Most Valuable Brands Quiz

Try to name the world's most valuable global brands, according to Interbrand.

For the year 2020

Only includes brands that do at least 30% of their business outside their home country

Sometimes these brands can be owned by the same company

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Last updated: October 28, 2020

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First submitted	October 11, 2012
Times taken	85,239
Average score	29.0%
Rating	4.30

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#	Sector	Brand
1	Tech	Apple
2	Retail	Amazon
3	Tech	Microsoft
4	Tech	Google
5	Electronics	Samsung
6	Beverage	Coca-Cola
7	Auto	Toyota
8	Auto	Mercedes Benz
9	Restaurant	McDonald's
10	Entertainment	Disney
11	Auto	BMW
12	Tech	Intel
13	Tech	Facebook
14	Tech	IBM
15	Sportswear	Nike
16	Tech	Cisco
17	Luxury	Louis Vuitton
18	Tech	SAP
19	Tech	Instagram
20	Auto	Honda
21	Luxury	Chanel
22	Financial	J.P. Morgan
23	Payments	American Express
24	Logistics	UPS
25	Retail	IKEA
26	Beverage	Pepsi
27	Tech	Adobe
28	Luxury	Hermès
29	Diversified	GE
30	Tech	Youtube
31	Consulting	Accenture
32	Luxury	Gucci
33	Alcohol	Budweiser
34	Diapers	Pampers

#	Sector	Brand
35	Retail	Zara
36	Auto	Hyundai
37	Retail	H&M
38	Beverage	Nescafe
39	Financial	Allianz
40	Auto	Tesla
41	Entertainment	Netflix
42	Auto	Ford
43	Consumer	L'Oreal
44	Auto	Audi
45	Payments	Visa
46	Retail	Ebay
47	Auto	Volkswagen
48	Financial	AXA
49	Financial	Goldman Sachs
50	Sportswear	Adidas
51	Electronics	Sony
52	Financial	Citi
53	Electronics	Philips
54	Consumer	Gillette
55	Auto	Porsche
56	Restaurant	Starbucks
57	Payments	Mastercard
58	Tech	Salesforce
59	Auto	Nissan
60	Payments	Paypal
61	Diversified	Siemens
62	Food	Danone
63	Food	Nestlé
64	Financial	HSBC
65	Tech	HP
66	Food	Kellogg's
67	Diversified	3M

#	Sector	Brand
69	Consumer	Colgate
69	Financial	Morgan Stanley
70	Music	Spotify
71	Electronics	Canon
72	Toys	Lego
73	Luxury	Cartier
74	Financial	Santander
75	Logistics	FedEx
76	Video games	Nintendo
77	Tech	HP Enterprise
78	Alcohol	Corona
79	Auto	Ferrari
80	Tech	Huawei
81	Logistics	DHL
82	Alcohol	Jack Daniels
83	Luxury	Dior
84	Machinery	Caterpillar
85	Electronics	Panasonic
86	Auto	Kia
87	Consumer	Johnson & Johnson
88	Alcohol	Heineken
89	Farm	John Deere
90	Recruitment	LinkedIn
91	Alcohol	Hennessy
92	Restaurant	KFC
93	Auto	Land Rover
94	Luxury	Tiffany
95	Auto	Mini
96	Transportation	Uber
97	Luxury	Burberry
99	Alcohol	Johnnie Walker
99	Luxury	Prada
100	Tech	Zoom

Level 27

Oct 18, 2012

I got 25, and I'm surprised that this is above the average of 22... it may change later.

Level 84

Dec 25, 2016

I got 53 on my first try. But it does seem a bit arbitrary. Like how is Shell on here but not Exxon or Aramco. Lego but not Mattel? Ralph Lauren but not WalMart or Target or Carrefour? Corona but now SnowBeer? Mini but not GM? The Discovery Channel but not HBO or Showtime or Fox or AMC or Nickolodeon or BBC or NewsCorp or PlayBoy? and American Express is above Visa and Mastercard and PayPal?

Also maybe you could accept "Federal Express" for "FedEx?"

+10

Level 67

Jan 8, 2019

PlayBoy? What do YOU do outside of Jetpunk? **shiver**

Level 84

May 11, 2019

I read and learn stuff so that I have intelligent things to say. What do you do?

Level 66

Dec 2, 2019

I agree that in some cases it is surprising to see what is and isnt on here. But have never heard of snowbeer, aramco, showtime and newscorp. Have heard of walmart and target but we dont have that here, I think they are rather local businesses, so then the caveat " does atleast 30% of their business outside of their home country" come in to play.

I guess that explains it for some of the missing cases. Others are still surprising, I guess they are less big then I thought afterall (especially expected some in the car and tech area)

Level 84

Feb 15, 2020

WalMart is definitely *not* a local business. They are an absolutely massive international company that totally dwarfs many of these others... however... the fact that they also do a STAGGERING amount of business inside their home country (the USA) means that they don't qualify for this silly list. See comments below. The list is heavily biased toward companies headquartered in small countries and heavily biased against those headquartered in larger countries due to their methodology.

Level 87

Oct 28, 2020

Drinks Snow Beer on and off JetPunk.

Level 15

Oct 18, 2012

Great quiz. Some are corporations, though, but it's not your fault.

There are lots of P&G brands, but I'd also like to know how Interbrand decide the top brands.

Level 86

Aug 11, 2014

The corporation can BE the brand though. In some cases, like Apple, they have deliberately done that. P&G is a conglomerate where there build individual brands, but not really P&G as its own brand.

Level 23

Oct 19, 2012

Lol. 38/100. Once you look at the answers its just like "How could I forget that!!"

Level 23

Oct 19, 2012

Would have gotten another 42 extra brand names if I thought harder XD!

Level 20

Dec 16, 2012

I got 16. And after reading through them all I am shocked at some that I missed. I am also shocked that HSBC even made the list, considering what a crappy, horrible financial company they are. Customer service is the worst I've ever dealt with in my life. But I guess the list isn't based on that.

Level 84

Jan 22, 2013

That's true of almost any financial company. Big banks these days are about screwing over the little guy and getting away with murder to increase dividends, and as evinced by recent headlines, HSBC excels at that.

Level 84

Jan 22, 2013

It's strange that Nike and Adidas make the list but Converse doesn't. I travel all over the world and Converse hi-tops are extremely popular EVERYWHERE. In Korea it's like 50% of the people wear them. There are a few other big omissions... like Wal*Mart, TATA, and Saudi Aramco. Some of the largest and most profitable companies in the world (in the case of the latter, the most profitable company in the world. And they included Shell). I guess maybe in Aramco's case the brand isn't valuable it's the product that's valuable, but for Wal*Mart and TATA the branding is definitely more important. I'd much rather have shares of either of those companies than Moet & Chandon.

Level 84

Oct 12, 2014

Like how can H&M get such a high ranking and Wal*Mart doesn't even make the list? Must be some very strange rationale.

Level 78

Oct 12, 2014

WalMart is mostly American only, I think. H&M is to be found all over Europe at least. It's Swedish originally. Converse could be on the list, I agree. Currently knitting socks/shoes that look like Converse. That's the latest fad around here. Shell is also a company that's well known all over. TATA and Saudi Aramco.. well for me those are less known, though I know TATA is darn big.

Level 84

Oct 13, 2014

I know H&M locations are all over but... WalMart is one of the top ten companies in the world by market value. H&M wouldn't even come close to making that list. So why is the brand more valuable? Do people really get excited about shopping at H&M? I know a lot of people who are very loyal Wal*Mart customers.

Level ∞

Oct 14, 2014

Market value doesn't equal brand value.

Level 84

Oct 17, 2014

What does brand value equal then, if it's not how much money the brand is worth, or how attractive or visible the brand is to consumers or other companies? By either of these metrics H&M should be trailing Wal*Mart by at least 200 places.

Interbrand's methodology states the real reason, which is that 30% of the brand's revenue has to come from outside of the brand's home region. So, companies based in countries where the domestic market is worth close to jack squat will move up the rankings; while companies with $136 billion dollars in international sales (a figure equivalent to ALL of the business H&M does) won't make the cut if their revenue in their home country is so incredibly massive that this figure accounts for less than 30%.

more than a bit silly.

Level ∞

Oct 18, 2014

Brand value is how much the brand is worth independent of the business. For example, if WalMart went bankrupt tomorrow, how much could they sell the rights to the name "WalMart". My guess is very little.

Level 84

Oct 18, 2014

Way more than what H&M could sell their brand for. Sure, a lot of the value of WalMart is in infrastructure and distribution networks, etc. However, Interbrand lists their methodology on their website, and it does take into account market value and global market penetration, but for the reasons I listed above some brands could end up overvalued and some could end up absurdly undervalued.

Level 84

Oct 18, 2014

If you don't believe me click on the hypertext link I put above. It's all there in black and white.

Level ∞

Oct 28, 2016

Two years later, I'm going to refine my original statement. In my opinion, brand value represents how much "extra" consumers in aggregate pay to buy branded products. For Apple, this is obviously a huge amount. For Wal-mart, this is probably close to zero. They compete solely on price. But I agree that this list is flawed using my metric. For example, HBO or ESPN must have a much greater brand value than Discovery TV.

Level 84

Dec 25, 2016

That would all be very interesting, QM, if we were forced to speculate on their methodology. But... we're not. They spell it out and publish it on their website which I linked to. And the ONLY reason Wal*Mart is being valued less than H&M is, like I said, they are docked points for being headquartered in the USA and doing a massive amount of business there. It doesn't really make sense, because the USA is such a huge market that you don't NEED to do business elsewhere to grow a company into one of the most valuable in the world.

On the other hand, if your company is headquartered in some European country, penetrating into foreign markets is absolutely essential.

Level 84

Dec 25, 2016

Many Chinese and Indian companies are probably not appearing on the list for the same reason.

Level 84

Apr 21, 2018

It's sort of like the lists that say Prague gets more tourists than Orlando... which is just stupid. The only way you can say that is if you only count people (or in this case commerce) that crosses international boundaries. But why should that make something more valuable? If I have 20 pounds, 20 euros, and 20 rupees, my wallet is not more valuable than someone who's got 1000 euros and 500,000 US dollars. .... but the latter guy's wallet would not be considered by Interbrand because the 1000 euros is less than 30% of 500,000 USD. I humbly submit that this is dumb.

Level ∞

Oct 13, 2018

Thank you @kalbahamut. I added a note about the 30% restriction to the caveats.

Level 84

May 11, 2019

That makes the quiz better. Interbrand's methodology is still retarded, though.

Level 84

Oct 4, 2022

and it's sad that this comment has 0 likes on it (I'll add my own after commenting), while the one above that argues against my valid point has 5... people like what confirms their own biases, facts be damned.

Level 17

Sep 27, 2014

42/100

Level 45

Oct 11, 2014

Complaining. I checked the Interbrand 2012 list and this is different. There are place changes and some that aren't even on their list.

Level ∞

Oct 14, 2014

Sorry, the quiz should say "2013".

Level 82

Oct 17, 2014

Never did figure out what 'logistics' meant as a sector. Had I know, would have gotten a couple more.

Level 87

Nov 3, 2020

I've never asked a UPS guy in a brown button up shirt and brown shorts to help me with logistics, but I have asked them to deliver packages.

Level 79

Oct 24, 2014

Pretty happy with 49. After seeing the list there are so many others I should have gotten, plus some I never would have guessed in a million years.

Level 19

Dec 17, 2014

Wow! I totally went blank while taking this quiz and only got 14 right. I started looking at the answers and thinking "Geez, I'm so stupid!!!!!!"

Level 28

Jun 17, 2015

37/100 and still beats 74.9% of people, I feel way better now

Level 76

Nov 21, 2020

I scored 37/100 and it only beat 65.6% of the takers. I guess people have gotten smarter over the past few years.

Level 55

Nov 18, 2015

This really is a difficult quiz! Never would have thought of Colgate or Dannon, yet Walmart, Toshiba, etc. aren't on here. Not complaining about the list, I just mean that this used an apparently not-so-often-used area of my brain!

Level 84

Dec 25, 2016

Yeah there are some more weird omissions/inclusions in the tech and computers department. Lenovo and Adobe make the cut, but Toshiba, Asus, Acer, Foxconn, LG, Nintendo, Compaq, Dell, AMD, Western Digital, etc do not.

Level 26

Dec 27, 2015

I got all the luxury ones, except Ralph Lauren and Hugo Boss. I was kept guessing Chanel and Fendi would have made the list. I really don't consider Boss and Lauren on the same level as Hérmes or Louis Vuitton.

Level 45

Sep 20, 2016

Surprised to see my 33 earn me four points...especially since I missed some major ones (Sony, Mercedes Benz, and Facebook for example).

Level 66

Dec 25, 2016

You should've made it the top 50 or even 20. Top 100 is waaay too big.

Level 34

Dec 25, 2016

This quiz is copied. I made a same quiz under the same description in March. Clearly, QUIZMASTER is copying quizzes.

+11

Level ∞

Dec 25, 2016

This quiz has been on the site for over 4 years.

Level 61

Dec 25, 2016

More like you created the quiz without knowing this one already existed. Look at the dates of some of the comments, then make your comment to say "I created this quiz before, the Quizmaster is copying people's quizzes".

Level 44

Dec 28, 2016

Great quiz. Didn't do well but above average.

Level 48

Dec 28, 2016

I got one that only 4% got, because I work for the company. ;-)

Level 49

Dec 28, 2016

When you look at all the ones you missed and feel like hitting yourself with your computer. Your Google computer. With an Amazon tab open right next to the quiz.

Level 65

Jun 26, 2017

Sort of baffled why Johnson & Johnson is on here but P&G are not, while two of their products (Pampers and Gillette) are.

Level 88

Jun 27, 2017

Shocked that Marlboro is not on the list. Even with the western world's disdain for smoking, it is a huge brand with huge global reach. With the restrictions put on advertising in most of the world, being the established brand is a even more valuable. The Forbes list has it as the 25th most valuable in the world between Walmart and Honda.

Level 88

Jun 27, 2017

After looking at the Interbrand and the Forbes websites it looks like the Interbrand list is a lot more concerned with the touchy feeling things and is closer to the "best" brands as opposed to the ones that are worth the most money. Under this methodology companies that engage in pursuits that are in some way objectionable will be penalized. Therefore it thelack of Marlboro and all of the oil/chemical companies outside of a Shell at the bottom of the list.

Level 47

Jul 15, 2017

Beverage- water

Level 55

Jan 14, 2018

I'm shocked that Walmart isn't the top retail.

Level 84

Apr 21, 2018

If you look at my comments above you'll see why. Interbrand's methodology only values companies that do more than 30% of their business outside of their home country. Wal*Mart does indeed do business outside of the US, and their international business alone dwarfs some of these other companies, however the fact that their business is so MASSIVELY valuable inside the US means that the international share of it is less than 30% and they are therefore disqualified. It makes no sense but that's the reason why they and many other American/Chinese/Mexican/Indian/Russian companies are not here. This is probably also why European companies are very overrepresented- because European countries are tiny and you can't build a successful business there without expanding to international markets.

Level 84

Apr 21, 2018

For the sake of comparison, Zara (#27 on this list) has a total worldwide revenue of $9 billion.

Wal*Mart International in 2016 had sales of $123 billion. But this is only 25% of the $500 billion that the company makes in total. So... Interbrand counts it as 0.

Level ∞

Oct 13, 2018

Good point. Clearly the list is flawed in many ways.

Level 81

Nov 15, 2018

If I had 24 hours to take this quiz I wouldn't come up with Pampers (or a good 25% of all the other names on this list).

Level 87

Oct 28, 2020

Pampers seems pretty random on the list.

Level 61

May 8, 2020

I have a feeling Corona has gone down a bit now :/

Level 60

Aug 5, 2020

when you get Canon ez pz but you miss google

to be fair i only got canon because my calculator was right next to me

Level 61

Aug 20, 2020

Wow people love their alcohol

Level 87

Oct 28, 2020

I really don't get this.

Level 87

Nov 3, 2020

It seems companies like Boeing and Lufthansa for example with massive global sales are certainly brands.

Level 81

Oct 29, 2020

I see this was already mentioned a few years ago, but the Forbes brands list seems to be based on a better and more transparent methodology. Much of the feedback above could be addressed by using Forbes as the source instead. Latest list is here: https://www.forbes.com/the-worlds-most-valuable-brands/

Level 84

Nov 22, 2020

Substantially better list. Another user made a quiz based on it already that I can see, 4 years ago. That one ought to be updated and replace this one.

Level 84

Oct 4, 2022

Still think this would be the smart thing to do. Interbrand's list is garbage. Forbes' is obviously better.

Level 57

Nov 21, 2020

wow, Zoom!

Level 66

Nov 21, 2020

How did zoom get on here if we don't pay to use it now and their quality sucks

Level 88

Nov 21, 2020

It only took a pandemic to get recognition.

Level 52

Nov 21, 2020

The number 68 has been replaced with the number 69 in this quiz, so there are two number 69s. I’m not sure if there’s meant to be a tie there, but if there is, there should be two 68s instead

Level 64

Nov 22, 2020

Interesting. Never thought Pampers is more valuable than Ford.

Level 74

Apr 11, 2021

I was surprised that Louis Vuitton is more valuable than Chanel.

Level 73

Nov 30, 2020

This is not a criticism of QM for making a quiz using a legitimate subjective source, but I agree the methodology of the list is hot garbage and excludes some of the world's most powerful, valuable brands, and the rankings of the remaining brands are in no way in concert with what the brands are really worth. It's almost like a brand management firm made the list to favor the kinds of companies heavily reliant on consultant and marketing services.

Level 63

Feb 23, 2021

tried to type in Geico and got GE

Level 74

Apr 11, 2021

You’d think I would have gotten Johnson & Johnson since it because of them my arm is killing me but nope lol totally spaced

Level 93

Jun 10, 2021

There's two number 69s, number 68 is skipped

Level 55

Sep 9, 2021

52/100, great quiz!

Level 61

Nov 11, 2021

Level 37

Jan 18, 2022

Got 55

Level 37

May 6, 2022

Upgrade this quiz,and include the "latest" top brands

Level 37

Mar 5, 2023

How is Walmart, Tencent and Alibaba not on here?

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