To do this, it examines relevant data from financial and corporate reports, and then disassembles everything that does not belong to the brand’s business, combining this data with an analysis of the behavior of more than 170,000 consumers in the world and their relationship with brands. Thus, an indicator is reached that reveals how the market values a company’s brand assets and how consumers do.
The Top 10 Most Valuable Brands
Apple remains the most valuable global brand, with a brand value of $880 billion, followed by Google ($578 billion) and Microsoft ($502 billion).
One of the surprises in this year’s report is that Coca-Cola returned to the Top 10, moving up seven places to the number 10 position and increasing its brand value by 8%.
The world’s most valuable brands have built powerful connections that allow them to create shareholder value faster, weather market downturns, and recover from downturns sooner, the report says.
And indeed, the share price of Kantar’s most valuable portfolio of brands grew more than 228% between 2006 and February 2020, while the SP500 grew by just 162%.
Shein, the biggest debut
The Chinese fast fashion brand entered the Kantar Top 100 with the most valuable debut in the most valuable global brands report. Shein immediately occupied the 70th position (with a value of 24,250 million dollars), above brands like Mercedes Benz, Mercado Libre and just below brands like Gucci.
Kantar highlights Shein’s ability to connect consumers with the most viral in terms of fashion trends, in tune with the pattern set on social networks such as Instagram or Tik-Tok. Therefore, it can be said that it is a clothing brand made for the digital age.