This Is the Brand That Lost the Most Value Since 2020

By Douglas A. McIntyre Published Apr 14, 10:30AM EDT

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Several research firms publish brand valuation studies. Some are based on how much a brand contributes to its parent company. Others are based on consumer impressions. No matter what the yardstick, the process is more art than science.

It is clear, for the most part, that the largest companies have the most valuable brands. Apple, Amazon, Google and Microsoft are almost always at the top of brand valuation lists. Companies with sales and competition problems, like General Motors, are nowhere near the top.

One of the most prominent findings of many brand studies is that brands, on average, have increased in value over the past several years. However, there are exceptions.

To determine the brand that is losing the most ground, 24/7 Wall St. reviewed Kantar BrandZ 2021 100 Most Valuable Global Brands report, which lists global brands by their valuation and rank in 2021 and in 2020. 24/7 Wall St. ranked companies based on the number of places they dropped in the top 100 from 2020 to 2021. All data came from Kantar’s report.
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The brand valuation of the 100 global brands rose 42% in 2021, after only gaining 6% in 2020. That means that many of the brands among the top 100 that saw their valuation increase in 2021 still dropped in ranking. For example, IKEA lost considerable ground, 12 spots, in brand value ranking from 2020 to 2021 even though its brand valuation rose 17%. Other brands’ valuation simply rose faster.

Some industries as a whole lost ground. Three of America’s big four banks fell steeply in rank. Wells Fargo plunged from number 42 to 62nd place. Bank of America went from number 78 to 98, while Chase dropped from number 62 to 80. According to Kantar, consumers favored regional banks with strong neighborhood presences during the pandemic, while internationally oriented banks suffered.

The brand that lost the most value was China Construction Bank. Here are the details:

Decline in rank, 2020 to 2021: 36 places (58th to 94th)
Brand value in 2021: $19.8 billion
Change in brand value, 2020 to 2021: −6%
Industry: Banks

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Click here to see all 20 brands that lost the most value in 2020.

About the Author Douglas A. McIntyre →

Douglas A. McIntyre is the co-founder, chief executive officer and editor in chief of 24/7 Wall St. and 24/7 Tempo. He has held these jobs since 2006.

McIntyre has written thousands of articles for 24/7 Wall St. He is an expert on corporate finance, the automotive industry, media companies and international finance. He has edited articles on national demographics, sports, personal income and travel.

His work has been quoted or mentioned in The New York Times, The Wall Street Journal, Los Angeles Times, The Washington Post, NBC News, Time, The New Yorker, HuffPost USA Today, Business Insider, Yahoo, AOL, MarketWatch, The Atlantic, Bloomberg, New York Post, Chicago Tribune, Forbes, The Guardian and many other major publications. McIntyre has been a guest on CNBC, the BBC and television and radio stations across the country.

A magna cum laude graduate of Harvard College, McIntyre also was president of The Harvard Advocate. Founded in 1866, the Advocate is the oldest college publication in the United States.

TheStreet.com, Comps.com and Edgar Online are some of the public companies for which McIntyre served on the board of directors. He was a Vicinity Corporation board member when the company was sold to Microsoft in 2002. He served on the audit committees of some of these companies.

McIntyre has been the CEO of FutureSource, a provider of trading terminals and news to commodities and futures traders. He was president of Switchboard, the online phone directory company. He served as chairman and CEO of On2 Technologies, the video compression company that provided video compression software for Adobe’s Flash. Google bought On2 in 2009.