NEW YORK: Interbrand’s 2020 ranking of the most valuable brands in the world just got out and there is a change in the top 3 positions. According to the Best Global Brands 2020 ranking, the most valuable brand remains Apple with an estimated value of just under $323 billion, while the second and third positions are taken by Amazon (+60% $200.667bn) and Microsoft (+53% $166.001bn) respectively.
The world’s most valuable sportswear brand is Nike, coming in at 15 on Interbrand’s Top 100 (+6% $34.388bn). The US brand’s German rival adidas is the only other sportswear brand in the Top 100 at 50 (+1% $12.07bn)
It bears noting that this is not what the companies listed are worth, but just their respective brands. For instance, the market value of Apple is just over $2 trillion as opposed to the brand value estimated by Interbrand at $323 billion.
Brand Strength Factors that Interbrand evaluates to arrive at its ranking:
INTERNAL FACTORS
Leadership – Direction, Alignment, Empathy, Empathy
EXTERNAL FACTORS
Engagement – Distinctiveness, Coherence, Participation
Relevance – Presence, Trust, Affinity
