Best Global Brands 2021: tech dominates as Amazon, Apple and Microsoft account for 62.3 percent of the top 10’s total value

Best Global Brands 2021: tech dominates as Amazon, Apple and Microsoft account for 62.3 percent of the top 10’s total value

THE WHAT? Interbrand has published its Best Global Brands ranking for 2021. This year, the top 10 was dominated by tech brands once more; Apple, Amazon, Microsoft, Google and Samsung placed first to fifth respectively, all having gained around 20 percent in value, with the top three accounting for 62.3 percent of the total value of the top 10.

THE DETAILS Indeed, against a background of profound global economic, social and technological change, this year’s top 100 saw its combined value increase 15 percent to US$2,667,524 million – the largest brand growth ever recorded.

P&G’s Pampers was the top-ranked FMCG brand, while L’Oréal placed 53rd with a stable value of US$12,501 million. P&G’s Gillette was ranked 61st after its value dropped 8 percent on last year to US$10,657 million, Colgate wasn’t far behind after its value rose 3 percent to US$9,629 million to grade it 68th and Johnson & Johnson was ranked 87th with a 3 percent gain on last year, hitting US$5,937 million.

In the luxury sector, LVMH’s signature Louis Vuitton brand stood in 13th place, gaining an impressive 16 percent to US$36,766 million, then came Chanel in  22nd, up 4 percent for US$22,109 million. Hermes put on 20 percent to hit a value of US$21,600 million and scored 23rd place. Kering’s Gucci also saw its value increase, up 6 percent for US$16,656 million. In terms of retail, Sephora was a new entry in 100th place, with a value of US$4,628 million.

THE WHY? The digital trends that have underpinned strong growth in the tech sector show no sign of abating, bolstered by the different professional and personal ways in which consumers rely on cloud-based technology, artificial intelligence, streaming and subscription-based services.

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