• Amazon's brand worth $415.8 billion in 2020
  • FAANG & other tech companies dominate the ranking
  • MasterCard enters Top 10 for the first time
  • ByteDance's TikTok enters at No. 79, $16.9 billion

E-commerce giant Amazon has the most valuable brand in the world, according to the 15th annual Top 100 Most Valuable Global Brands ranking released today by WPP, the world's largest advertising company, and research firm Kantar. The ranking is based on market valuations data and consumer insights from over 3.8 million people in 51 markets around the world.

Amazon maintained its position in the number one spot and saw its brand value increase 32%, or almost $100 billion, to $415.8 billion as the pandemic made it indispensable to many. It accounted for a third of the Top 100 total growth. 

Source: Kantar
Source: Kantar.

MasterCard entered the Top 10 for the first time this year, due to "strong financial performance, supported by growing brand equity especially in engaging consumers: successfully fitting into the 'ecosystem' of their everyday lives and gaining a close emotional connection through its purposeful positioning."

Technology continues to dominate the top of the ranking and represents over a third (37%) of brand value in the Top 100. Microsoft took Google's spot at No. 3 thanks to the growth of its cloud-enabled ecosystem that allowed people to work from home during the lockdown. "The biggest tech riser brands—LinkedIn, Microsoft, Adobe, and Intel—primarily created the tools, often cloud-based, that help people conduct their business lives in the online, off-premise way that became critical during the Covid-19 crisis," said the report.

Source: Kantar
Source: Kantar.

The biggest gainers in value by percentage overall in 2020 were China's baijiu-maker Moutai (+58%), Facebook's Instagram (+47%), lululemon (+40%), Costco (+35%), and Netflix (+34%). Five brands that joined the list for the first time this year or returned to it after being absent in 2019 were TikTok, UnitedHealthcare, Bank of China, Lancome and Pepsi.

The only Top 50 brands that weren't American or Chinese were Germany's SAP and Deutsche Telekom, France's Louis Vuitton, Chanel, Hermes and L'Oréal, South Korea's Samsung, Japan's Toyota and Italy's Gucci.

The value of the Top 100 brands increased by 5.9% to $5 trillion despite the economic, social and personal impacts of COVID-19, according to the report. It is up 245% since 2006 when it first reached $1 trillion.