Tesla is in luck and is the protagonist this year in the list prepared annually by the Interbrand consulting firm and which compiles the 100 most valuable brands in the world. The company led by Elon Musk registers in this edition, released this Wednesday, a growth of 184% in the value of its brand, which already reaches $ 36.27 billion and breaks all the molds of the ranking.
This spectacular revaluation places the electric car manufacturer in 14th position, thus climbing 26 places compared to last year.
One more year, Apple repeats as absolute leader and a value of 408,251 million dollars (+ 26%); they follow him Amazon (249,249 million dollars, + 24%) and Microsoft (210,191 million dollars, + 27%). The three brands add up to a third (33%) of the total value of the table. Despite the hangover left by the pandemic, the total value of the Best Global Brands 2021 manages to touch the 2.67 trillion dollars, which represents a historical increase of 15% compared to 2020. A growth never before registered in the 22 years of the life of this report.
Besides Tesla, Salesforce.com, Adobe, PayPal, and Microsoft they are postulated as the other brands that grow the most this year.
Charles Trevail, Interbrand’s global CEO, reveals how much the direction, agility and participation are the three factors that have driven brand equity growth over 2020. “Perhaps not surprisingly (given the ever-evolving business landscape in which we are immersed) that employee engagement, adaptation to change, and solid customer base has helped the strongest brands to prosper, “he notes.
After all, the average growth of the brands present in the ranking, which although in 2020 was 1.3% due to the impact of the covid, this year it has risen to 10%. This percentage grows to 23% if only brands in the technology sector are taken into account.
Zara and Santander they are still the two Spanish brands present in Best Global Brands. The value of Zara stands at $ 13.503 million, ranking 45th in the table. For its part, Santander was placed in the 74th position and its value increased by 8% to $ 8.1 billion.
Sephora (# 100) is the only new addition to the table and converts the group LVMH in the first one that has five of its brands among the most valuable in the world: Sephora, Louis Vuitton (#13), Dior (#77), Tiffany & Co. (# 92) and Hennessy (#95).