The 100 most valuable brands have been announced by Forbes.
When it comes to brand value, it’s hard to topple Big Tech. On Forbes’ 2020 list of the 100 most valuable brands, the top five are the same as last year: Apple, Google, Microsoft, Amazon, and Facebook. And while the first four have increased their pace of growth, Facebook has fallen. In fact, the social network’s brand value declined by 21% between fiscal-year 2018 and fiscal-year 2019.
Some brands have had significant changes in annual rankings, which examines financial data from the previous fiscal year. Visa climbed from 25th to 18th, Adidas went from 61st to 51th, and Netflix jumped from 38th to 26th.
Some luxury brands also have notable shifts, with Chanel going from 79th to 52nd and Cartier from 64th to 56th.
Notably higher this year was Walmart. The retailer’s brand value increased 12% while jumping in the ranks from 26th to 19th.
There were also some big decrease, especially in the auto sector. While Mercedes-Benz fell from 17th to 23rd and BMW dropped from 21st to 27th, Nissan has been knocked off the list entirely.
This year’s list includes several newcomers: Nintendo, Hennessy, Burger King, and AXA are in the top 100.
Next year’s top 100 could look different than this year’s as the fallout from the Covid-19 crisis and economic downturn continue to affect both the largest and smallest companies around the world. But as for now, companies with big gains in 2019 like Amazon, Netflix, and PayPal also seem on track to be big winners during the pandemic when it comes to trends in e-commerce, streaming, and shifts in payments.