The brand value of the world’s 500 biggest companies might lose up to an estimated $1 trillion as a result of the coronavirus crisis, according the “Brand Finance Global 500 2020” survey. Brand Finance, whose surveys aim at creating a link between marketing and finance, also conducted a Covid-19 impact analysis by sector, and the apparel sector emerged as one of the most heavily impacted globally, with apparel brands facing a potential 20 percent loss in brand value as a result of the pandemic.
The situation was different at the beginning of this year. As of Jan. 1, 2020, Nike emerged again as the world’s most valuable apparel brand overall, for the sixth consecutive year, followed by Gucci, Adidas and Louis Vuitton. Nike’s brand value rose by 7.3 percent to $34.7 billion. After a big jump of 41 percent in the previous year, Adidas’ brand value slipped by 1.1 percent to $16.5 billion in the course of 2019. Anta grew by 20.7 percent, and the Chinese company came ahead of other brands including The North Face and Moncler in the rankings.
Across all the segments of the apparel market, the biggest increase was recorded by Levi’s, up by 38.1 percent. Across all sectors, Rolex was rated as the top brand in terms of “brand strength,” followed by Gucci, Nike, Louis Vuitton, Hermès, Moncler and Adidas.
