Apple Retains Crown as World’s Most Valuable Brand in Kantar BrandZ Ranking
June 14 2023 - 12:00AM
Business Wire
- Microsoft overtakes Amazon to join Google in the top three
- McDonald’s is the most valuable non-tech brand; Coca-Cola
rejoins the Top 10
Apple retains its crown as the world’s most valuable brand, for
the second year in a row, in the Kantar BrandZ Most Valuable Global
Brands Report 2023. The latest ranking shows that the total brand
value of the world’s top 100 brands now stands at $6.9 trillion for
2023. Despite a 20% drop in the overall index vs 2022, the Kantar
BrandZ Top 100 retains its long-term growth trajectory, posting 47%
growth compared to the pre-COVID (2019) level.
With a brand valuation of $880bn, Apple has proven
resilient in the face of testing market conditions, justifying
premium prices with positive perceptions, and proving that
meaningful, different and salient brands are best placed to weather
global economic disruption. Google and Microsoft
complete the top three, with technology brands, once again, the
most represented in the Top 100 and commanding the largest share of
brand value.
Martin Guerrieria, Head of Kantar BrandZ, says “This
year’s results – despite the fall in aggregate value – are, in
fact, a continuation of the long-term growth trend for brands,
which began following the global financial crisis of 2008 and
continued up until the start of the pandemic in 2020. While the
market has proved volatile and been greatly impacted by global
macroeconomics, consumers’ view of brands has proved far more
stable – the most valuable brands in the world remain as highly
regarded as ever. The lessons for brand owners and marketers remain
clear; effective marketing investment and long-term thinking are
vital to your business’ growth prospects. Those brands consistently
investing in establishing strong consumer connections are now much
better placed to navigate the current volatile conditions and
deliver a greater degree of resilience for their shareholders”.
2023 Kantar BrandZ Top
10 Most Valuable Global Brands
Rank
Brand
Country of Origin
Brand Value 2023
($Mil.)
Brand Value 2022
($Mil.)
1
Apple
US
880,455
947,062
2
Google
US
577,683
819,573
3
Microsoft
US
501,856
611,460
4
Amazon
US
468,737
705,646
5
McDonald's
US
191,109
196,526
6
Visa
US
169,092
191,032
7
Tencent
China
141,020
214,023
8
Louis Vuitton
France
124,822
124,273
9
MasterCard
US
110,631
117,253
10
Coca-Cola
US
106,109
97,883
Key highlights from the 2023 report
include:
- 16 brands grew in brand value across the Top 100 – with
Airtel (No.76; +24% and Pepsi (No.91; +17%) achieving
the highest brand value growth vs 2022.
- Nine brands returned to the Top 100 – including Colgate
(No.95), Sony (No.99) and Pampers (No.100).
- Two new Chinese brands joined the Top 100 ranking for the first
time – Shein at No.70 and Nongfu Spring at
No.81.
- The Luxury, Fast Food and Food & Beverages categories
proved to be the most resilient to market fluctuations.
- Brands improving 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
last four years.
- Sustainability remains an untapped opportunity for brands –
only 2% of the most valuable global brands are perceived as
‘leading’ in this area.
2023 success stories
Pepsi’s brand value has soared 17% year-on-year, reaching
a total value of $18.8bn and taking Pepsi back into the global
ranking at No.91. Defined by great advertising, the brand has grown
its price premium positioning in the US while being considered a
‘value’ brand across the rest of the world. Coca-Cola
(No.10) showed great resilience, increasing its brand value by 8%
and breaking back into the Top 10 for the first time in seven
years.
TikTok (No.41) is still perceived as the second most
disruptive brand in the Top 100, behind Tesla (No.25). Tesla
continues to be considered a true game-changer, ranking No.1 in the
Automotive category, with a 2023 valuation of $67.7bn. Outside the
Top 100, Ferrari makes its debut in the Top 10 Automotive
brands with a valuation of $7.8bn, increasing demand and perceived
value to consumers even through the most challenging market
conditions. Emerging brands competing in the EV space, and which
are likely to gain value in the future, include Polestar, Li Auto
and Genesis.
Food & Beverage brands demonstrated the most resilience as
an overall category, declining just 3% year-on-year. Doritos
proved the value of its superior taste messaging, ranking No.19 in
this category, with a brand value of $5.4bn – one of many brands in
this year’s report that shows functional benefits can be the key to
outperforming competitors.
Fast Food was the second-highest performing category. Brands
that outperformed in this space include Burger King,
Chick-Fil-A and Starbucks. Resilience in the industry
is being fuelled by greater exposure and better experience. Burger
King, for example, cut drive-thru times with menu simplification
and digital boards and invested more heavily in brand
communications. The brand has been rewarded with a 2023 value of
$7.7bn, an increase of 8% compared to last year.
Luxury brands retained their allure even with steady,
incremental price increases. Louis Vuitton is the only
luxury brand in the global Top 10, rising two places to No.8, with
a brand value of $124.8bn. Dior is the fastest-growing brand
in the category, increasing its brand value by 9% to $11.4bn. The
category’s strong overall performance highlights the excellent job
luxury brands are doing at leveraging their distinctive assets to
drive higher demand and pricing power, despite economic
challenges.
Guerrieria continued, “Brands need to continue investing
in brand-building, product and market diversification to grow. This
year’s results clearly show that, even in the current macroeconomic
environment, it remains possible to find growth in any category and
territory with the right strategy focused on establishing and
maintaining strong connections with consumers. BrandZ analysis
proves that perceived difference is a key predictor of share
growth; promoting any sense of difference and making it more known
and more relevant to consumers will boost brand value in the
long-term”.
For an overarching view of a brand’s performance, Kantar has
launched a new, free interactive tool using BrandZ’s wealth of
data. BrandSnapshot powered by BrandZ delivers intelligence on
10,000 brands in more than 40 markets, offering a quick read on a
brand’s performance in a category.
The Kantar BrandZ Most Valuable Global Brands 2023 report -
including the Global Top 100 ranking and extensive analysis is
available now.
--END--
NOTES TO EDITORS
About Kantar BrandZ: Kantar BrandZ is the global currency
when assessing brand value, quantifying the contribution of brands
to business’ financial performance. Kantar’s annual global and
local brand valuation rankings combine rigorously analysed
financial data, with extensive brand equity research. Since 1998,
BrandZ has shared brand-building insights with business leaders
based on interviews with 4.2 million consumers, for 20,000 brands
in 54 markets. Discover more about Kantar BrandZ here.
The Kantar BrandZ Most Valuable Global Brands report is the most
definitive and robust ranking available. The ability of any brand
to power business growth relies on how it is perceived by
customers. Grounded in consumer opinion, Kantar BrandZ analysis
enables businesses to identify their brand’s strengths in the
market and provides clear strategic guidance on how to boost value
for the long-term. The brands ranked must meet these eligibility
criteria:
- The brand is owned by a company listed on a stock exchange, or
by a private company with its financials available in the public
domain.
- Unicorn brands have their most recent valuation publicly
available.
About Kantar – Kantar is the world’s leading marketing
data and analytics business and an indispensable brand partner to
the world’s top companies. We combine the most meaningful
attitudinal and behavioural data with deep expertise and advanced
analytics to uncover how people think and act. We help clients
understand what has happened and why and how to shape the marketing
strategies that shape their future.
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