Nike and Adidas are once again the only two sports brands among the 100 “most valuable brands” in the annual rankings compiled by BrandZ, which have just been released by Kantar Millward Brown. The Swoosh remained in 21st place, while the Three Stripes is up by 8 positions to number 92. As compared to a year ago, Nike managed to improve its valuation by 5 percent to $49,962 million, while Adidas grew by 11 percent and is now worth $14,812 million.
The world’s most valuable brands have seen their total brand value go up by 5.9 percent despite the impact of Covid-19. The total brand value of the Top 100 global brands reached $5 trillion, equivalent to the annual GDP of Japan. It has increased by 245 percent since 2006, when the total brand value first reached a level of $1 trillion.
BrandZ’ global brand ranking continues to place internet and computer brands at the top. Amazon maintained its position as the world’s most valuable brand, growing by 32 percent to a staggering $415.9 billion. This means that its value grew by almost $100 billion in one year, accounting for a third of the Top 100’s total growth. Apple maintained its position as the second most valuable global brand, gaining 14 percent to $352.2 billion, followed by Microsoft at $326.5 billion, which overtook Google at $323.6 billion, now in 4th position. Visa came next.
Asian brands represented a quarter of the Top 100 brands, led by Alibaba. The Chinese e-commerce giant gained one position, reaching sixth place in the ranking, with its value increasing by 16 percent to $152.5 billion. The highest new entry this year was the video-sharing social network of TikTok, in 79th position with a valuation of $16.9 billion.
To reach its conclusions, the annual Brandz brand equity ranking combines financial and market data with surveys of consumers around the world.