Four years after having given way to Amazon, in 2021 Apple regained first place on the podium of the most valued brands in the world.
In its annual benchmark ranking, the Brand Finance firm assesses each year what a brand “is worth” as an intangible intangible asset, a component of the total value of a company.
The firm relies for this on several criteria, such as the royalty rate or forecasts of activity.
He figures this year the value of the Apple brand at $ 263 billion, an increase of 87% compared to last year, allowing the group led by Tim Cook to overtake Amazon (254 billion), Google (191 billion) , Microsoft (140 billion) and Samsung (102 billion).
A ranking archidomised by technology groups since in the top 10, only two brands are not: the distributor Walmart and the Chinese bank ICBC.
With a year marked by lockdowns, teleworking becoming the new normal and unprecedented dependence on digital communication, retail and online entertainment, technology brands or relying on technological innovation have significantly strengthened their brand value
Brand Finance notes in its report.
Apple is reaping the benefits of its diversification strategy.
Apple is tracing its path and has demonstrated its ability to secure income from its various offers and to rebalance them
" explains Bertrand Chovet, CEO of Brand Finance France.
The iPhone now represents only 50% of its income.
From Mac to iCloud, from iPhone to subscription services, from Apple Watch to AirPods, there is a lot of intelligence in the execution and the potential is endless.
This is evidenced by the Titan project, an electric car partnership with the recently unveiled car manufacturer Hyundai.
Notable element: Tesla is experiencing the highest growth in value of the ranking (+ 158%), reflecting both its time ahead of all other competitors and its ability to build a powerful ecosystem.
Only two brands among the 10 most valued in the world are not technological Brand Finance Global 500 ranking 2021
The Brand Finance Global 500 ranking distinguishes the best valued brands and the strongest brands.
In this second ranking - which establishes a score mixing marketing investments, stakeholder perception of the brand and sales performance - the surprise of this year is the arrival at the top of the Chinese brand WeChat, which dethroned Ferrari.
There is a local prism, it is not yet a global brand.
But its way of creating an ecosystem and supporting customer needs by providing solutions to their daily lives by touch gives it a lot of strength in terms of reputation and consideration among Chinese consumers,
”analyzes Bertrand Chovet.
WeChat offers in an "all-in-one" application services ranging from messaging to banking to taxi services and online shopping.
during the pandemic, WeChat managed several government-mandated health code apps to track those who were traveling or were in quarantine, providing access to real-time data on COVID-19, online consultations and self-diagnostic services powered by artificial intelligence to more than 300 million users,
”notes the report.
Note also the arrival at 5th position in this ranking of the strongest brands of the Indian mobile operator Jio, the largest mobile network operator in this country and the third largest mobile network operator in the world, with nearly 400 million subscribers.
“Jio is a local player in a market with good demographic potential.
Well managed, it can become an increasingly strong brand ”believes Bertrand Chovet.
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Jio experiences fastest growing telecom brands Brand Finance Global 500 ranking 2021