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
@imago images / Geisser
# 9 Siemens
The brand value of Siemens is increasing by two percent compared to the previous year. Compared to the global competition, it still loses three places and comes in 61st. In a comparison of German brands, Siemens ranks ninth with an estimated brand value of 10.5 billion dollars.
@imago images / Jan Huebner
# 8 Porsche
A total of five car brands are among the most valuable German brands. Porsche made eighth place with an estimated brand value of 11.3 billion dollars. Internationally, the brand of the sports car manufacturer is losing value, has lost a total of five places and is ranked 55th among the world’s most valuable brands. Internationally, Porsche is six places ahead of Siemens.
@imago images / Dean Pictures
# 7 Adidas
The sporting goods manufacturer Adidas came under fire in spring 2020 because of planned rent deferrals for closed shops. In an international comparison, the brand lost around five places and ended up in 47th place. With an estimated market value of 12 billion dollars, it came in seventh in a comparison of German brands.
@imago images / regios24
# 6 Volkswagen
With an estimated brand value of around 12.3 billion dollars, Volkswagen ranks sixth among the most valuable German brands. Internationally, the car brand has lost seven places and five percent of its brand value, but it still ranks among the top 50.
@imago images / Sven Simon
# 6 Audi
While some other German car brands maintain their places against the international competition, Audi is two places down to 44th place among the world’s most valuable brands. Among the German brands, Audi is still one of the brand elite with a brand value of 12.4 billion dollars.
@imago images / Future Image
# 4 Alliance
Allianz is the only insurer that makes it among the most valuable German brands. With a growth of seven percent, the brand made up four places internationally and came in 39th. Its estimated brand value is 12.9 billion dollars, which is less than half the brand value of the third-placed winner.
@imago images / R. Wittek
# 3 SAP
With an estimated brand value of US $ 28 billion, SAP makes it onto the podium among the most valuable German brands. Internationally, it’s about two places up. After a growth of 12 percent, the brand value is now in 18th place worldwide – and thus still one place ahead of newcomers Instagram in 19th place.
@imago images / Sven Simon
# 2 BMW
Internationally, BMW just barely makes it into the top ten most valuable brands. In Germany, however, it is enough for second place. Estimated brand value: $ 39.8 billion. The car manufacturer has thus maintained its place in the international ranking.
@imago images / Waldmüller
# 1 Mercedes
With an estimated brand value of 49.3 billion dollars, Mercedes remains at the top of the most valuable German brands in the 2020 ranking. Internationally, however, the Daimler brand is being pushed back to seventh place by Japanese competitor Toyota and many tech companies. After all, the car manufacturer is the only European brand to make it into the top 10 most valuable brands worldwide.