World brands have experienced a difficult year – Business – Kommersant
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Brand Finance, an international consulting company, has presented another rating of the estimated value of the most expensive brands in the world – Brand Finance Global 500. The general decline in quotations of technology companies caused by the removal of covid restrictions significantly affected the entire rating. In turn, rising inflation hit many brands in the retail sector. The Russian brands Sberbank, Gazprom and LUKOIL included in the rating also fell in price since last year, losing from 7% to 19% of their estimated value.
“Technology brands around the world have lost significant value due to changing consumer demand, while inflation has hit brands from many other sectors. But as consumer habits slowly return to pre-pandemic levels, demand for technology brands has fallen especially hard,” commented the results. rating 500 Most Valuable Brands in the World Head of Brand Finance David Haye.
Indeed, the main losses in the 2023 rankings were technological brands, noticeable risen in price during a pandemic. In the new rating, the leader has changed – instead of Apple, which lost $58 billion and is now valued at $297.5 billion, Amazon ($299.3 billion) headed the first line, the brand of which, however, also noticeably fell in price – by $51 billion. Brand Finance notes that Apple was affected by two main negative factors of the past year at once – a general decline in quotations of companies in the technology sector and a disruption in supply chains, which for Apple resulted in underproduction of the iPhone due to the harsh Chinese lockdowns of last year.
brand finance evaluates brand value based on a combination of factors such as a company’s revenue dynamics and forecasts, investments in brand development, the number and cost of licensing agreements for a particular brand, license fee ratios, brand familiarity and perception, and so on.
The decline in demand for tech companies last year also led to two of them, Snapchat and Twitter, dropping out of the rankings, reducing the number of tech brands from 50 to 48. In addition to Apple and Amazon, tech brands such as Samsung also saw their valuations drop. (-7%), Alibaba (-56%), Facebook (-42%), WeChat (-19%).
In turn, the value of brands of companies producing electric vehicles, which is explained by the increase in demand for such cars in many countries of the world. The Tesla brand has risen in price by 44% since last year, to $ 66 billion, entering the top 10. The brand of the Chinese electric car manufacturer BYD has risen in price by 57%, to $10 billion.
Last year’s rise in inflation hit the brands of a number of companies operating in the sector retail and online sales,— decrease in the cost of Amazon was 15%, Taobao — 43%, JD.com — 30%, eBay — 26%, BestBuy — 17%, IKEA — 9%. However, some retailers managed to resist the negative trend – the Walmart brand added 2% in value, Home Depot – 8%, Costco – 24%, Sainsbury’s – 4%.
Three brands Russian companies – Sberbank, Gazprom and LUKOIL – remained in the rating, although their positions deteriorated markedly.
If last year the Sberbank brand was in 156th place, now it has dropped to 163rd place — right after the French cosmetics manufacturer L`Oreal, the American oil and gas company ExxonMobil and the American media company Universal. Since last year, the Sber brand has lost 7% of its estimated value, which now stands at $12 billion.
Gazprom lost 95 positions, dropping from 325th to 420th and falling below brands such as AirBnb (short-term rental, 416th, brand valuation – $5.6 billion) or food maker Wrigley ( 413th place, $5.6 billion).
The value of the Gazprom brand fell by 19% (more than all other Russian companies in the ranking) and now stands at $5.5 billion.
The decline in the LUKOIL brand rating was just as significant: if last year it was ranked 360th, this year it was only 457th out of 500 possible, losing one position to the newcomer of the rating, the American chain of Mexican restaurants Chipotle ($5 .2 billion), and three positions to another newcomer to the ranking, French cosmetics manufacturer Lancome ($5.2 billion). The value of the LUKOIL brand has decreased by 17% since last year and now stands at $5.1 billion.
the luckiest newcomers In 2023, the Chinese technology company CATL, whose brand was valued at $14.7 billion, which allowed it to immediately take 135th place in the world, as well as the brand of the German retail discounter Aldi Sud, which, with an estimate of $13.1 billion, climbed to 149 -th place.
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