Tesla electrifies Global Brands 2021 report with 184% jump in value

Tesla and LVMH soar

• The impressive jump gives the electric car maker bragging rights as the fastest-growing brand of the year, jumping from lowly 40th place to challenge the upper echelons of the list in 14th spot, courtesy of the largest growth in value of any brand over the past 20 years.

• Another winner in the Interbrand compiled list is luxury goods firm LVMH, which claims no less than five brands in the top table; Sephora (#100), Louis Vuitton (#13), Dior (#77), Tiffany & Co (#92) and Hennessy (#95).

Old order holds sway

• Tesla’s ascendancy does not yet challenge the top three brands, however, with Apple (#1), Amazon (#2) and Microsoft (#3) accounting for an outsize 33% of total brand value – leaving the remaining 97 contenders to scrap it out for the rest.

• Posting impressive double-digit growth rates of 38%, 60% and 53% respectively, the three tech titans show no sign of being dislodged from the top of the pecking order any time soon, hitting brand valuations of $333m, $201m and $166m.

• Only Google in fourth place, with a brand valuation of $165m, comes close but it has taken a knock this year, slipping into reverse with a 1% brand decline.

• As recently as 2018 Google claimed second position.

• Rounding out the top 100 is lockdown favorite Zoom, a new entrant with a brand valuation of $4,481m.

What have we learned?

• Interbrand cites the qualities of direction (understanding where a brand is headed); agility (being able to adapt to changing circumstances); and participation (being able to bring people along with you) as the holy trinity of brand success.

• Charles Trevail, global chief executive officer at Interbrand, said: “Direction, agility and participation are three key themes we’ve seen driving brand growth over the past year. Perhaps unsurprisingly, given the constantly evolving business landscape, employee buy-in, adapting to change and a strong customer base have helped certain brands to thrive.

• “It’s worth calling out Tesla’s growth over the past year – a three-figure increase in brand value is unprecedented in the past 22 years of Best Global Brands.”

• The total value of this year’s table has increased to $2.67bn (a rise of 15% from $2.33bn recorded in 2020), representing the biggest growth rate in the past 22 years of Interbrand’s Best Global Brands.