Special Report

50 Most Valuable Brands in the World

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30. Alibaba.com
> 2021 brand value: $39.2 billion
> 2020-2021 brand value change: +108.1% (+$20.3 billion)
> Sector: Tech
> Country: China

Alibaba.com, the first of three Alibaba Group brands on this list, is a massive China-based online retailer, sometimes referred to as “the Amazon of China” because it is in the same sector and has similar market dominance.

Like Amazon, Alibaba.com thrived in 2020 as consumers frequently opted to order goods online because of COVID-19. Alibaba is one of just two brands that more than doubled in value from 2020 to 2021 — up to $39.2 billion from $18.8 billion.

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29. BMW
> 2021 brand value: $40.4 billion
> 2020-2021 brand value change: -0.1% (+$0.0 billion)
> Sector: Auto
> Country: Germany

BMW’s brand value declined just slightly, around $36 million, from 2020 to 2021,, or 0.1%. The German luxury automaker’s sales fell by about 7.2% worldwide to just over 2 million cars in 2020 as demand for vehicles was curtailed by the COVID-19 pandemic. Some analysts had projected sales drops as steep as 20%. This lower than expected drop allowed BMW to maintain a brand value north of $40 billion.

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28. Shell
> 2021 brand value: $42.2 billion
> 2020-2021 brand value change: -11.3% (-$5.4 billion)
> Sector: Oil & gas
> Country: The Netherlands

Shell is a large multinational corporation, headquartered in The Netherlands, with 92,000 employees in over 70 different countries. The company operates gas stations, refineries, and drills for oil and natural gas, among its many other energy businesses.

Though the Shell brand lost over 11% of its worth from 2020 to 2021, the energy giant still ranked as the 28th most valuable brand in the world, valued at $42.2 billion — higher than any other oil and gas company in the world. Like other companies in the sector, Shell’s bottom line took a big hit because of to the reduced demand for oil and gas

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27. Moutai
> 2021 brand value: $45.3 billion
> 2020-2021 brand value change: +15.3% (+$6.0 billion)
> Sector: Spirits
> Country: China

China-based Moutai is the only spirits brand to rank among the world’s most valuable, with a 2021 brand value over $45 billion. This represented a sizable increase of 15.3%, or $6 billion, from the brand value in 2020.

The company, which is partially state-owned, makes a particular type of liquor known as baijiu, which is sometimes called “firewater” because of its strong taste and high alcohol content. Moutai’s version is more than 50% alcohol. Though it is relatively unknown outside of China, baijiu is the world’s most popular liquor, with 97% of the company’s product selling domestically.

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26. Volkswagen
> 2021 brand value: $47.0 billion
> 2020-2021 brand value change: +4.7% (+$2.1 billion)
> Sector: Auto
> Country: Germany

With its emissions scandal seemingly in its rearview mirror, Volkswagen’s brand value grew more quickly from 2020 to 2021 than any other large vehicle brand in the world. The German automaker’s brand value grew 4.7%, or $2.1 billion, up to $47 billion. This makes Volkswagen the third most valuable auto brand in the world.

Even though Volkswagen’s sales worldwide declined over 15% in 2020, down to 9.3 million cars, its global passenger car market share actually expanded somewhat as other automakers struggled even more.