Total ranking value grew 5.7% in 2023
Interbrand has released its Best Global Brands 2023 ranking. The analysis shows that several of the top 100 global brands are facing a period of stagnation.
The growth rate in the global value of listed brands has slowed considerably, showing an increase of just 5.7% this year, compared to the significant 16% growth recorded in 2022. The total combined value of listed brands reached US$3. 3 trillion in 2023, compared to $3.1 trillion in 2022.
The study attributes the slowdown to factors such as a lack of growth mindset, weaker brand leadership and poor forecasting. This scenario signals a long-term trend where brands operating exclusively in one sector, adopting an incremental approach, have experienced slower growth in brand value.
“After a few years of strong brand growth, we have entered a period of stagnation, with this year’s chart showing moderate growth in global brand value. Companies that have witnessed an increase include Airbnb (#46), Lego (#59 ) and Nike (#9), have transcended established norms in their categories and play a more meaningful role in society and in the lives of consumers,” said Gonzalo Brujo, global CEO of Interbrand.
Companies that serve diverse customer needs across multiple industries dominate the top, representing almost 50% of total value. These companies are more stable, achieve higher revenue growth, are more profitable and experience greater growth. Focusing on the brand, rather than the product, plays a crucial role (+12% compared to the average), allowing you to efficiently meet customer needs across multiple categories.
Airbnb/
Airbnb was the fastest growing brand this year, with its value increasing by 21.8%. It also rose eight positions in the table (from #54 to #46), despite having only entered the ranking last year.
Cars and luxury
Automobiles and luxury witness the biggest growth. The value of automotive brands increased by 9% in 2023, with BMW (#10) entering the top 10 for the first time. Porsche (#47), Hyundai (#32) and Ferrari (#70) all achieved a double-digit growth rate and were responsible for three of the top five fastest growing brands.
Tesla maintained its position in the table this year (#12), but its growth rate was the slowest among automotive brands, with brand value increasing by 4.0% compared to BMW and Mercedes, which grew by 10%. .4% and 9.5%, respectively.
Lux
Once again a prominent sector, with brand value increasing 6.5% this year. This is due to the resilience of luxury brands and their ability to transcend categories to create luxurious experiences such as restaurants, hotels and retail pop-ups. Herms (#23) and Dior (#76) are two of the biggest rising luxury brands, with brand value growth of 10.2% and 8.4%, respectively, this year.
