Apple, Microsoft and other tech giants top Forbes’ 2020 most valuable brands list

12:30 • 30.07.20
Economy

When it comes to brand value, it’s hard to topple Big Tech. On Forbes’ 2020 list of the 100 most valuable brands, the top five are the same as last year: Apple, Google, Microsoft, Amazon, and Facebook.

And while the first four have maintained or increased their pace of growth, Facebook has fallen. In fact, the social network’s brand value declined by 21% between fiscal-year 2018 and fiscal-year 2019, the publication's website reports.

Several brands had notable shifts in the annual rankings, which examines financial data from the previous fiscal year. Visa rose from 25th to 18th, Adidas went from 61st to 51th, and Netflix jumped from 38th to 26th. Some luxury brands also saw significant changes, with Chanel going from 79th to 52nd and Cartier from 64th to 56th.

This year’s list includes several newcomers: Nintendo, Hennessy, Burger King, and AXA are in the top 100. Meanwhile, some of the companies with the biggest losses were legacy tech companies like GE, HP Inc., and IBM, which saw total values decrease by 14%, 12%, and 10% respectively. Phillips, Hewlett Packard Enterprise, and Kellogg’s were knocked off this year's rankings entirely.

“There’s a stickiness to brand value that’s pretty astounding when we think about it,” said Christie Nordhielm, a marketing professor at Georgetown University. “So at the same time that tech and the new brands are taking off, there is a stickiness to brand—both specific brands and corporate brands. And that ladders up to brand valuations, and sometimes that stickiness gives the false sense of security that can go badly. Just like everything we’re experiencing now, there is a lag effect.”

 

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