Economy & Politics

Best Global BrandsThese are the most valuable German brands

The corona pandemic and its consequences have also influenced global demand. In times of home office, contact restrictions and closed shops, tech products and digital services in particular are experiencing an increase in customers. This is also reflected in the ranking of the world’s most valuable brands, which is published by the Interbrand consultancy for the 21st time: ten years ago, tech brands accounted for 17 percent of the total value of the 100 most valuable brands worldwide. In 2020 it will be almost half. The top three Apple, Amazon and Microsoft alone account for almost a third of the total value of the “Best Global Brands” ranking of 2.3 trillion dollars.

Majority of the newcomers benefit from subscriptions

Brands from the tech industry or related areas are also largely represented among the newcomers and newcomers: For the first time among the top 100 in 2020, Instagram is in 19th place, YouTube in 30th and Zoom in 100th.

Established brands such as those of the streaming platforms Netflix and Spotify were able to increase their market value significantly: Spotify rose by 52 percent and climbed 22 places to 70th place. Netflix increased its market value by 41 percent and thus moved up to 41st place in the international ranking . Most of the newcomers – around 62 percent – benefit from subscription business models.

Logistics brands such as UPS, FedEx and DHL also benefited from the central importance of the industry in times of lockdowns and shutdowns. Fashion brands such as Zara and H&M, on the other hand, felt the “Covid effect” negatively. They cost around 13 and 14 percent of their brand value to be closed worldwide. A similar trend can be seen in luxury brands.

The “Best Global Brands” ranking looks at sales figures and market shares as well as the influence of brands on the purchase decision compared to other factors. All individual aspects are summarized in an index and reflected by means of an estimated brand value. Nine German brands also made it into the Top 100 in 2020.

These are the most valuable German brands

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