How to read the BrandZ 2021 ranking

The UK’s most valuable brands have proved their resilience by bouncing back faster than the competition; learning from them provides a playbook for progress in a post-Brexit, late-pandemic context, according to Kantar.

Kantar’s annual BrandZ Most Valuable UK Brands 2021 ranking attaches a financial value to the otherwise intangible asset that is a brand.

Its UK cut of the global study has revealed light and shade: while British brands have grown by more than a fifth (22%) this is quite a lot less than the 42% growth in value posted by the global rankings, where just one  UK brand, Vodafone, appears.

What matters, however, is that it puts evidence behind the marketing rule that strong brands help companies achieve outsized growth  – the top 75 brands, for instance, are outgrowing...

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