Amazon has strengthened its position as the most valuable brand in the world, and TikTok managed to gain this rating for the first time in its history.
According to a recent BrandZ rating, which includes the 100 most valuable brands in the world, the value of the Amazon brand increased by 32 percent to $415.9 billion. Last year, its value increased by almost $100 billion, which is more than a third of the total cost of the brand. And one of the reasons why the Amazon brand value grew was the rapid development of e-commerce around the world caused by the coronavirus pandemic.
The second place is confidently occupied by Apple, whose brand is estimated at $352.2 billion, with annual growth of 14%. Third place went to Microsoft, whose brand value reached $326.5, thanks to an impressive 30% growth, which allowed it to bypass Google, now in fourth place with its $323.6 billion and 5% growth.
The main "loser" of the top ten was the brand Facebook, its value falling by 7% to $147.1 billion, resulting in its fall from 6th to 8th place. The main reason for the drop in value is several scandals, in which the brand has been involved recently.
But the value of Instagram brand, on the contrary, has increased by 47%. The brand is now estimated at $41.5 billion and occupies 29th place in the rating category. By the way, last year's edition of BrandZ showed an impressive 95% increase in the value of this brand.
This year, for the first time, the brand MasterCard managed to get into the top ten for the first time, which took 10th place (having pressed AT&T), is estimated at $108.1 billion, with an 18% growth.
Thanks to the success of an expanding product range and updated marketing strategy, Pepsi brand managed to return to the Top 100, taking the 99th place spot with an estimated $13.3 billion.
The main "loser" of the rating is Uber brand, which dropped down 32 lines by 35%. Now, this trademark is valued at $15.8 billion and is in the 85th position.
This year, the list includes four new brands, two of which are Chinese. The most notable newcomer was TikTok, which was valued at $16.8 billion, thanks to which it managed to get into 79th place.
1 JULY 2020, USA