Interbrand 2020 Top Global Brands
Each year I look forward to Interbrand’s Best Global Brands report.
The rankings table is a sign of the times, and the interviews in the accompanying report educate, motivate and entertain.
This year's report is themed “A Decade Of New Possibility” signaling hopes beyond the strange year that is 2020.
It opens with a section called "Business Unusual” about how the pandemic (and social inequality, and economic disparity) have created a context where change and leadership are desperately needed and create purposeful opportunities for brands.
This content is best-experienced directly, in the report, at the link below.
Before you go, just a quick reminder on how Interbrand calculates the rankings. There are two factors, Brand Strength (comprised of leadership, engagement, relevance) and Globality (a certain percentage of revenue must come from outside the brand’s home region).
And a few quick observations on the 2020 rankings:
Technology brands are still disproportionately at the top of the table.
Spotify, Netflix, Amazon are benefiting from COVID lockdowns.
Around 60% of top risers have subscription-revenue business models.
New entrants Instagram and Tesla jumped into top spots, signalling future growth in social networking and self-driving electric vehicles.
The accompanying video is also very good, especially the interviews with Stephanie Buscemi from Salesforce on “Ohana” @ 10:50 and Hildegard Wortmann from Audi on industry transformation @ 17:30.
Big thanks to Charles Trevail and entire Interbrand team for putting together another excellent report.
