The Strategist

Instagram, YouTube, Zoom first included in top 100 most expensive brands

10/22/2020 - 03:55

There are only three newcomers to Interbrand's top 100 most expensive brands this year, and all three are online platforms that helped people cope with the consequences of quarantine restrictions. However, not all social networks have managed to increase the value of their brand: Facebook, for example, is still experiencing a crisis of confidence among both authorities and users, which resulted in a 12% drop in the price of its brand over the year.

The Interbrand consulting company presented an annual rating of the 100 most expensive brands in the world. There are not so many changes among its leaders: Apple is still in the first place. For the year, the firm has increased the value of its brand by 38%, and the latter is now estimated at $323 billion. And the second and third places are now held by Amazon and Microsoft, this year's leaders in terms of percentage growth of brand value. They have added 60% and 53% to the price respectively, which has helped them to outperform Google, whose brand value has remained almost unchanged for the year.

The main news of the rating is its newcomers. This year, for the first time in history, the list included Instagram (19th place, $26 billion), YouTube (30th place, $17.3 billion) and Zoom (100th place, $4.48 billion) - social networks and platforms for communication, whose popularity was only growing during the COVID-19 pandemic. As the authors of the rating note, all three have managed to significantly improve their financial performance. For example, Zoom's revenue grew by 270% in the first half of the year, while its market value has increased by 389% in the last 12 months.

Two other companies have returned to the top 100 after a break - Johnnie Walker (98th place, $4.55 billion) and Tesla, which is in 40th place. Elon Musk's successful return to the top 100 was facilitated not only by the rapid growth of shares (+769% over the last 12 months), but also by the launch of a Cybertruck electric truck and plans to launch a robotaxi service.

In general, as noted by Interbrand analysts, 2020 was a year of diversity and dissociation.

The total value of the brands represented in the rating grew by 9% compared to 2019 and exceeded the $2 trillion mark. However, most brands (57 out of 100) were cheaper.

Compared to the previous year, the overall rating was mainly achieved by technology companies (with an average growth rate of 20% compared to an average growth rate of 14% for the entire rating) and especially by the three leaders of the rating - their brands rose by 50% on average over the year.