Saturday, September 9, 2023

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Top 100 Global Brands Declined in Value by 20% Since 2022


Despite turbulence brought on by an uncertain economy, Big Tech continues to lead the way in overall brand experience.

Kantar’s annual BrandZ list, out today, sees Apple, Google, Microsoft and Amazon in the lead. For the second year in a row, Apple has claimed the No. 1 spot.

The BrandZ list assesses brand value in relation to business financial performance, creating rankings of 100 companies based on both financial data analysis and brand equity research. The brand valuation score is determined by combining scores across both market perception and consumer perception of each business.

The total brand value of the list is $6.9 trillion, a drop of $1.8 trillion or 20% from 2022 due to the shaky world economy.

Graham Staplehurst, global strategy director at Kantar, told Adweek that it was almost “a correction” after two years of “overly optimistic market perceptions” following the slowing of Covid-19. In fact, the 2022 list was up 23% from 2021.

The top 10 brands are:

  1. Apple ($880.5 billion)
  2. Google ($577.7 billion)
  3. Microsoft ($501.7 billion)
  4. Amazon ($468.7 billion)
  5. McDonald’s ($191.1 billion)
  6. Visa ($169.1 billion)
  7. Tencent ($141 billion)
  8. Louis Vuitton ($124.8 billion)
  9. MasterCard ($110.6 billion)
  10. Coca-Cola ($106.1 billion)

“What we’re seeing now is that people have reversed those optimistic market perceptions,” he added. “Of course, what we have had as well is the war in Ukraine, the oil price crisis and the inflation that’s followed across the Western world. So it’s natural that those perceptions will come down.”

Staplehurst said the current figure, based on prepandemic trends, is “where we would expect to be.”

The tech sector decreased 32% year-over-year, with the only platform showing growth being TikTok, which landed in 41st place.

Top performing sectors and their YoY growth:

  • 18% business, technology and services
  • 16% media and entertainment
  • 15% consumer tech and services
  • 12% retail
  • 10% financial services
  • 6% telecoms providers
  • 4% luxury
  • 4% fast food
  • 2% alcohol, logistics, apparel, automotive, food & beverage, energy
  • 1% personal care

There were two new entrants this year, both from China: fashion brand Shein and beverage company Nongfu Spring.

Nine brands returned to the 2023 list after falling off in 2022, including Colgate (No. 95), Sony (No. 99) and Pampers (No. 100).

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