Apple, Amazon and Microsoft are the most valuable brands: Interbrand’s 2020 study

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 20, 2020, 3:43 PM UTC

Facebook’s brand value fell for the third year in a row.

The 2020 Best Global Brands report found Apple retained its top position, growing its value 38% to $323 billion and becoming the first brand to exceed $300 billion. It was followed by Amazon, which grew 60% to $201 billion and outperformed Google to take over the second position.

Google – which was down marginally to $165 billion – and was overtaken by Microsoft that grew 53% to $166 billion. Other brands that made it to the top 10 were Samsung, Coca-Cola, Toyota, Mercedes-Benz, McDonald’s and Disney.

In the list of top 10 fastest growers – Amazon and Microsoft were followed by Spotify, Netflix and Adobe. Interbrand’s Global CEO Charles Trevail said, “Leadership, engagement and relevance are three consistent themes we are seeing as brands try to navigate the rapidly changing business landscape.”

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