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
Quiz by Quizmaster
Rate:
Last updated: October 28, 2020
First submittedOctober 11, 2012
Times taken64,631
Rating4.28
10:00
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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
+1
Level 32
Oct 18, 2012
I got 25, and I'm surprised that this is above the average of 22... it may change later.
+2
Level 80
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?"

+7
Level 60
Jan 8, 2019
PlayBoy? What do YOU do outside of Jetpunk? **shiver**
+2
Level 80
May 11, 2019
I read and learn stuff so that I have intelligent things to say. What do you do?
+2
Level 67
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)

+2
Level 80
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.
+1
Level 81
Oct 28, 2020
Drinks Snow Beer on and off JetPunk.
+1
Level 16
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.

+1
Level 83
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.
+3
Level 20
Oct 19, 2012
Lol. 38/100. Once you look at the answers its just like "How could I forget that!!"
+1
Level 20
Oct 19, 2012
Would have gotten another 42 extra brand names if I thought harder XD!
+1
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.
+1
Level 80
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.
+1
Level 80
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.
+1
Level 80
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.
+6
Level 82
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.
+1
Level 80
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.
+5
Level ∞
Oct 14, 2014
Market value doesn't equal brand value.
+1
Level 80
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.

+4
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.
+1
Level 80
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.
+1
Level 80
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.
+2
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.
+1
Level 80
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.

+1
Level 80
Dec 25, 2016
Many Chinese and Indian companies are probably not appearing on the list for the same reason.
+1
Level 80
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.
+1
Level ∞
Oct 13, 2018
Thank you @kalbahamut. I added a note about the 30% restriction to the caveats.
+1
Level 80
May 11, 2019
That makes the quiz better. Interbrand's methodology is still retarded, though.
+1
Level 20
Sep 27, 2014
42/100
+1
Level 50
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.
+1
Level ∞
Oct 14, 2014
Sorry, the quiz should say "2013".
+1
Level 75
Oct 17, 2014
Never did figure out what 'logistics' meant as a sector. Had I know, would have gotten a couple more.
+1
Level 81
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.
+1
Level 74
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.
+1
Level 21
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!!!!!!"
+1
Level 34
Jun 17, 2015
37/100 and still beats 74.9% of people, I feel way better now
+1
Level 79
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.
+1
Level 58
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!
+1
Level 80
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.
+1
Level 29
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.
+1
Level 54
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).
+2
Level 60
Dec 25, 2016
You should've made it the top 50 or even 20. Top 100 is waaay too big.
+1
Level 25
Dec 25, 2016
This quiz is copied. I made a same quiz under the same description in March. Clearly, QUIZMASTER is copying quizzes.
+8
Level ∞
Dec 25, 2016
This quiz has been on the site for over 4 years.
+5
Level 64
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".
+1
Level 44
Dec 28, 2016
Great quiz. Didn't do well but above average.
+1
Level 51
Dec 28, 2016
I got one that only 4% got, because I work for the company. ;-)
+1
Level 48
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.
+2
Level 58
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.
+1
Level 83
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.
+1
Level 83
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.
+1
Level 46
Jul 15, 2017
Beverage- water
+1
Level 52
Jan 14, 2018
I'm shocked that Walmart isn't the top retail.
+1
Level 80
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.
+2
Level 80
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.

+2
Level ∞
Oct 13, 2018
Good point. Clearly the list is flawed in many ways.
+1
Level 73
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).
+1
Level 81
Oct 28, 2020
Pampers seems pretty random on the list.
+1
Level 45
May 8, 2020
I have a feeling Corona has gone down a bit now :/
+1
Level 58
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

+1
Level 45
Aug 20, 2020
Wow people love their alcohol
+3
Level 81
Oct 28, 2020
I really don't get this.
+1
Level 81
Nov 3, 2020
It seems companies like Boeing and Lufthansa for example with massive global sales are certainly brands.
+2
Level 74
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/
+1
Level 80
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.
+1
Level 43
Nov 21, 2020
wow, Zoom!
+1
Level 57
Nov 21, 2020
How did zoom get on here if we don't pay to use it now and their quality sucks
+2
Level 83
Nov 21, 2020
It only took a pandemic to get recognition.
+1
Level 51
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
+1
Level 61
Nov 22, 2020
Interesting. Never thought Pampers is more valuable than Ford.