Key highlights from the 2023 report
Posted: Sat Dec 07, 2024 3:39 am
16 brands increased their brand value among the top 100, with Airtel (#76; +24%) and Pepsi (#91; +17%) achieving the highest growth in brand value compared to 2022.
Nine brands returned to the Top 100, including Colgate (No. 95), Sony (No. 99) and Pampers (No. 100).
Two new Chinese brands entered the top 100 ranking for the first time – Shein at No. 70 and Nongfu Spring at No. 81.
The Luxury, Fast Food and Food & Beverage categories have proven to be the most resilient to market fluctuations.
Brands that improved their ability to justify a higher price than competitors based on the strength of their equity with consumers grew at twice the rate, adding 67% to their brand value over the past four years.
Sustainability remains an untapped opportunity for brands – only 2% of the most valuable global brands are perceived as ‘leaders’ in this area.
What is the most valuable brand? Success stories in 2023
Pepsi 's brand value increased 17% year-on-year to a total value of $18.8 billion, pushing Pepsi back into the global rankings at number 91. The brand, represented by exceptional advertising, increased its premium denmark email list price positioning in the United States and is now considered a 'value' brand in the rest of the world.
Coca -Cola (No. 10) demonstrated great resilience, increasing its brand value by 8% and returning to the Top 10 for the first time in seven years.
TikTok (No. 41) is still seen as the second most disruptive brand in the top 100, behind only Tesla (No. 25). Tesla is still considered a disruptor, ranking first in the Automotive category with a valuation of $67.7 billion in 2023. Outside the Top 100, Ferrari makes its debut in the Top 10 automotive brands with a valuation of $7.8 billion, increasing demand and perceived value to consumers even in the most challenging market conditions.
Emerging brands competing in the electric vehicle space that are likely to gain value in the future include Polestar , Li Auto , and Genesis .
Food and beverage brands showed the most resilience as an overall category, with only a 3% decline year-over-year. Doritos proved the value of its superior taste message, ranking 19th in this category with a brand value of $5.4 billion – one of many brands in this year’s report that showed that functional benefits can be the key to outperforming the competition.
Fast food was the second best-performing category. Top-performing brands in this space include Burger King , Chick-Fil-A and Starbucks . The sector’s resilience is being driven by increased exposure and improved experience.
Burger King, for example, reduced drive-thru times by simplifying its menu and digital displays and investing more heavily in brand communication. The brand was rewarded with a value of $7.7 billion in 2023, an 8% increase over last year.
Luxury brands have maintained their appeal despite steady, incremental price increases. Louis Vuitton is the only luxury brand in the global Top 10, moving up two spots to No. 8 with a brand value of $124.8 billion. Dior is the fastest-growing brand in the category, increasing its brand value by 9% to $11.4 billion.
The category’s overall strong performance highlights the excellent work luxury brands are doing to leverage their differentiated assets to generate greater demand and pricing power, despite the economic challenges.
Guerrieria added , “Brands need to continue investing in brand building and product and market diversification to grow. This year’s results clearly show that even in the current macroeconomic environment, growth can still be found in any category and territory with the right strategy focused on establishing and maintaining strong connections with consumers. BrandZ’s analysis proves that perceived difference is a key indicator of share growth; fostering any perceived differentiation and making it better known and more relevant to consumers will increase brand equity in the long term.”
To gain a comprehensive view of a brand’s performance, Kantar has launched a new, free, interactive tool that leverages BrandZ’s wealth of data. BrandSnapshot, powered by BrandZ , provides intelligence on 10,000 brands across 40+ markets, offering a quick read on how a brand is performing across a category.
The Kantar BrandZ Most Valuable Global Brands 2023 report – including the Global Top 100 ranking and extensive analysis – is now available .
About Kantar BrandZ
Kantar BrandZ is the global benchmark for brand value assessment, quantifying the contribution of brands to a company’s financial performance. Kantar’s annual global and local brand valuation rankings combine rigorously analysed financial data with extensive brand value research.
Since 1998, BrandZ has been sharing brand-building insights with business leaders, based on interviews with 4.2 million consumers, for 20,000 brands across 54 markets. Learn more about Kantar BrandZ here .
The Kantar BrandZ Most Valuable Global Brands report is the most definitive and robust ranking available. Any brand’s ability to drive business growth depends on how it is perceived by customers.
Based on consumer insights, Kantar BrandZ’s analysis enables companies to identify their brands’ strengths in the marketplace and provides clear strategic guidance on how to increase long-term value. Brands assessed must meet the following eligibility criteria:
The brand is owned by a company listed on a stock exchange or a private company with financial data in the public domain.
Unicorn brands have their most recent valuation publicly available.
Kantar is the world’s leading marketing data and analytics company and an indispensable partner to the world’s leading brands. We combine the most meaningful attitudinal and behavioral data with deep insights and advanced analytics to uncover how people think and act.
We help clients understand what happened and why, and how to define the marketing strategies that will shape their future.
Nine brands returned to the Top 100, including Colgate (No. 95), Sony (No. 99) and Pampers (No. 100).
Two new Chinese brands entered the top 100 ranking for the first time – Shein at No. 70 and Nongfu Spring at No. 81.
The Luxury, Fast Food and Food & Beverage categories have proven to be the most resilient to market fluctuations.
Brands that improved their ability to justify a higher price than competitors based on the strength of their equity with consumers grew at twice the rate, adding 67% to their brand value over the past four years.
Sustainability remains an untapped opportunity for brands – only 2% of the most valuable global brands are perceived as ‘leaders’ in this area.
What is the most valuable brand? Success stories in 2023
Pepsi 's brand value increased 17% year-on-year to a total value of $18.8 billion, pushing Pepsi back into the global rankings at number 91. The brand, represented by exceptional advertising, increased its premium denmark email list price positioning in the United States and is now considered a 'value' brand in the rest of the world.
Coca -Cola (No. 10) demonstrated great resilience, increasing its brand value by 8% and returning to the Top 10 for the first time in seven years.
TikTok (No. 41) is still seen as the second most disruptive brand in the top 100, behind only Tesla (No. 25). Tesla is still considered a disruptor, ranking first in the Automotive category with a valuation of $67.7 billion in 2023. Outside the Top 100, Ferrari makes its debut in the Top 10 automotive brands with a valuation of $7.8 billion, increasing demand and perceived value to consumers even in the most challenging market conditions.
Emerging brands competing in the electric vehicle space that are likely to gain value in the future include Polestar , Li Auto , and Genesis .
Food and beverage brands showed the most resilience as an overall category, with only a 3% decline year-over-year. Doritos proved the value of its superior taste message, ranking 19th in this category with a brand value of $5.4 billion – one of many brands in this year’s report that showed that functional benefits can be the key to outperforming the competition.
Fast food was the second best-performing category. Top-performing brands in this space include Burger King , Chick-Fil-A and Starbucks . The sector’s resilience is being driven by increased exposure and improved experience.
Burger King, for example, reduced drive-thru times by simplifying its menu and digital displays and investing more heavily in brand communication. The brand was rewarded with a value of $7.7 billion in 2023, an 8% increase over last year.
Luxury brands have maintained their appeal despite steady, incremental price increases. Louis Vuitton is the only luxury brand in the global Top 10, moving up two spots to No. 8 with a brand value of $124.8 billion. Dior is the fastest-growing brand in the category, increasing its brand value by 9% to $11.4 billion.
The category’s overall strong performance highlights the excellent work luxury brands are doing to leverage their differentiated assets to generate greater demand and pricing power, despite the economic challenges.
Guerrieria added , “Brands need to continue investing in brand building and product and market diversification to grow. This year’s results clearly show that even in the current macroeconomic environment, growth can still be found in any category and territory with the right strategy focused on establishing and maintaining strong connections with consumers. BrandZ’s analysis proves that perceived difference is a key indicator of share growth; fostering any perceived differentiation and making it better known and more relevant to consumers will increase brand equity in the long term.”
To gain a comprehensive view of a brand’s performance, Kantar has launched a new, free, interactive tool that leverages BrandZ’s wealth of data. BrandSnapshot, powered by BrandZ , provides intelligence on 10,000 brands across 40+ markets, offering a quick read on how a brand is performing across a category.
The Kantar BrandZ Most Valuable Global Brands 2023 report – including the Global Top 100 ranking and extensive analysis – is now available .
About Kantar BrandZ
Kantar BrandZ is the global benchmark for brand value assessment, quantifying the contribution of brands to a company’s financial performance. Kantar’s annual global and local brand valuation rankings combine rigorously analysed financial data with extensive brand value research.
Since 1998, BrandZ has been sharing brand-building insights with business leaders, based on interviews with 4.2 million consumers, for 20,000 brands across 54 markets. Learn more about Kantar BrandZ here .
The Kantar BrandZ Most Valuable Global Brands report is the most definitive and robust ranking available. Any brand’s ability to drive business growth depends on how it is perceived by customers.
Based on consumer insights, Kantar BrandZ’s analysis enables companies to identify their brands’ strengths in the marketplace and provides clear strategic guidance on how to increase long-term value. Brands assessed must meet the following eligibility criteria:
The brand is owned by a company listed on a stock exchange or a private company with financial data in the public domain.
Unicorn brands have their most recent valuation publicly available.
Kantar is the world’s leading marketing data and analytics company and an indispensable partner to the world’s leading brands. We combine the most meaningful attitudinal and behavioral data with deep insights and advanced analytics to uncover how people think and act.
We help clients understand what happened and why, and how to define the marketing strategies that will shape their future.