Brands That Had the Biggest Jumps in Value in 2021

TikTok had the biggest jump in brand value among major global brands in 2021, according to recent research from Brand Finance. It experienced a 215% increase, followed by Snap (+184%) and South Korean internet company Kakao (+161%).

Apple ranked as the most valuable global brand, followed by Amazon, Google, Microsoft, and Walmart. The researchers found brands in the retail sector had the biggest increase in brand value (+46%), in aggregate, during the COVID-19 pandemic.

The research was based on a multi-part analysis which included a review of what brands receive for royalty agreements, a look at overall brand strength, and a survey of more than 100,000 people around the world. Alibaba had the biggest drop in brand value (-42%).