Brand Finance, the world’s leading brand valuation consultancy, just released their Global 500 2021 Brand Value Report. Here are the key findings.
“With the onset of the pandemic, tech brands have experienced unprecedented demand for their products and services. At the same time, across sectors, brands which have pushed the boundaries of technological innovation have remained a cut above the rest, able to pivot their business to adapt to consumers’ changing needs. 2021 is the final call to get on board for all brands still stuck in the 20th century.”
David Haigh CEO, Brand Finance
+ Five years since it last held top spot, Apple is named world’s most valuable brand by Brand Finance Global 500 2021 ranking as diversification strategy finally pays off, brand value US$263.4 billion
+ As new technologies drive brand value across industries, Tesla leaves traditional auto marques behind with fastest brand value growth in ranking, up 158%
+ E-commerce brands thrive in new normal, with Alibaba.com doubling in brand value, but chain retailers cash in on home delivery too – Walmart climbs up to 6th rank
+ Traditional media brands continue to suffer as lockdowns boost popularity of streaming services – CBS is fasting-falling brand in ranking, down 49%
+ Grounded by COVID-19 pandemic, airline and aerospace sectors account for 6 out of 10 fastest-falling brands in ranking
+ Hospitality suffers from travel and dining restrictions, as Marriott and Airbnb check out from ranking and Starbucks, McDonald’s, and KFC see brand values drop
+ WeChat overtakes Ferrari to become world’s strongest brand with top score of 95.4 out of 100 and AAA+ brand strength rating
+ Mastercard’s Ajay Banga best among top 100 CEOs in Brand Finance Brand Guardianship Index 2021, as commitment to technological innovation pays off
Why Should I Value My Brand?
Finding out how brands contribute to revenue and profit and how their value stacks up in comparison to other assets is a fundamentally important piece of knowledge to glean for various reasons.
This figure differs by type of business, industry, segment, stage of life and many other factors so it’s important to analyse specific brands and on a segmented basis to glean out all the relevant information.
What should not be lost sight of is that the brand exists to differentiate and elevate your business. Measuring and valuing its performance should be done with the intention of understanding how you can leverage one of your most important assets to further your business goals, in the short and long term.