Apple has overtaken Amazon to become the world’s most valuable brand for the first time in five years, according to a global report.
The value of the technology giant brand has risen 87% in the last year to $ 263.4 billion, found the Global Finance 500 Brand Index 2021. The increase was due to Apple’s diversification strategy, which has the company’s expansion into digital and membership services and potential future electric cars, said London-based brand valuation consulting firm Brand Finance.
Apple AAPL,
It was the first U.S. company to reach a market cap of $ 2 trillion last August. It is also expected to post its largest quarterly earnings figure and its first ever total of over $ 100 billion when it reports earnings on Wednesday.
“As Apple takes back the title of the world’s most valuable brand from Amazon five years after it took the top spot, we are seeing it again Think Different. From Mac to iPod, to iPhone, to iPad, to Apple Watch, to membership services, to Infinity and beyond, ”said David Haigh, Head of Brand Finance.
AMZN at Amazon,
brand value grew 15% to $ 254.2 billion, in a year that saw the e – commerce giant benefit from worldwide home stay orders and growing demand. The company has also innovated and expanded in recent months, launching an online pharmacy as well as a Halo fitness tracker. Earlier this month, Amazon bought its first fleet of aircraft, from airlines Delta and WestJet, to expand their air network. However, the company lost its main place to Apple.
Tech giant Google GOOG,
third-highest brand value, up 1.4% higher to $ 191.2 billion, and rival Microsoft MSFT,
it remained in fourth place with a brand value of $ 140.4 billion, a 20% increase, and Samsung 005930 conglomerate,
hold onto the fifth spot. Walmart WMT Dealer,
jumped two places to sixth, while social media company Facebook FB,
he remained in seventh place.
In a year under the control of COVID-19, technology and innovation helped drive the value of the world’s largest brands, with the Uber riding app Uber,
and Chinese e-commerce platform Meituan 3690,
enjoys strong growth.
But Tesla TSLA,
it was the fastest growing global brand in terms of value last year, jumping 158% to $ 32 billion. Brand Finance said the highest sales numbers, production ramping and expansion into new markets helped boost the brand of electric car maker.
While some departments have performed well, others have achieved a difficult year. Aerospace and aerospace logos made up six of the 10 fastest-growing brands: Boeing BA,
American Airlines AAL,
United Airlines UAL,
Delta DAL,
Airbus AIR,
and Safran SAF,
2020 was also a difficult time for hotels due to travel restrictions and locking measures, by Hilton’s HLT,
brand value fell 30% to $ 7.6 billion, while Marriott AS,
dropped out of the top 500 completely, along with Airbnb ABNB,
Read: What will happen to planes in 2021?
Brand value is the economic benefit it would gain if it were allowed on the open market, according to the consulting firm.
The total value of the UK’s 21 brands among the world’s top 500 fell 11% year-over-year, making it the worst performing country, as Brexit uncertainty and the COVID-19 pandemic hit the economy. Royal Dutch Shell RDSA large oil,
held position as the most valuable brand in the UK but fell 11% to $ 42.2 billion, followed by rival BP MP,
fell 8% to $ 21.4 billion.
“As the vaccine rolls out it will be interesting to see which British brands succeed and who will grow as they sail for the future outside the European Union. , ”Said Haigh.
The index also includes brand strength, which is measured as the effectiveness of brand performance compared to their peers.
Chinese mobile app WeChat replaces car maker Ferrari RACE,
as the strongest brand in the world. WeChat ran several government-led health apps to track travelers and quarantines, providing real-time data on COVID-19 and online consultations and self-diagnosis services , the index said, strengthening its brand.