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Amazon was once again the world’s most valuable brand, according to the BrandZ Top 100 Most Valuable Global Brands 2020 ranking, an initiative of Kantar and WPP that evaluates the value and performance of the world’s leading brands year after year.

The ranking became more important this year, given the effects of Covid-19 on the economy. However, while the World Bank anticipates a drop of 5.2% in the economy, the main brands in the world showed a growth of 5.9% in annual capitalization value.

This is less than anticipated growth -in a projection without Covid-19- of 9%, but it is still about USD 277 million that shows the resistance that these brands have.

With a 32% year-on-year increase and a total value of US$ 415. 9 billion, Amazon was once again the number one brand in the ranking.

Three other technology companies follow the king of retail: Apple (14% growth, US$ 352.2 billion in value), Microsoft (30% and US$ 326.5 billion) and Google (5% and US$ 323.6 billion).

The distance with the fifth company, the first that is not technological, Visa, is wide. The well-known payment methods brand grew 5% in the year-on-year period and its value amounted to USD 186.8 billion.

The rest of the top 10 is completed by Alibaba (16% year-on-year growth and USD 152.525 billion in value), Tencent (15% and USD 150.9 billion), Facebook (-7% and USD 147.1 billion), McDonald’s (-1% and USD 129.3 billion) and MasterCard (18% and USD 108.1 billion).

The top 50 is dominated by American brands, followed by seven representatives from China, four French (Louis Vutton, Hermés, L’Oreal Paris and Orange), two Germans (SAP and Deutsche Telekom), a South Korean (Samsung), an Italian ( Gucci) and a Japanese (Toyota)

Further down the ranking, TikTok stood out, entering the ranking for the first time ranking 79th with a value of USD 16.9 billion, while Lululemon

Retail continues to explode, driven by brands like Amazon, Costco, Walmart, JD.com and Alibaba. After growing 25% in the previous year-on-year period, the new report placed the growth of this period at 21%.

Technology, for its part, grew by 10% compared to 2019. The third highest growth in a category was presented by insurers (8%).

On the other hand, energy companies (-22%) and banks (global -19% and regional -11%) were the brands that compared the worst with the previous period.

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