One of the most effective ways to acquire and retain a customer is through the creation of a powerful brand strategy. When done well, it tells the unique story of a brand and communicates its values, which helps consumers better relate to it.

The latest ranking of the most popular brands in the world shows that tech and ecommerce companies currently dominate the list. The ranking calculates a brand’s popularity by tracking its public perception, likelihood of being recommended by consumers, and if it’s a good representation of value and quality.

Currently topping the list is the leading search engine giant, Google. This is the fifth consecutive year that Google has held this title. 

This is followed by tech and electronics company Samsung in second place. Samsung is also the highest-ranked, non-US company on the list of the ten most popular brands in the world in 2021. Just three other non-US brands feature in the top ten.

Netflix, the US-based subscription streaming service is the third most popular brand in the world, rising three positions from its 2020 ranking. Experts attribute this to its ability to provide valuable comfort and entertainment for consumers during the coronavirus pandemic. 

The fourth most popular brand globally is the top video-sharing platform YouTube, which, incidentally, is owned by Google. 

Rounding out the top five is the popular messaging app WhatsApp. Interestingly, its parent company and the world’s most popular social media platform, Facebook, which came in seventh in 2020’s rankings, does not feature on this list. 

Shopee, Singapore’s top online shopping platform, rose two spots and is in sixth place on this latest list. This is also a reflection of the ecommerce boom seen across the world in the past two years, which drove the global ecommerce growth rate to 27.6 percent in 2020—one of the highest in years. 

US ecommerce giant Amazon falls two positions to take seventh place. German sports brand adidas follows in eighth place. 

Rounding out the list of ten most popular brands in the world are UK disinfectant brand Dettol and another sports brand, Nike. 

Of these ten most popular brands, six are based in the US. Tech and ecommerce companies also dominate the list, with seven out of ten falling in either of these two categories.

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