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The brands of the world have all been changed by the COVID-19 pandemic.

Judging by the Brand Finance Global 500 report for 2022, some have fared better than others.

If I had a rand for every time I mentioned COVID-19’s impact I would definitely be the biggest brand.

The fastest-growing industry is indeed Big Pharma, thanks to all the vaccines, while TikTok is the world’s fastest-growing brand, thanks to all the time-wasting vibes.

Add in more of the big media platforms and tech devices that we need for entertainment, plus easy delivery of goods while remaining unmoved at home, and you have the full picture of brand growth and development from the past year:

Image: Brand Finance Global 500 2022

Per Business Day, TikTok ranked 18th among the world’s 500 most valuable brands, and is the highest new entrant, with a value that more than tripled from $18,7 billion to $59 billion.

TikTok’s rise shows how media consumption is changing, with digital entertainment, social media, and streaming services growing hugely amidst the COVID-19 restrictions:

While Big Pharma’s brand value and the number of brands featured on the list doubled compared with 2020, the tourism industry was showing signs of recovery.

All ranked tourism brands have apparently experienced brand value increases as lockdown rules loosened and the demand to get out and about grew.

These trends are mirrored in South Africa, too:

Over the festive season Durban reported an 80% occupancy level with more than 200 000 visitors to the city and British Airways increased the number of seats it offers between SA and the UK because of increased passenger demand.

According to the Innovative Pharmaceutical Association of SA, international companies have been ramping up investment in recent years and the body estimates the sector’s fiscal contribution to the state budget will total R5,4 billion by year-end.

Although, no South African brands cracked a spot on the big list.

Probably because more than two-thirds of the total value in the ranking is attributable to brands from the two countries with the largest populations and thriving economies.

The US takes 49% or $3,9-trillion, while China takes 19% or $1,6-trillion of the total value in the ranking.

[source:businessday]