Zoom and Tesla Enter the Ranks of Interbrand's 2020 Best Global Brands Report - Seite 2

Other brands and industries have benefitted from the 'Covid effect', notably logistics which saw an average of 5% growth – UPS (#24), FedEx (#75) and DHL (#81) all saw positive brand valuation growth, as the logistics sector became more central to our lives in lockdown.

PayPal (#60), Visa (#45) and Mastercard (#57) have also risen in the rankings, 12, 10 and 5 places respectively. The pandemic has seen the sudden shift to electronic as the primary payment method and  the swift roll out of programs to support local business during pandemic lockdown, benefitting these trusted brands, who provide access to capital in times of economic uncertainty.

"Reports like Interbrand's Best Global Brands are important for companies to better understand how we're being perceived in consumers' hearts and minds," said Mastercard Chief Marketing and Communications Officer Raja Rajamannar. "Especially during these unprecedented times, when consumer behaviors 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."

Table Value

The overall value of the table has increased to US$2,336,491m (up 9% from 2019). Driving growth of the table is big tech. Average brand value growth among all growing brands was 14%. Average growth of technology and tech platform brands was 20%. Technology and tech platform brands now represent 48% of total table value versus only 17% in 2010. The top 3 brands in the table (all tech) represent 30% of the value of the entire table versus only 16% in 2010.

Key Learnings

During the analysis of BGB 2020, one key question emerged – how can brands build economic resilience, individual confidence and make good on the possibility of a better future for us all? Our analysis revealed three fundamental priorities:

• Leadership: setting a worthy purpose and a powerful ambition beyond turbulence and chaos helps brands to put a flag in the future.
• Tesla's brand – its flag in the future – has driven demand and advocacy from its inception. Not only that, it has also built enormous liquidity by attracting and retaining a loyal following of retail investors.
  
  
• Engagement: great brands make consumers want to be part of their story by taking them on a shared journey.
• Salesforce has seen explosive growth by listening to customer communities and celebrating them, rather than the product. The business is in constant conversation with its customers, taking them on this shared journey.
  
  
• Relevance: a voice in the crowd - great brands lift consumers from indifference and make consumer choices meaningful.
• PayPal is one of the most trusted payment brands thanks to the work it has done to mitigate its customers concerns around fraud and to keep consumers' money safe. At a time of heightened anxiety and economic uncertainty, nothing matters more.

"Leadership, engagement and relevance are three consistent themes we are seeing as brands try to navigate the rapidly changing business landscape." commented Charles Trevail, Global CEO, Interbrand.  "They are the keys to unlock results in the current crisis, building customer confidence and business resilience. By setting out powerful ambitions and pursuing them with courage and conscience, brands can help us lift our heads, make sense of chaos, and see beyond it, championing a new decade of possibility."

For the complete Top 100 ranking, methodology and report with comprehensive analysis of growth, sector, and industry trends, visit www.bestglobalbrands.com.

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