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, communicating its values, which helps consumers better relate to it.

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

As we’ll see, the brands on this list are also the most popular brands within their own product categories.

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

This is followed by popular messaging app WhatsApp. Interestingly, its parent company and the world’s most popular social media platform, Facebook, also ranks among the world’s top brands. However, it sits slightly lower down the list in seventh place.

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

Tech and electronics company Samsung is in fourth place. Samsung is also the highest-ranked, non-US company on the list of the ten most popular brands in the world in 2020. Just two other non-US brands feature in the top ten.

These top four brands—Google, WhatsApp, YouTube, and Samsung—have maintained their ranking from the previous year.

Rounding out the top five is US ecommerce giant Amazon, which rose one spot from its 2019 ranking. Analysts attribute this to its increasing role and influence in consumers’ lives during the coronavirus pandemic.

Streaming service Netflix comes next, improving four places from its tenth spot in 2019.

Shopee, Singapore’s top online shopping platform, is in eighth place, effectively pushing out PayPal, which was on the list the previous year. This is also a reflection of the ecommerce boom seen across the world in 2020, which pushed the global ecommerce growth rate to 27.6 percent—one of the highest in years. 

Sweden’s IKEA, the world’s largest furniture shop, is next, followed by US sports brand Nike. 

Of these ten most popular brands, eight are tech-based. Only IKEA and Nike, the last two on the list, are non-tech brands. 

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