Brands
Animated: The Most Valuable Brands From 2000–2022
The Most Valuable Brands From 2000–2022
How much money is a brand truly worth?
For some companies, a brand is something that helps slightly boost customer engagement and sales. But for others, including some of the largest companies in the world, a strong brand is one of their most valuable assets.
This animated graphic by James Eagle uses the annual brand rankings from Interbrand to track the world’s most valuable brands from 2000 to 2022.
Measuring Brand Value
One of the difficulties of brand valuation is its subjectivity.
In accounting, the value of a brand is sometimes represented as an intangible asset called goodwill on the balance sheet. That’s because the brand power associated with a company (i.e. brand recognition, brand loyalty, customer base, reputation, etc.) often makes a company more valuable than just the sum of its tangible assets like land, buildings, or product inventory.
This works for accounting purposes but is still a rough estimation, and doesn’t precisely quantify a brand’s true value.
For Interbrand’s studies, a consistent formula for brand strength was utilized which is based on a company’s financial forecast, brand role, and brand strength. It uses estimates of the present value of earnings a brand is forecasted to generate in the future.
The Top 10 Most Valuable Brands Since 2000
When the 2000s started, the internet was top-of-mind in terms of both markets and customer perception. The Dotcom bubble was driving the world’s largest companies, and brand value at the time reflected tech’s popularity:
Rank | Brand | Value (2000) | Industry |
---|---|---|---|
1 | Coca-Cola | $72.5B | Beverages |
2 | Microsoft | $70.2B | Tech |
3 | IBM | $53.2B | Tech |
4 | Intel | $39.1B | Tech |
5 | Nokia | $38.5B | Tech |
6 | General Electric | $38.1B | Energy |
7 | Ford | $36.4B | Automotive |
8 | Disney | $33.6B | Media |
9 | McDonald's | $27.9B | Restaurants |
10 | AT&T | $25.6B | Telecom |
Half of the top 10 most valuable brands at the time were in tech or telecom, including Microsoft, IBM, and Nokia.
Others were classic American brands and companies at the top of their fields, including Coca-Cola, General Electric, Ford, and McDonald’s.
But over the next 20 years, much of the old guard was replaced by new and rising brands. By 2022, only three of the top 10 most valuable brands from 2000 remained at the top:
Rank | Brand | Value (2022) | Industry |
---|---|---|---|
1 | Apple | $482.2B | Tech |
2 | Microsoft | $278.3B | Tech |
3 | Amazon | $274.8B | Consumer |
4 | $251.8B | Tech | |
5 | Samsung | $87.7B | Tech |
6 | Toyota | $59.8B | Automotive |
7 | Coca-Cola | $57.5B | Beverages |
8 | Mercedes-Benz | $56.1B | Automotive |
9 | Disney | $50.3B | Media |
10 | Nike | $50.3B | Consumer |
Apple’s brand is now worth an estimated $482 billion, even though the company didn’t even crack the top 10 list back in the year 2000.
In fact, four of the top five brands on the 2022 list are directly in tech, and even Amazon (#3) is often considered a tech giant. Not surprisingly, brand value in the top 10 has grown almost across the board, though Coca-Cola is a notable exception, dropping $15 billion in estimated brand value over 22 years.
How will the most valuable brands continue to evolve over the coming decades?
This article was published as a part of Visual Capitalist's Creator Program, which features data-driven visuals from some of our favorite Creators around the world.
Business
Charted: How the Logos of Select Fashion Brands Have Evolved
For some fashion brands, changing logos mirror the constant loop of reinvention, over decades of building products, markets, and consumer bases.
Charted: How the Logos of Select Fashion Brands Have Evolved
This was originally posted on our Voronoi app. Download the app for free on iOS or Android and discover incredible data-driven charts from a variety of trusted sources.
A global fashion brand needs to balance maintaining a consistent style built painstakingly over the years while adapting to current trends. And for some of them, their changing logos reflect the loop of reinvention, over decades of building products, markets, and consumer bases.
We illustrate the evolution of six fashion companies’ logos over time. Data for the visualization and article is sourced from 1000logos.net.
Nike & Adidas: A Tale of Two Shoe Companies
The world’s largest footwear company, Nike began its journey as Blue Ribbon Sports in 1964. In 1971, they rebranded as Nike, inspired by the Greek goddess of victory.
The famous swoosh logo was designed in 1971 by Carolyn Davidson, at the time a Portland State University graphic design student. She was paid $35 dollars for her work (about $270 today). Twelve years later, Nike co-founder Phil Knight have her 500 Nike shares that have remained unsold.
Here’s how often some of the world’s biggest fashion brands have changed their logos since founding.
Brand | Logo Changes |
---|---|
👟 Adidas | 10 |
👖 Levi's | 8 |
✔️ Nike | 4 |
👕 Gap | 4 |
🐊 Lacoste | 3 |
👗 Zara | 3 |
Meanwhile, Adidas has far older origins: all the way back to 1920 Germany. Founded by Adolf Dassler, the company split into Adidas and Puma in 1947.
Dassler bought the iconic three stripes from another German sports company in 1947. In 1952, the stripes debuted on Adidas footwear at the Summer Olympics.
Currently, Adidas has several concurrent logos depending on the product line. This includes: the horizontal across a trefoil (Adidas Originals), curved across a circle (Adidas Style) or the diagonal mountain above the brand name (Adidas Performance).
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