Best Global Brands 2020: Automotive 3 01 02 03
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Connect NEW AND UPDATED FOR CES FOR NEW UPDATED AND Automotive Finance Luxury Media Retail Sport Tech of Possibility of in the Decade is increasingly being driven by an uncompromising approach The lifespan of an organization to fundamental human issues. was contracting before 2020; Businesses that do not yet the pandemic and our collective know, very specifically, which awakening will only serve to constituents they are systematically accelerate that trend. Jeff Bezos, disadvantaging (and how) are CEO of Best Global Brand, at risk because in this hyper Amazon, a business so large transparent world, the truth will it is almost planetary, said: “I out, and customers will “cancel”. predict one day Amazon will fail. Amazon will go bankrupt. If you Looking at the PayPal is one of 2020’s fastest look at large companies, their risers, thanks to a radical application lifespans tend to be 30-plus years, of its values and the trust those not a hundred-plus years.” actions drive. In 2015 it decided to prioritize customers’ financial While it’s hard to conceive of a world Best Global interests over its own higher revenue in which the 100 Best Global Brands products. Despite an immediate are no longer in our lives, we are stock market drop of 9% this undoubtedly at a point of divergence. move unleashed long-term growth. A tipping point for many. Businesses Brands of 2020 More recently, Paypal has begun a that cannot serve citizens and program to redistribute capital from brands that fail to gain the consent shareholders back to its lowest paid of customers will not stay ahead employees to ensure that everyone of our constantly renewing who works at PayPal can pay their expectations and they will fail. → bills. At a time of anxiety, there’s not much that matters more. Climate change is the next apocalyptic event we face, so Microsoft has become a Top 3 Best sustainability has to become a radical Global Brand in 2020. It’s CEO, priority for organizations and brands. Satya Nadella, argues that in the Microsoft has committed to being future: “you’ll only have permission carbon negative (not just neutral) n 2020, in a year of turbulence effect, which has accelerated digital to profit as a business if you have by 2030 (and Shell dropped off the so seismic in scale and rapid transformation trends, such as cloud- the consent of customers.” In this Best Global Brands list this year). in impact that the world is still based tech and streaming, across we see that as people begin to computing the effects, the sectors, reinforcing the dominance hold business to account, choice is Change, once again, is creating aggregate value of the Top of technology first brands. morphing into consent and brands winners and losers and posing 100 Best Global Brands has are mediating the commitments a difficult choices. The real question grown by 9%. Their total brand Crises recast the tacit contract business makes to its constituents. may be, are you going to lead from value exceeds $2 trillion. between organizations and people. In this mix brand is still a promise, the future or manage your decline? Certainly, we are seeing that now. but a promise of something IAs the pandemic and wider social As rising expectations dissolve into deeper. Done right brands offer an Editors note: This edition of the Best outrage exposed fault lines in society anxiety, people are demanding equilibrium between business and Global Brands Tech Report is updated and polarized people further; we more of the businesses they buy customer. A set of shared values. to highlight new innovations and see a similar divergence in the Best into. There is a growing sense of conversations at CES, the world’s Global Brands with 43% of brands human disempowerment, a growing Only 41 brands from our 2000 most important technology exposition. growing, and 57% declining in awareness of the power of brands, ranking remain on the table today. value (vs 29% declining in 2019). and consumers are beginning to At one time, it was inconceivable This years’ winners are notable for see their consumption choices that the DotCom Boomers Yahoo particularly fast growth; the average as votes of confidence. In some or AOL could fail, or that we’d fall increase amongst the top 3 brands instances, organizations have out of love with our Nokia handsets. alone was 50%. It’s clear that in more power than governments. But Google and Apple showed us Charles Trevail 2020, strong brands have become At a time of deep reflection, a more compelling vision of the Global Chief Executive stronger as a result of the COVID the deepest form of relevance future and the rest is history. Officer, Interbrand Best Global Brands 2020: Automotive 3 01 02 03 +38% +60% +53% 322,999 $m 200,667 $m 166,001 $m 04 05 12 Tech -1% +2% -8% 165,444 $m 62,289 $m 36,971 $m brand analysis: 80 96 100 The big -9% -13% New get bigger 6,301 $m 4,942 $m 4,481 $m → his has been a year Our number one, Apple (BV the introduction of the Prime in which connectivity $322,999bn; +38% YOY) trades membership – are shifting fulfilment has assumed huge on a uniqueness which isn’t a expectations in much of the world. importance. Whether result of what the brand says, but in a work or education what it does. Apple’s products, Microsoft’s (BV $166,001bn; environment, technologies and stores speak to +53%) exceptional transformation attempting to build an online the organisation’s philosophy of over the past six years has Tsocial life, or communicating beautiful simplicity and individual seen sources of revenue shift with relatives near and far, the empowerment. Apple has dramatically to a combination ways that we link up across the consistently changed what was of personal and business internet has become paramount. in people’s minds by changing software-as-a-service (SaaS) what was in their hands. and public cloud infrastructure And as a result of that, those and services, with all three lines brands who own the major Amazon (BV $200,667bn; + generating revenue primarily platforms, channels and devices 60% YOY) invested over $28 through recurring subscriptions. have soared in value in 2020. Their billion on R&D in 2018 and is growth has been so dramatic that, making the very notion of agility Another winner this year was new despite many more traditional exponential. Powered by real time entrant Zoom (BV $4,481m), who brands dropping in this year’s tricky data, AI and machine learning, were perfectly positioned to take environment, they have pushed its moves – from daily, one-to- advantage of a situation nobody the overall value of the top 100 one interactions to category saw coming, but they have proved brands this year to over $2 trillion. changing Iconic Moves such as more than up to the challenge. Best Global Brands 2020: Automotive CHRIS NURKO GLOBAL CHIEF INNOVATION OFFICER, INTERBRAND The customer view: What CES 2021 means → ES2021 was 100% tech devices and appliances and virtual. An event that more a forum for discussing and normally occurs in experiencing the tech-informed the physical space view of the near future. CES is a to exhibit, introduce hub of innovation entrepreneurship and extol the virtues sponsored by governments and of technology actually occurred as private industry in the form of Ca fully digital enabled experience. Eureka Park (the start-up showcase); the Health Tech exhibition that The Consumer Technology demonstrates how digital devices Association (CTA) holds CES as and advanced computing is a showcase of the world’s most being integrated to all aspects of innovative brands and organizations human healthcare diagnostics, who are re-defining our world therapies and daily living. and society through technology. Increasingly, over the last few Below are some of the key trends on years, CES has become less an the ground that will have the most exhibition of purely consumer far reaching implications for brands. Best Global Brands 2020: Automotive Scaling and Smart Bringing it all The great redefining solutions back home integration B2B solutions that improve As such, this year I was honored to In almost every aspect of home life Brands that help us unify and efficiency and re-define enterprise serve as a judge and jury member and across every sector of tech at integrated tools and systems also performance now highlight for the CES2021 Innovation CES2021 we see a customer-centric add value to our home equity as an the opportunity to scale new Awards. Focusing on the SMART dedication to quality and innovation. investment. These brands redefine processes, business-models and aspects of technology applied From SMART home construction the home services we will seek to use tech innovations that are redefining to homes, and therefore SMART materials, fixtures & fittings to décor and benefit from on a transactional categories and shaping new arenas living, I was able to identify and and design installation. For hardware or subscription basis. These of competition. CES has become contribute to recognizing the very systems and software protocols, AI systems and tools will also translate a new model for the auto industry best of innovation being brought infused experiences allow consumers into credible platforms for retail, as the world’s largest tech-mobility to market by the leading brands to manage, monitor and customize commercial and social application stage for new Electric Vehicles for and organizations of the world. experiences with ease and simplicity. in the out-of-home environment consumers and for fleet deployment. My overall take, was how quickly experience.