Retailers use the midyear global annual brand value rankings tables to demonstrate successful growth and increasing market penetration. The simultaneous release this year of the Brand Finance and WPP’s BrandZ tables are more likely to be used as antennae to see which brands will best weather the Covid-19 pandemic.

Local retail experts say brands that are nimble and online-ready are more likely to survive. BrandZ chair David Roth notes: "The coronavirus crisis underscores the essential role retail plays in our daily lives and the overall global economy; we are seeing some heroic examples of retail companies stepping up to meet consumer needs."..

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