Special Report

50 Most Valuable Brands in the World

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25. Bank of China
> 2021 brand value: $48.7 billion
> 2020-2021 brand value change: -3.8% (-$1.9 billion)
> Sector: Banking
> Country: China

Bank of China is one of the 25 most valuable brands in the world, worth $48.7 billion in 2021. The bank was worth over $50 billion the year before, but like every other large bank, it suffered from the economic contraction brought on by COVID-19. Even as China’s economy has recovered, the Bank of China reported its profits fell by nearly 3% year over year, the first decline in decades.

In spite of the brand’s dip in value, Brand Finance actually upgraded the Bank of China’s brand rating. When factoring in investment in the future, perceptions, and financial performance, Bank of China’s Brand Strength Index score improved from AAA- in 2020 to a nearly-perfect AAA score in 2021.

Source: Alibaba Group / Wikimedia Commons

24. Tmall
> 2021 brand value: $49.2 billion
> 2020-2021 brand value change: +60.4% (+$18.5 billion)
> Sector: Tech
> Country: China

Tmall is a large business-to-consumer e-commerce platform operated by another online shopping giant, Alibaba. The company has over 500 million registered users and accounts for more than half of China’s B2C e-commerce business.

As many people turned to online shopping amid the pandemic, Tmall’s brand value soared, growing by over 60% — the fifth largest increase among the world’s 100 most valuable brands.

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23. T (Deutsche Telekom)
> 2021 brand value: $51.1 billion
> 2020-2021 brand value change: +27.9% (+$11.2 billion)
> Sector: Telecoms
> Country: Germany

Deutsche Telekom (sometimes stylized as T) is the second most valuable brand in Europe and one of just 23 brands worth over $50 billion, according to Brand Finance. This is all the more impressive since Deutsche Telekom’s brand was worth less than $40 billion just a year ago. The brand’s value jumped by nearly 28%.

According to the DT website, the company has “242 million mobile customers, 27 million fixed-network lines, and 22 million broadband lines,” and operates in over 50 countries, including in the U.S. as T-Mobile. It also reported over 101 billion euros in revenue in 2020, an increase of 25% from the year before.

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22. Disney
> 2021 brand value: $51.2 billion
> 2020-2021 brand value change: -8.7% (-$4.9 billion)
> Sector: Media
> Country: United States

Entertainment empire Disney runs TV channels, parks, movie studios, and more. The brand is worth over $51 billion, though it faced financial difficulties in 2020 and its value dropped from over $56 billion in 2020.

The company was forced to shutter its parks and resorts and scrap plans to release 10 films, including big budget blockbusters like “Mulan” and “Black Widow” in 2020. Despite the setback, Disney is one of just six companies to earn a perfect AAA+ grade from Brand Finance’s Brand Strength Index.

Source: RiverNorthPhotography / Getty Images

21. AT&T
> 2021 brand value: $51.4 billion
> 2020-2021 brand value change: -13.1% (-$7.7 billion)
> Sector: Telecoms
> Country: United States

The 10th most valuable brand in the world in 2012, AT&T has been passed by a number of other brands and has slipped out of the top 20 as of 2021. The major telecom company’s brand value dropped by more than 13% over the past year.

AT&T has one of the lowest Brand Strength Index scores among the world’s most valuable brands, with a AA grade, well below a maximum score of AAA+. The company has an enormous debt load of nearly $170 billion and faces various hurdles, with video subscribers dwindling as cord-cutting becomes the norm.