Report: Tech companies are the world's best global brands

Tech companies are enjoying success amid the pandemic and they have seen growth in terms of value. Although the global economy is still full of uncertainties ahead, the overall value of leading brands in the world has still increased, according to Interbrand’s annual Best Global Brands report.

The research covers the period between 1 July 2019 to 30 June 2020. In the latest findings, Apple retained its top spot again and was followed by Amazon as its brand value had increased by 60% to US$200,667 million. Meanwhile, Microsoft’s increase in value in the surveyed period (US$166,001 million) helped it reach the third spot, overtaking Google as it has moved out of the top three for the first time since 2012.

Samsung (#5, US$62,289 million) has broken into the top five for the first time ever, while the top 10 rounded out with Coca-Cola (#6, US$56,894 million), Toyota (#7, US$51,595 million), Mercedes-Benz (#8, US$49,268 million), McDonald’s (#9, US$42,816 million) and Disney (#10, US$40,773 million). The top ten brands accounted for 50% of the total table value.

As tech brands dominated the top spots of the table, Interbrand said there was a "COVID effect" in this year's survey. Social media and communication brands had fared well in the surveyed period, with Instagram (#19), YouTube (#30) and Zoom (#100) entering the rankings for the first time.

"During these unprecedented times, when consumer behaviours have shifted and trust is more important than ever, these rankings are a way for us to better understand how we can best serve our communities," said Raja Rajamannar, Mastercard's chief marketing and communications officer.

Media companies have also seen success among the turmoil created by COVID-19. Spotify's (#70) brand value had increase by 52% to US$8,389 million – jumping 22 places – while Netflix had risen to #41 with a 41% increase to US$12,665 million. Business models played a role in this success, with 62% of double-digit risers relying on significant subscription model businesses.

The overall value of the table had increased to US$2,336,491 million (up 9% from 2019). While average brand value growth among all growing brands was 14%,  technology and tech platforms saw an average growth of 20%. Technology and tech platform brands represented 48% of total table value versus only 17% in 2010.

Interbrand has also offered insights into ways that brands can build economic resilience, individual confidence and make good on the possibility of a better future. It has cited leadership (setting a purpose and ambition beyond turbulence and chaos), engagement (making consumers want to be part of the brand's story by taking them on a shared journey) and relevance (lifting consumers from indifference and making consumer choices meaningful) as three key factors that brands need to take into account.