Amazon (AMZN.O) and Apple (AAPL.O) are the world’s most valuable brands but Chinese brands are catching up with the leaders in the list and are more valuable than Europe’s top brands, according to a global ranking by Kantar’s BrandZ.
The ranking includes 8 US based companies, and 2 Chinese brands in the top 10.
Amazon, founded in 1994 by Jeff Bezos, remained the world’s most valuable brand with an estimated value of $684 billion. Second on the list is Apple, founded in 1976, at $612 billion with Google in at third at $458 billion, Kantar said.
European Picture:
The top European brand was France’s Louis Vuitton in 21st place, followed by Germany’s SAP software group in 26th place. The only British brand on the list was Vodafone (VOD.L) in 60th place. European brands accounted for 8%, down from 20% a decade ago, Kantar said.
US brands dominate:
U.S. brands were dominant once again. American brands grew fastest over the past year and American brands accounted for 74% of the top 100, Kantar said.
Rise of China:
Top Chinese brands consolidated their lead over top European brands: China accounted for 14% of the top 100 brands, up from 11% a decade ago. Chinese brands are rising fast with Tencent (0700.HK), China’s biggest social media and video games company, was the People’s Republic’s top brand, in fifth place, while Alibaba (9988.HK), was in seventh place.
The world’s top 100 brands were worth a combined $7.1 trillion, Kantar said.
Top 10 most valuable brands
| 2021 Rank | Brand | Value $Billion | % Change 2021 vs 2020 |
| 1 | Amazon | 683.852 | 64% |
| 2 | Apple | 611.997 | 74% |
| 3 | Google | 457.998 | 42% |
| 4 | Microsoft | 410.271 | 26% |
| 5 | Tencent | 240.931 | 60% |
| 6 | Facebook | 226.744 | 54% |
| 7 | Alibaba | 196.912 | 29% |
| 8 | Visa | 191.285 | 2% |
| 9 | McDonald’s | 154.921 | 20% |
| 10 | MasterCard | 112.876 | 4% |