Special Report

20 Brands That Lost the Most Value in 2020

Source: Sundry Photography / iStock Editorial via Getty Images

10. Wells Fargo
> Decline in rank, 2020 to 2021: -20 places (No. 42 to No. 62)
> Brand value, 2021: $28.0 billion
> Change in brand value, 2020 to 2021: -8%
> Industry: Banks

Source: Robert Way / iStock Editorial via Getty Images

9. Industrial and Commercial Bank of China
> Decline in rank, 2020 to 2021: -20 places (No. 31 to No. 51)
> Brand value, 2021: $37.8 billion
> Change in brand value, 2020 to 2021: -1%
> Industry: Banks

Source: Brian Logan / iStock Editorial via Getty Images

8. Colgate
> Decline in rank, 2020 to 2021: -24 places (No. 76 to No. 100)
> Brand value, 2021: $18.9 billion
> Change in brand value, 2020 to 2021: +8%
> Industry: Personal Care

Source: Courtesy of Amazon.com

7. Pampers
> Decline in rank, 2020 to 2021: -25 places (No. 70 to No. 95)
> Brand value, 2021: $19.6 billion
> Change in brand value, 2020 to 2021: +6%
> Industry: Personal Care

Source: Cbuckley / Public Domain / Wikimedia Commons

6. Orange
> Decline in rank, 2020 to 2021: -25 places (No. 66 to No. 91)
> Brand value, 2021: $20.2 billion
> Change in brand value, 2020 to 2021: +4%
> Industry: Telecom Providers

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