The annual BrandZ Top 100 Most Valuable Global Brands ranking is out, and once again Amazon is atop the list.
CNBC reports that "Amazon has maintained its position as the world’s most valuable brand, increasing its worth by almost a third to $415.9 billion compared to last year … Apple came in at second on the list, valued at $352.2 billion followed by Microsoft at $326.5 billion, which this year overtook Google to become the world’s third-most-valuable brand. This rise is due in part to the increased use of its Microsoft Teams collaboration software as employees worked from home during the coronavirus pandemic, according to the report."
The balance of the top 10 brands is made up of Visa, Alibaba, Tencent, Facebook, McDonald's and MasterCard.
One interesting note: "Chinese video-sharing app TikTok is the highest new entry in the top 100 list, with a valuation of $16.9 billion and ranking higher than brands such as KFC, Uber and Adidas."
The BrandZ ranking, commissioned by advertising group WPP and is conducted by Kantar, looks at more than 17,000 brands in 51 countries.