Tesla soars in best global brands list but misses top 10 - Just Auto
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Tesla soars in best global brands list but misses top 10

By Graeme Roberts 21 Oct 2021 (Last Updated October 21st, 2021 12:58)

Tech dominated the top 10, with no changes to the top three. Two automakers made the top 10.

Tesla (#14) has made the biggest leap up the table and was the fastest growing brand of the past year with an unprecedented 184% increase in brand value after re-entering the Interbrand rankings in 2020.

Tech dominated the top 10, with no changes to the top three of Apple (#1), Amazon (#2) and Microsoft (#3). The top three brands accounted for a third of the total table value this year.

Tesla also saw the largest rise in rankings, moving 26 places up the table, closely followed by Salesforce.com (moving up 20 places to #38) and PayPal (moving up 18 places to #42).

Despite its seismic growth, Tesla has yet to enter the top 10, Interbrand noted. That table did include Toyota at #7  and Mercedes-Benz at #8, ahead of McDonald’s and Disney.

The fastest risers significantly outperformed other brands on three factors, revealing the fundamental priorities:

Direction: These brands set a clear direction, ensuring that the entire organisation knows where they are going, and are working towards the same ambition.

Agility: These brands move fast, bringing new products and services to market and, where necessary, pivoting to address changing customer needs.

Participation: These brands ultimately bring people on a journey with them and make them part of the movement to create an engaging brand world.

“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,” said Charles Trevail, global CEO, Interbrand.

“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. Tesla is a brand that epitomises the importance of brand direction, agility and participation, so I’m unsurprised it made the biggest leap up the best global brands ranking in 2021.”