Analysis of the World’s Most Valuable Global Brands

Interbrand has today announced the brands that have fared best in its 2021 Best Global Brands ranking. Tesla (#14) was the fastest growing brand of 2021, with an unprecedented 184% increase in brand value. Tesla also saw the largest rise in rankings, moving 26 places up the table, closely followed by Salesforce.com (moving up 20 places to #38) and PayPal (moving up 18 places to #42).

Regarding new entries, Sephora (#100) is the only new entrant to the rankings this year, but its addition makes LVMH Group the biggest group entity in the table. LVMH group is the first to have five brands in the Best Global Brands table – Sephora, Louis Vuitton (#13), Dior (#77), Tiffany & Co. (#92) and Hennessy (#95).

Market Sectors and Growth Factors

Technology is the fastest growing sector, with an average brand value change of 23% year-on-year. It is also the most valuable sector by average brand value, followed by beverages and sporting goods. The analysis of BGB 2021 revealed three fundamental priorities for growth:

• Direction: These brands set a clear direction, ensuring that the entire organization knows where they are going, and are working towards the same ambition.
• Agility: These brands move fast, bringing new products and services to market and, where necessary, pivoting to address changing customer needs.
• Participation: These brands ultimately bring people on a journey with them and make them part of the movement to create an engaging brand world.

Perhaps unsurprisingly, given the constantly evolving business landscape, employee buy-in, adapting to change and a strong customer base have helped certain brands to thrive.

The 2023 Global Brand Landscape

According to the Kantar BrandZ most valuable global brands report 2023, the total value of the world’s top 100 brands now stands at $6.9 trillion. Apple has retained its position as the world’s most valuable brand, for the second year in a row. With a brand valuation of $880 billion, Apple has proven resilient in the face of testing market conditions, premium prices and has weathered global economic disruption. Followed by Google, Microsoft and Amazon holding the largest share of brand value.

McDonald’s is the most valuable non-tech brand, and Coca-Cola rejoins the top 10 list. Despite a 20 per cent drop in the overall index vs 2022, the Kantar BrandZ top 100 retains its long-term growth track, posting 47 per cent growth compared to the pre covid level.

Kantar BrandZ 2023 Top 10 Most Valuable Global Brands

• 1. Apple: US | Brand Value 2023: $880,455m
• 2. Google: US | Brand Value 2023: $577,683m
• 3. Microsoft: US | Brand Value 2023: $501,856m
• 4. Amazon: US | Brand Value 2023: $468,737m
• 5. McDonald’s: US | Brand Value 2023: $191,109m
• 6. Visa: US | Brand Value 2023: $169,092m
• 7. Tencent: China | Brand Value 2023: $141,020m
• 8. Louis Vuitton: France | Brand Value 2023: $124,822m
• 9. MasterCard: US | Brand Value 2023: $110,631m
• 10. Coca-Cola: US | Brand Value 2023: $106,109m