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Brand value - statistics & facts

In today’s crowded marketplace, branding has become one of the most effective forms of product differentiation. Apart from only referring to a name, logo, or other features that distinguish a product from the competition in the eyes of the consumer, however, the term brand is now understood in a much broader sense. It encompasses perceptions and associations that consumers have of a product and service. Seeing that brands influence consumer behavior more visibly than ever, it comes as no surprise that they are often considered a company’s most valuable asset.

Global brand values are reaching new heights

Brand value, not to be mistaken with brand equity, is a phrase used in the marketing industry to describe brand worth based on the implication that the owner of a well-known brand can generate more money than the owner of a less-known brand. In 2021, the value of the world’s 100 most valuable brands increased by 42 percent and reached a record 7.1 trillion U.S. dollars. While this uptick signaled a swift recovery from the pandemic, not all brands and industries were able to turn the corner at the same rapid pace.

What is the world’s most valuable brand?

In a highly contested battle for the title of the most valuable brand worldwide, Apple brought home the crown in early 2021. The brand of the California-based tech giant was valued at over 263 billion U.S. dollars, which marked an increase of more than 87 percent compared to the previous year and helped Apple pull ahead of competitors such as Amazon, Google, and Microsoft alike. Overall, the 2021 brand ranking was dominated by tech conglomerates and other brands that leveraged technological innovation. This finding is not surprising considering that the pandemic shifted many aspects of life into the digital sphere and accelerated the need for digital solutions. As a case in point, electric car manufacturer Tesla shot ahead as the fastest-growing brand worldwide with a growth rate of over 157 percent in 2021. By comparison, brands from hard-hit industries reported some of the highest brand value losses in recent history.

Retail brands continue to thrive

While the tech industry has produced many of the world’s most valuable brands, retail was the most profitable sector in terms of aggregate brand value in 2021. Retail brands such as Walmart or Taobao that fell within the umbrella of the top 100 brands were worth an estimated 1.29 trillion U.S. dollars, representing an annual increase of around 48 percent. Looking at the leading retail brands worldwide, Amazon remained the undisputed champion with a brand value of 254 billion U.S. dollars. The e-retail giant has profited from the pandemic-induced shift in consumer behavior more tangibly than many of its competitors, but while Amazon maintains its lead, other international players such as Alibaba also continue to boost their brand performance more effectively than ever.

Interesting statistics

In the following 3 chapters, you will quickly find the 21 most important statistics relating to "Brand value".

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