Zara and Santander remain among the 100 most valuable brands, but lose positions due to the pandemic
MADRID
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Zara and Santander are again this year the only Spanish brands among the 100 most valuable in the world, although they lose positions, according to a new edition of the 'Best Global Brands' report, which includes the 100 most valuable brands in the world, as well as the impact that the global Covid-19 pandemic has had on brand value.
Despite the drop in its value, Zara continues to be the most valuable brand in its sector and Santander remains the bank with the most value in the Eurozone.
Thus, the difficulties arising after the confinements derived from the coronavirus explain the fall in the value of Zara, which fell 13% to 12,620 million euros (14,862 million dollars). Specifically, the Inditex flagship falls six positions, to 35th place. For its part, the economic upheaval affects Santander in the same way, which fell 12%, to 6,346 million euros (7,474 million dollars), descending seven places, to position 74.
"Both Zara and Santander have made great efforts to respond to the challenges posed by the coronavirus and its consequences, digitally empowering and preparing its brands to respond to changing needs of consumers ", stressed the CEO of Interbrand for Iberia & Middle East, Nancy Villanueva. Despite the drop in value, Zara« continues to be the most valuable brand in its sector, and Santander remains the most valuable bank valuable in the Eurozone, "adds Villanueva.
The technology sector wins the impact of the coronavirus, with five brands in the top ten and the one that grows the most of all.
Apple retains the leadership in the list for the eighth consecutive year, with a value of 322,999 million dollars (274,345 million euros) and a growth of 38% compared to 2019.
It is followed by Amazon, second in the table for the first time, with a value of 200,667 million dollars (170,387 million euros), and an increase of 60%; while the third position in the Best Global Brands ranking is for Microsoft, with 166,001 million dollars (141,007 million euros) and an increase of 53%.
The rise of the latter companies has relegated Google to fourth place, after seven years as the second best company.
The report explains it by the "notable impact" of the coronavirus on one of its main sources of income, advertising, which has caused a "slight drop" of 1% in its value to 165,444 million dollars (140,498 million euros) .
On the contrary, Samsung enters the top five for the first time, with a value of 62,289 million dollars (52,870 million euros).
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Amazon, the fastest growing
Likewise, the fastest growing brand in Best Global Brands 2020 is Amazon (+ 60%), followed by Microsoft (+ 53%). Entertainment companies, such as Spotify or Netflix, also perform well in a context marked by the pandemic: Spotify (70) grew by 52%, climbing 22 places in the ranking; For its part, Netflix (41) increased its value by 41% and climbed 24 positions.
On the other hand, brands related to communication and social media have developed well in the last twelve monthsProof of this is the entry of Instagram (19), YouTube (30) and Zoom (100) in the ranking for the first time.
For their part, there are two other brands that return to the list after a few years: Tesla rejoins in 40th place with a brand value of $ 12.785 million (His last appearance in Best Global Brands was in 2017, while Johnnie Walker returns after two years and is placed in 98th place.
Fall of the fashion sector
Best Global Brands 2020 reflects the impact that the coronavirus has had on businesses that saw their activity interrupted with confinements, as was the case of the 'fast fashion' brands Zara (35) and H&M (37), whose value falls by 13% and 14%, respectively.
On the other hand, the luxury sector, which in 2018 and 2019 was the sector that experienced the greatest growth, puts the brakes on in 2020: all the brands present in the table fell between 1% and 9%, except Hermès (28), whose value remains almost intact compared to last year.
Other brands that have benefited from the 'Covid effect' are, for example, logistics, which have grown on average by 5%: UPS (24), FedEx (75) and DHL (81) they have increased in value as they have become a central component of consumers' lives during lockdown.
According to the report, The sudden change towards electronic media as the first payment option has also caused brands such as PayPal (60), Visa (45) and Mastercard (57) also improve your position in the ranking 12, 10 and 5 places, respectively.
The total value of the table has grown to 2,326,491 million dollars, 9% more than in 2019, due to the impulse of the technological giants that have experienced strong increases in their value this year.
In fact, the added value of technology brands and those based on technology platforms represent 48% of the total value of the list. Only the 'Top 3' (Apple, Amazon, Microsoft) represent 30% of the total value of the 100 brands present in Best Global Brands 2020.
