The research is conducted annually by Interbrand - a division of Omnicom, is a brand consultancy, specializing in areas such as brand strategy, brand analytics, brand valuation, corporate design, digital brand management, packaging design, and naming. The research result charts the top 100 global companies by valuation.
The world’s business sectors have experienced dramatic shifts over the last 18 months, which is exemplified in the latest Interbrand Best Global Brands research for the year, in which Apple has been named the world’s most valuable brand, beating out Amazon, Microsoft, Google, and Samsung, among many others.
Perhaps more than ever before, the world is looking towards brands to make a difference, and the world faces systematic challenges that only the world’s largest businesses can solve.
The majority of brands experiencing growth over the last 12 months. Of the 100 brands to feature, Elon Musk’s car-maker Tesla recorded the largest annual growth of 184% at $36,270 million, while league leader Apple saw a 26% increase to $408,251 million and second place Amazon had a 24% increase, reaching $249,249 million.
Great leap forward of Tesla
Tesla becomes the brand with the highest car value, also the brand with the strongest growth value in the world in 2021. Notably, last year Tesla did not even enter the Top 100. This year, the auto industry contributed 4 names to the Top 100 most valuable brands in the world with 3 existing brands from last year and adding a new Tesla.
As with Tesla, there was a clear sign of growth for luxury brands. Eighth-placed Mercedes grew by 3% to $50,866 million, 12th placed BMW by 5% to $41,631 million, 13th placed Louis Vuitton by 16% to $36,766 million, and Chanel in 22nd place with 4% growth and a value of $22,109 million.
“It seems that brands are recovering faster than expected,” outlines Gonzalo Brujó, global president of Interbrand Group. “That is a good signal for the world economy.”
Tesla has sought to exploit the desire of consumers to provide new features and experiences instead of focusing on products only. In addition to electric cars, Tesla has also ventured into other uses of clean energy, particularly through the sustainable solutions it can provide to households and businesses.
But this list of accomplishments does not simply highlight what the company has accomplished. Instead, it is to illustrate that every year the company is innovating and perfecting itself to introduce something new to the world. “Something that they do very well is when they create something they do it together with customers, they co-create. There are a lot of sessions with cooperation between Tesla engineers and the customers,” said Brujó. That's something businesses can learn to increase brand value.