Interbrand presented a ranking of the most valuable brands in the world in 2023
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The consulting company Interbrand has published its annual ranking of the most valuable brands of 2023. The total estimated value of the 100 brands that make up the ranking reached $3.3 trillion this year, which is only 5.7% more than a year earlier. In 2022, the total value of brands grew much more noticeably – by 16%. The authors of the rating note that after several years of growth, brands entered a period of stagnation.
Top three rating Interbrand’s Best Global Brands 2023 remains unchanged. Apple is in first place with an estimated brand value of $502.7 billion and an increase of 4% compared to last year. Apple has been leading for the 11th year in a row and became the first brand in the ranking whose estimated value crossed the $500 billion mark. Microsoft ($316.7 billion, +14%) is in second place ($316.7 billion, +14%), Amazon is in third ($276.9 billion, +14 billion). +1%). Also in the top 10 were the brands Google, Samsung, Toyota, Mercedes, Coca-Cola, Nike and BMW. The hundred most valuable brands in the world are rounded out by Johnson & Johnson ($6.4 billion), Sephora ($6.3 billion), Nespresso ($6.2 billion), Heineken ($6.1 billion), Canon ($6 billion).
Interbrand’s Best Global Brands recognizes brands with a global reach. Due to the strictness of its criteria, even large ones like Alibaba may be eliminated. First criterion — at least 30% of revenue must come from regions outside the brand’s country of origin. The second criterion is the brand’s “significant presence in Asia, Europe and North America, as well as strong presence in emerging markets.” In addition, there must be “material public information about the company’s financial results,” which excludes many private firms that do not publish financial statements. There needs to be “expected long-term profitability that should provide a return in excess of the equity value of the brand itself.” Another criterion is “the presence of a brand with good recognition in the largest economies of the world.”
Describing this year’s rating, the compilers note that the increase in total cost was only 5.7% compared to last year’s increase of 16%. “Among the reasons for the slowdown, we noted a lack of growth mindset, conservatism in brand management and uncertainty in the vision of the near future,” Interbrand believes. “After several years of significant growth in value, we have entered a period of stagnation,” said Interbrand CEO Gonzalo Brujo. “We are in a difficult economic environment, which indicates the need to improve business performance and brand management, increase investment in future development and maintain growth.”
Speaking about the brands and industries that particularly distinguished themselves this year, Interbrand notes the impressive performance of Airbnb, which rose in price by 21.8% – the best indicator of 2023 – although this brand only entered the ranking last year.
The best brand in the top 10 in terms of dynamics was the Microsoft brand (+14%), and a newcomer to the top ten was the BMW brand. The auto industry and luxury market were the industries where brands showed the best dynamics overall: the value of auto industry brands increased by 9% overall and by 6.5% for luxury brands.
“An analysis of more than two decades of brand performance in our rankings has shown that companies that take the most diversified approach to business and consumer needs, and operate across multiple sectors, continue to dominate the rankings, accounting for almost 50% of total brand value. Our data shows that such companies are more stable, achieve higher business growth, and their brand value increases more rapidly,” notes Interbrand.
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