I was reading a report on how the top 10 valuable brands drastically altered in value from the year 2000 till the year 2022.

In the year 2000, Coca Cola was identified to be the most valuable brand, followed by Microsoft and IBM. 9 of the top 10 valuable brands were from the US in the year 2000 and the only non US brand was Nokia, a brand at that time being centered in Finland. Followed by Coca Cola, Microsoft was the second most valuable brand. Disney and McDonald also made the list in the year 2000. Two years thereafter in 2002, the cigarette brand Marlboro also made it to the list along with another non US brand, Mercedes-Benz. By 2005, Marlboro had dropped out and was replaced by Toyota. By 2010, Toyota dropped out and was replaced by Google. Even in 2010 Coca Cola and Microsoft reigned supreme. The value of Nokia went down and Mercedes-Benz had left the list of top 10.

2015 saw a drastic change. Apple came from nowhere and dethroned Coca Cola and the top 2 brands were Apple & Google. 2015 also saw the advent of Samsung and Amazon as valuable brands in the list. In 2015, Toyota was the only brand left in the top 10 to represent the auto sector.

By 2017, Facebook entered as another valuable brand in the top 10 and the year saw the reentry of Mercedes-Benz. Restaurants (McDonalds) and Tobacco were unrepresented in 2017 and Apple & Google still reigned supreme.

By 2019, McDonalds and Disney reentered, and IBM & Nokia left the field. The value of Amazon was rising and both Google & Amazon pushed Microsoft to the 4th place. Apple still reigned supreme.

In 2020, Amazon had pushed Microsoft & Google down the field. By 2022 however (the last year of study), and I believe largely as a result of the post pandemic effect Microsoft had pushed both Amazon & Google to achieve 2nd place and Nike had entered the field of top 10.

The top 10 list in 2022 reads as follows (source Interbrands):

Apple, Microsoft, Amazon, Google, Samsung, Toyota, Coca Cola, Mercedes-Benz, Disney and Nike.

The US continues to dominate the brand scene with 7 of the top brands. Samsung based in South Korea is the top non US brand, followed by Toyota from Japan and Mercedes-Benz from Germany. 


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