The global top 100 brands list is full of familiar names, but some countries dominate others. Find out what countries they are: the USA, European countries or China?

What Countries Dominate the Global Top 100 Brands List?

The global economy is made up of dozens of different segments, and their popularity changes regularly. You can witness the rise of the iGaming industry, which includes sites such as Vulkan Vegas for some years and the luxury industry for other years. However, there are segments whose popularity never changes regardless of such periods, and when we take a look at them, we see that some countries always take the first place.

So, what are these top segments, and which countries dominate the top 100 brands list? We answer this question by sharing the list we prepared according to the 2020-2021 fiscal year data below. We prepared the data in this list using the European Brand Institute reports.

Let’s Start with the List

Let’s start by sharing the list of global brands: we cannot list all 100 brands in this article, but we can list the top 10 – this will allow us to understand which countries and which segments have dominated the 2020-2021 period. The information in parentheses shows the value of that brand in billion EUR as of 2021.

1. Apple (273.718)
2. Amazon (194.648)
3. Google (190.459)
4. Microsoft (178.586)
5. AliBaba (97.642)
6. LVMH (87.550)
7. Facebook (76.203)
8. Walmart (63.840)
9. Johnson & Johnson (61.703)
10. AT&T (60.864)

This list also shows us which countries dominate the global economy. because if we rank these brands according to countries, we get the following result:

1. Apple – USA
2. Amazon – USA
3. Google – USA
4. Microsoft – USA
5. AliBaba – China
6. LVMH – France
7. Facebook – USA
8. Walmart – USA
9. Johnson & Johnson – USA
10. AT&T – USA

Clearly, we can say that the USA is the leading country. Contrary to what most people think, China manages to enter the top 10 with only one brand. Europe is also on this list with only one country. 8 brands out of 10 are based in the USA. We can do some fundamental analysis using the list:

• The name LVMH may not sound familiar, but we’re sure you’ll recognize it if we say “Louis Vuitton”. This is the only brand that managed to enter the global top 10 by operating in the luxury sector. This is because LVMH has a large number of subsidiaries. These include many brands such as Christian Dior, Givenchy, Marc Jacobs, Loewe, Kenzo, Princess Yachts, TAG Heuer, Bulgari, and Tiffany & Co.
• Apple, Amazon, and Google have been sharing the top three positions on this list for a very long time. When we consider the value of these brands, we do not expect to see different names in the top three in the near future. However, the ranking among the top three may vary. In the 2020 – 2021 period, the brand that increased its value the most was Amazon (39%). As can be expected, this is due to the increased use of online merchants during the pandemic. Apple was only able to increase its brand value by 13%. For Google, the increase was limited to 8%. This data shows that Amazon may take first place in the near future.
• AT&T may exit the top 10 by the end of 2022. This is because its brand value has decreased by 20%. There are only three companies on this list whose brand value has declined over the 2020-2021 period, with AT&T ranking first in terms of depreciation. Other brands that lost value are LVMH (-3%) and Johnson & Johnson (-6%).

European and US Brands Dominate the Global List

When we take a look at the top 10, we see that the USA has clear leadership. So, how about the rest of the list? As a matter of fact, the situation does not change much until the top 50: the companies with the highest brand value and the largest growth rate are mostly located in the USA. But after the top 10, we start to see more European companies. For example, almost all brands between 30 and 40 are of European origin. To give some examples: 

• Nestle (Switzerland)
• AB In Bev (Belgium)
• Christian Dior (France)
• Unilever (United Kingdom)
• Telco (Germany)
• Volkswagen (Germany)
• Daimler (Germany)
• British American Tobacco (United Kingdom)
• SAP (Germany)

Among European countries, Germany has clear domination, but this is mostly limited to the automotive industry. Contrary to popular belief, China and other Asian countries start to appear only after the top 50. In other words, if you think that Asian brands have started to dominate the global economy in recent years, you are wrong: the top 50 most valuable brands are still in Western countries.

There are, of course, some exceptions to this. For example, AliBaba, SoftBank, Nintendo and Tencent are the brands you can see in the top 50. But they are only exceptions: the first half of the global list is dominated by Western and especially US brands.

One of the reasons for that is actually simple: when we build the same list by segment, some segments grew more than others, and they are almost always dominated by Western brands. In this context, IT & Technology is considered the top segment globally and has increased by 11% compared to 2019. The same is true for the retail sector: this segment also grew by 20% compared to 2019. The biggest brands in the IT and retail segments are located in Western countries, especially in the USA. So, this is not a surprising situation. China and other Asian countries are more successful in consumer goods and financial services, but these segments are getting smaller.

We do not expect to see any radical changes to the global list in the near future. Because for the list to change, the segments must first grow and/or shrink, which is not something that will happen in a short time. Apart from AT&T and Johnson & Johnson, we do not think that there will be a change in the list of top 10 brands too. There may be some changes in the ranking, but these are companies with very high brand values, and it is not possible for other brands to catch them in the short term.

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