microsoft saw a decline in brand value of 18 percent to $501.9 billion
- #4 Amazon had a 34 percent decline in brand value to $468.7 billion
Of the top ten most valuable brands, only Coca-Cola registered an increase in brand value of 8 percent to $106.1 billion. Facebook suffered the largest decrease in brand value of any brand in the top 50, losing 50 percent of its value.
Read more about this study here: https://www.marketingcharts.com/brand-related/top-brands-230004?
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