Are you alright brand equity? Analysis of the top 100 global brands during COVID-19 outbreaks

Abstract

Purpose

The purpose of this study is to determine whether COVID-19 had an impact on the brand equity of the Top 100 global brands in the Americas, European and Asian regions over the three years of assessment (2020–2022).

Design/methodology/approach

A secondary data method (document scanning) was used to gather the study’s data from Brand Finance’s Global 500 annual reports from 2019 to 2022. The data for this study was analysed using the IBM Statistical Package for Social Science (SPSS) Statistics for Windows, Version 26.0. The data were subjected to a descriptive test and one-way analysis of variance.

Findings

The findings showed that most of the Top 100 global brands from the Americas, Europe and Asia experienced little or no impact due to COVID-19. Thus, no significant differences were found to exist among the Top 100 global regional brands due to COVID-19 in the years 2020 and 2021. However, there is a significant difference in 2022 due to its small effect size.

Originality/value

The findings of this paper contribute to brand equity literature and global branding literature in the context of COVID-19. This paper innovatively frames brand equity and provides guidelines to help brands sustain their financial-based brand equity during a worldwide crisis.

Citation

Zahari, A.R. and Esa, E. (2024), "Are you alright brand equity? Analysis of the top 100 global brands during COVID-19 outbreaks", Journal of Contemporary Marketing Science, Vol. 7 No. 1, pp. 38-55. https://doi.org/10.1108/JCMARS-06-2023-0017