2020’s rankings see social media and communication brands fare well during the pandemic, with Zoom, Instagram and YouTube entering the rankings for the first time; while Amazon, Spotify and Netflix are the biggest risers in ranking amid global COVID-19 restrictions.
So what defines a good brand in 2020? In compiling the report, Interbrand’s analysts noted that brands need to build economic resilience, individual confidence and make good on the possibility of a better future: translating into three fundamental priorities:
- Leadership: setting a worthy purpose and a powerful ambition beyond turbulence and chaos helps brands to put a flag in the future. ("Tesla's brand – its flag in the future – has driven demand and advocacy from its inception," says Interbrand. "Not only that, it has also built enormous liquidity by attracting and retaining a loyal following of retail investors.")
- Engagement: great brands make consumers want to be part of their story by taking them on a shared journey.
- Relevance: a voice in the crowd - great brands lift consumers from indifference and make consumer choices meaningful. ("PayPal is one of the most trusted payment brands thanks to the work it has done to mitigate its customers concerns around fraud and to keep consumers' money safe," notes Interbrand. "At a time of heightened anxiety and economic uncertainty, nothing matters more.")
Charles Trevail, Global CEO, Interbrand, said: "Leadership, engagement and relevance are three consistent themes we are seeing as brands try to navigate the rapidly changing business landscape
“They are the keys to unlock results in the current crisis, building customer confidence and business resilience. By setting out powerful ambitions and pursuing them with courage and conscience, brands can help us lift our heads, make sense of chaos, and see beyond it, championing a new decade of possibility."
From Coca-Cola to Johnnie Walker: Top beverage entries in the 2020 rankings
Despite the rise of tech brands in 2020, the ubiquitous beverage brand firmly maintains its position in the top 10. It's been overtaken by Samsung to come in at #6 this year instead of #5 last year.
Pepsi slips slightly from its #24 position in 2019; but remains the second beverage brand in the listings behind main competitor Coca-Cola.
The Anheuser-Busch beer hopes to make the most of a shift back to the big brands in 2020, maintaining its #33 position in this year’s rankings.
The global Nestlé coffee brand retains its #38 position this year.
Starbucks has been widening its presence in the off-trade this year with a Nestle partnership: boasting new innovations such as cold brew, turmeric coffee, and coffee with added vitamins.
Danone’s business covers essential dairy and plant-based products, early life nutrition, medical nutrition and waters. In waters, its brands include Evian, Volvic, Aqua and Font Vella.
The Swiss giant’s portfolio includes coffee (Nescafé and Nespresso) and waters (Pure Life, Perrier, S. Pellegrino, Vittel, Deer Park, Ozarka).
There had been a lot of speculation that Corona would suffer from sharing its name with the pandemic: but the brand said back in March this had not played out in sales and its brand ratings have not suffered in 2020 (it came in at #79 in 2019).
#82 Jack Daniel’s
The Brown-Forman brand slips slightly from #80 last year.
The Dutch brewer says the brand equity of brand Heineken is carrying it through the pandemic; while it is expanding with the roll out of alcohol-free Heineken 0.0.
The LVMH cognac is up slightly from #95 last year.
#98 Johnnie Walker
The Diageo Scotch whisky re-enters Interbrand’s global rankings this year. It also came in at #22 on Brand Finder’s UK rankings, which commended the brand's efforts to stay relevant in 2020.
The full rankings - click to enlarge: