Best Global Brands ranking showed that there has been a loss of US$3.5 trillion in value creation since 2000
The annual Best Global Brands ranking, by consultancy Interbrand, showed that the 100 most valuable brands in the world lost US$3.5 trillion in value creation. In the last year, according to the survey, this is equivalent to US$ 200 billion in lost revenue.
The cumulative value of the world’s most valuable brands has increased 3.4 times since Interbrand first published its ranking (from US$988 billion to US$3.4 trillion).
In the 2023 rankings, the growth rate in the global value of listed brands had slowed, but still with an increase of 5.7%. Last year, Best Global Brands also showed that the total combined value of listed brands reached US$3.3 trillion in 2023, compared to US$3.1 trillion in 2022.
Apple remains the most valuable brand, but its brand value has fallen for the first time in more than two decades (-3%). Next, Microsoft, Amazon, Google and Samsung appear in the top 5 — see the full list below.
The study shows that 14 of the top 100 brands in 2024 are automotive, representing more than any other sector in the ranking. Three car brands – Toyota (#6), Mercedes-Benz (#8) and BMW (#10) – appear in the top 10.
Tesla (#12) had one of the biggest drops this year in brand value (-9%). Meanwhile, Kia (#86), Hyundai (#30) and Toyota (#6) achieved double-digit growth.
Changes in marketing
Over the past 25 years, Interbrand has seen a significant shift in the way corporate boards approach growth. C-Levels are prioritizing lower total investments with more immediate returns.
Strategies that integrate long-term brand value with short-term revenue gains show an assertive trend, but these strategies are still surprisingly rare.
“As these tools change, so do the pressures and expectations placed on brand and marketing leaders. Today, CMOs are expected to provide greater revenue returns, in shorter terms, with a smaller investment”, said Gonzalo Brujó, Global CEO of Interbrand.
Most valuable Brazilians
In June this year, the same Interbrand released the ranking of the most valuable Brazilian brands. In first place was Itaú, with an estimated value of R$46.9 billion, followed by Bradesco with R$27 billion, Skol with R$18.9 billion, Brahma with R$13.7 billion and Banco do Brasil with R$ $10.4 billion.
Together, the 25 brands that make up the ranking exceeded the value of R$ 156 billion, which represents growth of 2% compared to the previous edition.
