Technology Firms Lead the Way
A brand survey of the world's top 100 companies selected ASML Holdings, a Dutch semiconductor equipment company, as the most respected brand. After the coronavirus pandemic, semiconductor companies such as TSMC made strides and energy and healthcare companies' brand power increased significantly. On the other hand, Samsung Electronics, Nike, and Netflix saw their rankings plummet.
According to FutureBrand Index 2021, ASML Holdings ranked first in the list of most respected brands. Apple came in second, followed by Prosus, a South African-based technology investment company, Danaher, a U.S. diagnostic company, and Next Era Energy, a U.S. energy company.
The FutureBrand Index is a global perception study that reorders PricewaterCoopers' Global Top 100 Companies by Market Capitalization on perception strength rather than financial strength. It is based on rigorous research with a global sample of over 3,000 informed professionals.
The 2021 rankings. which were announced after the outbreak of the COVID-19 pandemic, showed more changes than usual. In particular, some global brands slipped out of the top 10. Nike and Netflix, which made the top 10 in the 2020 rankings, fell by 27 notches and 24 notches, respectively, placing 33rd and 34th. Consumer goods brands such as L'Oreal and Starbucks, which stood 20th to 30th, were also pushed out of the top 40.
On the other hand, many technology, energy, and healthcare companies took high spots. Taiwan's semiconductor foundry TSMC rose by 19 notches to sixth place, while Johnson & Jones (J&J), which developed COVID-19 vaccines, climbed by 8 notches to 19th place. In addition to J&J, healthcare companies Danaher (4th), Medtronic (16th), and AbbVie (17th) joined the top 20 club.
Samsung Electronics slipped by 10 notches from third place in 2020 to 13th.