Tech-driven companies continue to dominate the 10 most valuable brands list, according to Kantar BrandZ research, pulling away from the pack during the pandemic.
In the latest report by the company, it was revealed that seven of the top 10 companies were technology-based, with the one outlier being McDonalds.
These technology-driven brands account for over 50 per cent of the value of the Kantar BrandZ Global Top 100 brands, including leading social media, electronics, business service brands and tech-enabled retailers.
In 2006, technology brands represented less than 27 per cent of the Top 100’s value.
“The greatest meta-trend to arise out of the past year is that of acceleration,” the authors say.
“This was, especially, a year when businesses worldwide finally came to embrace new telework technologies… much to the benefit of leading Business Solutions brands.”
The report highlights fast food brands such as McDonald’s investment into digital ordering apps and delivery partnerships as the primary factors for their continued growth during the pandemic, capitalising on the e-commerce shift.
Amazon led the ranking for the third straight year, recording a 64 per cent increase, while Tesla recorded the second largest year-on-year surge in the history of the Top 100 at a 275 per cent clip.
Businesses in the apparel industry also saw major representation in the Top 100, with Uniqlo well positioned for the pandemic driven shift, seeing an 88 per cent year-on-year growth rate.
The authors attribute the brands success to innovations such as Heat Tech and Airism that allow the brand to combine athleisure and loungewear, as well as an ethical and sustainable operating model, inclusive sizing, and expansion within Asian markets.
Kantar BrandZ’s report highlighted these new demands for corporate responsibility and sustainability as indicators of high growth, urging businesses to focus on establishing a known reputation in these areas.
“Going forward, brands’ focus will be geared not merely toward a sustainable commerce, but toward regenerative commerce,” the authors say.
“The idea is to go beyond harm reduction — and instead to build toward more visible, tangible forms of environmental repair.”
Going forward, the report says that the digital shift in the uptake of tech-enabled efficiencies and digital conveniences is here to stay.
Brands that saw a significant rise or new placement in the list were those that didn’t spend the pandemic in a defensive stance, rather “they used the crisis as a catalyst to enact much-needed changes in the ways they did business,” the authors say.