Amazon Apple Google brands reign post coronavirus crisis: these are the most valuable brands in the world according to Kantar experts - In times of post-pandemic, technology and the ability to reach the customer from a distance rule. At least, that conclusion emerges from the BrandZ Most Valuable Global Brands 2021, a report presented on Monday by the consultancy Kantar that offers an approximate value to the best companies in the world based on more than 5 billion data extracted from almost 4 million consumer interviews about 18,500 companies.

In 2021, with a value of more than 500,000 million euros and a growth of 64% with respect to the previous year, the best classified has been Amazon. It is followed by Apple, which has experienced a growth of 74% to reach a value greater than 500,000 million euros; and Google, which grows 42% to 390,000 million euros.

But the good news for companies doesn't end here. Added to the value of the 100 that make up this list of the business aristocracy, this figure goes above 5 trillion euros, the equivalent of the combined GDP of France and Germany.

Amazon Apple Google brands reign post coronavirus crisis

This is a 42% increase over last year, more than four times the average annual percentage increase in the study over the past 15 years. Thus, for example, since 2006 it is only approaching far in terms of improvement with respect to the previous year 2018, which improved by 21% to 2017: half of what companies have grown in value this year compared to 2020. To put the figure in context, it is worth remembering that last year the value of brands just rose by 6%.

The improvement has been driven, experts say, by confidence in vaccine availability, economic stimulus packages and improved GDP prospects. The economy has begun to move at the pace it did before the arrival of the coronavirus, and businesses have appreciated it.

Amazon maintains its position as the most valuable brand in the world with a value equivalent to Poland's GDP. After entering for the first time in this classification in 2006, the value of Amazon has grown almost 250,000 million euros this year to overcome approaching, together with Apple, the psychological barrier of half a billion dollars.

Amazon Apple Google brands reign post coronavirus crisis

On the other hand, Tesla is the fastest growing brand, consolidating itself as the most valuable car brand after increasing its value by 275% compared to 2020. The rise is enough to comfortably exceed 30,000 million euros and demonstrate that its firm commitment to electricity is perceived by customers not only as a hallmark, but as a commitment to a greener future thanks to the development of new technologies.

In addition to Tesla, five brands more than doubled their brand value: Pinduoduo, Meituan, Moutai and TikTok. They have done so, comment the experts, for reasons not very different from those that explain the exponential growth of Tesla: the year of the coronavirus has highlighted the need to bet on new technological solutions, for innovation.

Amazon Apple Google brands reign post coronavirus crisis: Even luxury design brands like Gucci have wanted to ride that wave: experts explain their 24% increase in value thanks to the dissemination they have achieved through new social networks such as the one offered by TikTok itself.

Not surprisingly, technology dominates the top end of the ranking, with 7 of the top 10 brands coming from the technology sector. These top 10 brands are today valued at almost 3 billion euros, compared to less than 700,000 million in 2011. But the growth in value has been general: of the hundred that make up the list, 69 brands have increased their value by at least 5% since 2020.

They have done it together with 13 new participants that include companies such as Nvidia and AMD, Spotify or Zoom, that, after a year in which videoconferences have been key to maintain contact, enters strongly in the list standing directly in the middle of the table with a value that exceeds 30,000 million euros

Amazon Apple Google brands reign post coronavirus crisis

By country, US brands grew the most in 2021, with an average value of 46% year-on-year, which means that the US now represents 74% of the total value of the Top 100, despite representing only 24% of global GDP.

China, on the other hand, has consolidated its leadership over Europe. Chinese brands have gone from 11% of the Top 100 value in 2011 to 14% today. European brands, on the other hand, now represent 8% of the ranking value compared to 20% in 2011. Trade in the Asian continent, which has benefited from a rapid exit from the crisis caused by the coronavirus, has been able to cope with large traditional European companies.

Amazon Apple Google brands reign post coronavirus crisis: This, in addition, in a context in which the Spanish company has lost quite a lot of strength. Zara has fallen to number 83 on the list after losing 26 places with respect to 2020 despite maintaining a value close to 18,000 million euros. The company has, therefore, managed to stabilize and not lose value, but it has done so in a context in which many of its rivals have grown.

All in all, Amancio Ortega's company remains the only Spanish company in the ranking after Movistar, valued by Kantar at 14,180 million, went from occupying the 80th place in 2020 to disappear, although it manages to remain within the ten most valuable in the telecommunications sector.

"This year has been a record year for brand growth even though many have faced difficult conditions. Our research has shown once again that strong brands offer superior returns for shareholders, are more resilient and recover faster," said Ricardo Pérez, head of Brand Guidance in the Insights division of Kantar Spain in statements returned by Europa Press.

# Amazon Apple Google brands reign post coronavirus crisis #