Forbes dergisi, 2020 yılının en değerli 100 markasını açıkladı. Geçtiğimiz yıllarda olduğu gibi 2020 yılında da listenin başında teknoloji şirketleri bulunuyor. Koronavirüs salgınına rağmen şirketlerin büyük çoğunluğunun marka değeri geçen yıla kıyasla artış gösteriyor. Listenin birinci sırasında Apple yer alıyor. Firmanın marka değeri 241.2 milyar dolar seviyesinde. Listedeki en çarpıcı değişim ise Facebook'ta yaşandı. Facebook'un marka değeri geçen yıla göre yüzde 21 oranında düştü. Instagram ve WhatsApp'taki yükselişe rağmen Facebook'un marka değeri sarsıntıya uğramış. Netflix geçen yıla göre marka değerini yüzde 72 oranında artırarak büyük bir sıçrayışa imza attı. Mercedes-Benz ve Ford'un marka değerinde yüzde 14'lük düşüş gerçekleşti. Ayrıca Bkz. iOS 14 sürümündeki Instagram açığı kapatılıyor \t \t\t \t\t\t Sıra \t\t\t Marka \t\t\t Marka değeri \t\t\t Geçen yıla göre değişimi \t\t\t Marka geliri \t\t \t\t \t\t\t 1 \t\t\t Apple \t\t\t $241.2 \t\t\t 17% \t\t\t $260.2 \t\t \t\t \t\t\t 2 \t\t\t Google \t\t\t $207.5 \t\t\t 24% \t\t\t $145.6 \t\t \t\t \t\t\t 3 \t\t\t Microsoft \t\t\t $162.9 \t\t\t 30% \t\t\t $125.8 \t\t \t\t \t\t\t 4 \t\t\t Amazon \t\t\t $135.4 \t\t\t 40% \t\t\t $260.5 \t\t \t\t \t\t\t 5 \t\t\t Facebook \t\t\t $70.3 \t\t\t -21% \t\t\t $49.7 \t\t \t\t \t\t\t 6 \t\t\t Coca-Cola \t\t\t $64.4 \t\t\t 9% \t\t\t $25.2 \t\t \t\t \t\t\t 7 \t\t\t Disney \t\t\t $61.3 \t\t\t 18% \t\t\t $38.7 \t\t \t\t \t\t\t 8 \t\t\t Samsung \t\t\t $50.4 \t\t\t -5% \t\t\t $209.5 \t\t \t\t \t\t\t 9 \t\t\t Louis Vuitton \t\t\t $47.2 \t\t\t 20% \t\t\t $15 \t\t \t\t \t\t\t 10 \t\t\t McDonald's \t\t\t $46.1 \t\t\t 5% \t\t\t $100.2 \t\t \t\t \t\t\t 11 \t\t\t Toyota \t\t\t $41.5 \t\t\t -7% \t\t\t $187 \t\t \t\t \t\t\t 12 \t\t\t Intel \t\t\t $39.5 \t\t\t 2% \t\t\t $72 \t\t \t\t \t\t\t 13 \t\t\t NIKE \t\t\t $39.1 \t\t\t 6% \t\t\t $39.3 \t\t \t\t \t\t\t 14 \t\t\t ATT \t\t\t $37.3 \t\t\t -10% \t\t\t $151.2 \t\t \t\t \t\t\t 15 \t\t\t Cisco \t\t\t $36 \t\t\t 4% \t\t\t $50.6 \t\t \t\t \t\t\t 16 \t\t\t Oracle \t\t\t $35.7 \t\t\t 11% \t\t\t $39.1 \t\t \t\t \t\t\t 17 \t\t\t Verizon \t\t\t $32.3 \t\t\t 2% \t\t\t $131.9 \t\t \t\t \t\t\t 18 \t\t\t Visa \t\t\t $31.8 \t\t\t 18% \t\t\t $23 \t\t \t\t \t\t\t 19 \t\t\t Walmart \t\t\t $29.5 \t\t\t 12% \t\t\t $341 \t\t \t\t \t\t\t 20 \t\t\t GE \t\t\t $29.5 \t\t\t -14% \t\t\t $76.6 \t\t \t\t \t\t\t 21 \t\t\t Budweiser \t\t\t $28.9 \t\t\t 6% \t\t\t $11.2 \t\t \t\t \t\t\t 22 \t\t\t SAP \t\t\t $28.6 \t\t\t 0% \t\t\t $30.9 \t\t \t\t \t\t\t 23 \t\t\t Mercedes-Benz \t\t\t $28.5 \t\t\t -14% \t\t\t $121.7 \t\t \t\t \t\t\t 24 \t\t\t IBM \t\t\t $28.2 \t\t\t -10% \t\t\t $77.1 \t\t \t\t \t\t\t 25 \t\t\t Marlboro \t\t\t $26.8 \t\t\t -6% \t\t\t $25.1 \t\t \t\t \t\t\t 26 \t\t\t Netflix \t\t\t $26.7 \t\t\t 72% \t\t\t $20.2 \t\t \t\t \t\t\t 27 \t\t\t BMW \t\t\t $25.9 \t\t\t -13% \t\t\t $93.4 \t\t \t\t \t\t\t 28 \t\t\t American Express \t\t\t $25.1 \t\t\t -3% \t\t\t $43.6 \t\t \t\t \t\t\t 29 \t\t\t Honda \t\t\t $24.5 \t\t\t -5% \t\t\t $126.2 \t\t \t\t \t\t\t 30 \t\t\t L'Oréal \t\t\t $22.8 \t\t\t 23% \t\t\t $11.7 \t\t \t\t \t\t\t 31 \t\t\t Gucci \t\t\t $22.6 \t\t\t 22% \t\t\t $10.8 \t\t \t\t \t\t\t 32 \t\t\t Hermès \t\t\t $21.6 \t\t\t 19% \t\t\t $7.7 \t\t \t\t \t\t\t 33 \t\t\t Nescafe \t\t\t $20.4 \t\t\t 14% \t\t\t $9.2 \t\t \t\t \t\t\t 34 \t\t\t Home Depot \t\t\t $19.2 \t\t\t 6% \t\t\t $110.2 \t\t \t\t \t\t\t 35 \t\t\t Accenture \t\t\t $19.1 \t\t\t 15% \t\t\t $43.2 \t\t \t\t \t\t\t 36 \t\t\t Pepsi \t\t\t $18.2 \t\t\t -3% \t\t\t $9.3 \t\t \t\t \t\t\t 37 \t\t\t Starbucks \t\t\t $17.8 \t\t\t 5% \t\t\t $26.5 \t\t \t\t \t\t\t 38 \t\t\t Mastercard \t\t\t $17.3 \t\t\t 23% \t\t\t $16.9 \t\t \t\t \t\t\t 39 \t\t\t Frito-Lay \t\t\t $16.3 \t\t\t 11% \t\t\t $12.2 \t\t \t\t \t\t\t 40 \t\t\t IKEA \t\t\t $15.8 \t\t\t 3% \t\t\t $46.2 \t\t \t\t \t\t\t 41 \t\t\t Zara \t\t\t $14.7 \t\t\t 9% \t\t\t $21.9 \t\t \t\t \t\t\t 42 \t\t\t Gillette \t\t\t $14.5 \t\t\t -13% \t\t\t $6 \t\t \t\t \t\t\t 43 \t\t\t HSBC \t\t\t $14.4 \t\t\t 12% \t\t\t $94.3 \t\t \t\t \t\t\t 44 \t\t\t Audi \t\t\t $13.8 \t\t\t -3% \t\t\t $59.6 \t\t \t\t \t\t\t 45 \t\t\t J. P. Morgan \t\t\t $13.7 \t\t\t 11% \t\t\t $52.6 \t\t \t\t \t\t\t 46 \t\t\t Deloitte \t\t\t $13.5 \t\t\t 9% \t\t\t $46.2 \t\t \t\t \t\t\t 47 \t\t\t Sony \t\t\t $13.3 \t\t\t 18% \t\t\t $63 \t\t \t\t \t\t\t 48 \t\t\t UPS \t\t\t $13.3 \t\t\t 5% \t\t\t $74.1 \t\t \t\t \t\t\t 49 \t\t\t Bank of America \t\t\t $13.2 \t\t\t 14% \t\t\t $97.5 \t\t \t\t \t\t\t 50 \t\t\t Chase \t\t\t $13.1 \t\t\t 12% \t\t\t $64.9 \t\t \t\t \t\t\t 51 \t\t\t Adidas \t\t\t $12.9 \t\t\t 15% \t\t\t $24.5 \t\t \t\t \t\t\t 52 \t\t\t Chanel \t\t\t $12.8 \t\t\t 42% \t\t\t $13.7 \t\t \t\t \t\t\t 53 \t\t\t Siemens \t\t\t $12.7 \t\t\t -8% \t\t\t $97.2 \t\t \t\t \t\t\t 54 \t\t\t Nestle \t\t\t $12.3 \t\t\t -2% \t\t\t $7.9 \t\t \t\t \t\t\t 55 \t\t\t CVS \t\t\t $12.3 \t\t\t -10% \t\t\t $187.2 \t\t \t\t \t\t\t 56 \t\t\t Cartier \t\t\t $12.2 \t\t\t 14% \t\t\t $6.2 \t\t \t\t \t\t\t 57 \t\t\t Porsche \t\t\t $12.1 \t\t\t 10% \t\t\t $31.9 \t\t \t\t \t\t\t 58 \t\t\t ESPN \t\t\t $11.9 \t\t\t -9% \t\t\t $11.4 \t\t \t\t \t\t\t 59 \t\t\t Citi \t\t\t $11.8 \t\t\t 4% \t\t\t $103.5 \t\t \t\t \t\t\t 60 \t\t\t Wells Fargo \t\t\t $11.8 \t\t\t -16% \t\t\t $103.9 \t\t \t\t \t\t\t 61 \t\t\t Adobe \t\t\t $11.5 \t\t\t 10% \t\t\t $9 \t\t \t\t \t\t\t 62 \t\t\t Pampers \t\t\t $11.5 \t\t\t 8% \t\t\t $8.6 \t\t \t\t \t\t\t 63 \t\t\t Corona \t\t\t $11.4 \t\t\t 13% \t\t\t $7.5 \t\t \t\t \t\t\t 64 \t\t\t T-Mobile \t\t\t $11.4 \t\t\t 20% \t\t\t $45.3 \t\t \t\t \t\t\t 65 \t\t\t Ebay \t\t\t $11.3 \t\t\t 7% \t\t\t $8.6 \t\t \t\t \t\t\t 66 \t\t\t Chevrolet \t\t\t $11.3 \t\t\t 5% \t\t\t $77.5 \t\t \t\t \t\t\t 67 \t\t\t PayPal \t\t\t $11.3 \t\t\t 24% \t\t\t $17.5 \t\t \t\t \t\t\t 68 \t\t\t Ford \t\t\t $11.2 \t\t\t -14% \t\t\t $148.1 \t\t \t\t \t\t\t 69 \t\t\t Red Bull \t\t\t $11.1 \t\t\t 12% \t\t\t $6.8 \t\t \t\t \t\t\t 70 \t\t\t PwC \t\t\t $11 \t\t\t 6% \t\t\t $42.4 \t\t \t\t \t\t\t 71 \t\t\t HP \t\t\t $11 \t\t\t -12% \t\t\t $58.8 \t\t \t\t \t\t\t 72 \t\t\t Colgate \t\t\t $10.7 \t\t\t 4% \t\t\t $5.4 \t\t \t\t \t\t\t 73 \t\t\t Fox \t\t\t $10.6 \t\t\t -13% \t\t\t $12.4 \t\t \t\t \t\t\t 74 \t\t\t Lowe's \t\t\t $10.5 \t\t\t 13% \t\t\t $72.1 \t\t \t\t \t\t\t 75 \t\t\t Lancome \t\t\t $10.4 \t\t\t 22% \t\t\t $7.1 \t\t \t\t \t\t\t 76 \t\t\t HM \t\t\t $10.4 \t\t\t -10% \t\t\t $24.6 \t\t \t\t \t\t\t 77 \t\t\t Lexus \t\t\t $10.3 \t\t\t 8% \t\t\t $25.3 \t\t \t\t \t\t\t 78 \t\t\t Santander \t\t\t $9.7 \t\t\t 6% \t\t\t $99.8 \t\t \t\t \t\t\t 79 \t\t\t Costco \t\t\t $9.5 \t\t\t 8% \t\t\t $148.8 \t\t \t\t \t\t\t 80 \t\t\t Rolex \t\t\t $9.5 \t\t\t 5% \t\t\t $5.2 \t\t \t\t \t\t\t 81 \t\t\t Hyundai \t\t\t $9.5 \t\t\t 17% \t\t\t $96.1 \t\t \t\t \t\t\t 82 \t\t\t Danone \t\t\t $9.3 \t\t\t 1% \t\t\t $11 \t\t \t\t \t\t\t 83 \t\t\t Heineken \t\t\t $9.3 \t\t\t 7% \t\t\t $6.7 \t\t \t\t \t\t\t 84 \t\t\t Uniqlo \t\t\t $9.2 \t\t\t 6% \t\t\t $17.2 \t\t \t\t \t\t\t 85 \t\t\t Goldman Sachs \t\t\t $8.9 \t\t\t -1% \t\t\t $56.4 \t\t \t\t \t\t\t 86 \t\t\t Hennessy \t\t\t $8.9 \t\t\t \t\t\t $2.8 \t\t \t\t \t\t\t 87 \t\t\t Nintendo \t\t\t $8.8 \t\t\t \t\t\t $11.8 \t\t \t\t \t\t\t 88 \t\t\t AXA \t\t\t $8.8 \t\t\t \t\t\t $115.9 \t\t \t\t \t\t\t 89 \t\t\t Allianz \t\t\t $8.8 \t\t\t 7% \t\t\t $130.4 \t\t \t\t \t\t\t 90 \t\t\t Dell \t\t\t $8.7 \t\t\t 6% \t\t\t $79.5 \t\t \t\t \t\t\t 91 \t\t\t Caterpillar \t\t\t $8.6 \t\t\t 4% \t\t\t $53.8 \t\t \t\t \t\t\t 92 \t\t\t LEGO \t\t\t $8.6 \t\t\t 6% \t\t\t $5.8 \t\t \t\t \t\t\t 93 \t\t\t Huawei \t\t\t $8.5 \t\t\t 6% \t\t\t $188.6 \t\t \t\t \t\t\t 94 \t\t\t John Deere \t\t\t $8.4 \t\t\t 5% \t\t\t $39.4 \t\t \t\t \t\t\t 95 \t\t\t UBS \t\t\t $8.3 \t\t\t \t\t\t $34.2 \t\t \t\t \t\t\t 96 \t\t\t KFC \t\t\t $8.3 \t\t\t -2% \t\t\t $27.9 \t\t \t\t \t\t\t 97 \t\t\t Burger King \t\t\t $8.2 \t\t\t \t\t\t $22.9 \t\t \t\t \t\t\t 98 \t\t\t EY \t\t\t $8 \t\t\t \t\t\t $36.4 \t\t \t\t \t\t\t 99 \t\t\t FedEx \t\t\t $7.9 \t\t\t -4% \t\t\t $69.2 \t\t \t\t \t\t\t 100 \t\t\t Volkswagen \t\t\t $7.9 \t\t\t \t\t\t $111.8 \t\t \t Kaynak: https://www.forbes.com/the-worlds-most-valuable-brands/#5a6b49cd119c