{"id":9655,"date":"2026-03-25T17:48:12","date_gmt":"2026-03-25T09:48:12","guid":{"rendered":"https:\/\/www.ddg.com.tw\/interbrand-report-2020-2025\/"},"modified":"2026-04-02T15:56:48","modified_gmt":"2026-04-02T07:56:48","slug":"interbrand-report-2020-2025","status":"publish","type":"post","link":"https:\/\/www.ddg.com.tw\/en\/interbrand-report-2020-2025\/","title":{"rendered":"From Interbrand\u2019s Best Global Brands Report: The Evolution of Brand Roles"},"content":{"rendered":"\n

Global brand consultancy Interbrand is best known for their annual Best Global Brands report<\/a>. Using their own Brand Valuation Methodology<\/a>, Interbrand systematically scores each brand\u2014analysis of their financial performance, the brand role in purchase decisions, the brand\u2019s competitive strength, and a recently added factor of ESG\u2014which are then ranked into Top 100 Global Brands. When a brand becomes a measurable asset, it not only considers public trust and emotional preferences, but also reveals its ability to generate value in the future.  In this article, we single out a key takeaway from each report from 2020-2025 to see how brands and strategies change throughout the years.<\/p>\n\n\n\n

2020: A New Decade of Possibility<\/strong><\/strong><\/h2>\n\n\n\n

The pandemic in 2020 increased social outrage and further polarized people, leading to a growing sense of human disempowerment. This begs the question: What is a brand\u2019s role in an anxious world?<\/p>\n\n\n\n

The 2020 report demonstrated that truly influential brands continue to draw consumers in because they possess leadership, create engagement, and stay relevant to their audience. Microsoft, who grew 53% this year, connects their core business with customers\u2019 needs and leads with a deep sense of empathy (Leadership). Patagonia does a great job of effective brand building through clear activism and engaging its consumer base of people with similar values (Engagement). PayPal, through the credibility that they built with their audience after mitigating concerns around fraud, becomes a trusted choice for consumers (Relevance). <\/p>\n\n\n\n

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\"Patagonia<\/figure>
Patagonia offers clothing repair services and recycling, allowing used garments to be restored to their original condition and resold on their website. (Image Source: Fast Company)<\/figcaption> <\/figure>\n<\/div>\n\n\n
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In divided times, growth is defined by how brands show up for their consumers and the community. This year marks the start of increased expectations for brands to lead with empathy and take actions that benefit society. The brands that succeed in earning consumer trust and loyalty are those that continue to grow in revenue and presence.<\/p>\n\n\n\n

2021: The Decade of Possibility<\/strong><\/strong><\/h2>\n\n\n\n

Market dynamics return to a bit of normalcy in contrast to the previous year, but consumer expectations become more complex. Rising brands start to become part of the solution instead of the problem. They are seen as the bridge between business and society, investors and people, profit and purpose, present consumption and future resources. <\/p>\n\n\n\n

While the Top 10 in 2021 remained unchanged, one brand stood out amongst the rest. Sephora, out of so many brands out there, was the only singular brand to newly enter the Top 100 charts. With the company\u2019s DEI initiatives<\/a> to double the number of Black-owned brands by year end, retail expansion into Kohl\u2019s, and their continued 15% pledge to support brands from underrepresented founders, Sephora makes real moves to drive real change in the world.<\/p>\n\n\n\n

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\"Sephora<\/figure>
Sephora is a leading international beauty retail chain committed to promoting diversity, equality, and inclusion through its “DE&I Heart Journey” strategy, encompassing marketing, product development, and employee training. (Image source: Sephora)<\/figcaption> <\/figure>\n<\/div>\n\n\n
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With so much change, the conversations in 2021 all had a single shared denominator\u2014our future. Brands were expected not just to say something, but to also take a strong, unwavering stand within these conversations.<\/p>\n\n\n\n

2022: Brands as Acts of Leadership<\/strong><\/strong><\/h2>\n\n\n\n

A study by global communication firm Edelman<\/a> indicated that companies have become more trusted than government, media, and NGOs. As faith in government erodes, there is an even greater expectation for brands to step up. Here, brands start to become the world\u2019s most powerful narratives.<\/p>\n\n\n\n

Nike enters the Top 10 in 2022 with an 18% increase YOY and a brand value of $50,289 million. Arguably one of the most inclusive brands, Nike was built from a core belief that everyone is an athlete. Their Go FlyEase innovation team created a shoe that doesn\u2019t have straps or laces and simply hinges open and closed, designed with both fashion and the needs of people with disabilities in mind. Being inclusive by design opened up more possibilities for Nike to serve the community.<\/p>\n\n\n\n