Branding as an art form
The US tops the world in brand value
The United States today may find itself at one of the pivotal moments in its history. With polarized politics and policies, it has moved from being a strong stabilizing force in the world to one of its sources of volatility. But, as this report amply demonstrates, its brands are also showing their global counterparts how best to deal with and ride out an unpredictable environment.
The 2020 edition of this report is the third year that BrandZ™ has ranked the Top 100 US brands. The headline is that they grew 5% over 2019, with a new number one, Amazon, that is worth more than $1 trillion, the most ever for any brand in our rankings. US brands are also pound-for-pound easily the most valuable in the world. In aggregate they are nearly four times as valuable as the second most valuable ranking, China’s, and they are also worth more than any other country’s when adjusted for GDP.
Top US brands come from an enormously wide range of categories, which makes them ideal case studies for nearly any kind of brand looking to distinguish itself in the marketplace. To single out a few examples for special recognition, Chipotle this year has shown how a challenged brand can effectively respond to a crisis of confidence. Walmart and Target have amply demonstrated that you can compete with Amazon, so long as you have a thoughtful strategy. And smaller social networks—Instagram, LinkedIn, Pinterest, and Twitter—proved that a high level of Meaningful Difference can lead to explosive growth in brand value.
But whether you’re a global or local brand, you’ll find knowledge and insight in this report to help you grow your brand more effectively. Our Cross-Category Themes, for example, look at how major cultural and consumer trends are shifting expectations and buying power in the US. The Takeaways provide succinct, action-oriented recommendations for brands based on our expert analysis of the market.
In addition, we have invited brand experts from both inside and outside WPP to weigh in with thought leadership essays on topics of interest to marketers today. In particular, I’d like to draw attention to Jen Wong, the chief operating officer of Reddit, who contributed a must-read piece about fostering communities. In addition, Kantar’s own Victoria Sakal offers a 12-point strategy for unlocking growth in a transformed world. And Jason Burby of Wunderman Thompson and Stephen DiMarco of Kantar contributed a fascinating piece on the implications of neuroscience research for marketing.
Bringing it all together, we present this rich content with stunning photography and a vibrant, new design that reflects the entrepreneurial spirit of the country itself.
How we can help
At WPP, we create the transformative ideas and outcomes that help our clients succeed in today’s complex and disruptive world. To accomplish this objective, we bring together remarkably talented thinkers and doers from around the world. They provide expertise in advertising; public relations; branding and identity; media investment management; retail and shopper marketing; and direct, digital, and relationship marketing.
One of our key WPP strengths—and a benefit for our clients—is that when we say we cover the world of brands, that’s exactly what we mean. WPP’s proprietary BrandZ™ database includes information from over 3.7 million consumers about their attitudes about and relationships with 166,000 brands in 454 categories across 51 country markets. All of this produces more than 5.2 billion data points.
We have assembled an extensive library of BrandZ™ reports and I invite to you access them with our compliments at BrandZ.com.
We have the data, knowledge, experience, insight, determination, and single-minded purpose to help you create the transformative ideas and outcomes necessary for building valuable brands. To learn more about how to harness our passion to work for your brand, please contact any of the WPP companies that contributed expertise to this report. Turn to the resource section at the end of this report for summaries of each company and the contact details of key executives. Or feel free to contact me directly.
David Roth, CEO The Store WPP, EMEA & Asia Chairman, BrandZ™ and BAV Group
Brand Selection Criteria
Our proprietary BrandZ™ brand valuation methodology makes the Top 100 Most Valuable US Brands 2020 the definitive study of brands in the country. The uniquely consumer-facing BrandZ™ methodology combines extensive and on-going consumer research with rigorous financial analysis.
We gathered brand perceptions from consumers across the global market and asked about brands with all kinds of ownership structures: individual private brands, family-owned conglomerates, and MNCs (Multinational Corporations). We selected brands that met our qualifying criteria: that the brand was originally created by a US enterprise; and that the brand is either owned by a publicly traded enterprise or that its financials are published in the public domain. This approach produced a carefully conceived ranking of brands in 23 consumer-facing categories, including cars, banks, apparel, technology, and entertainment.
To learn more about the BrandZ™ valuation methodology, please contact:
Elspeth Cheung, Global BrandZ™ Valuation Director, Kantar Elspeth.Cheung@kantar.com.