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11/21/2023

The top 25 'Best Global Brands' are ...

Marianne Wilson
Editor-in-Chief
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Apple took the top spot in Interbrand’s Best Global Brands 2022 ranking.
Apple top the top spot for the eleventh consecutive year.

Six U.S. companies ranked among the top global performers in a study of brand value. 

For the eleventh consecutive year, Apple took the No. 1 spot in Interbrand’s annual Best Global Brands 2023 report. It is the first brand to rise above half a trillion U.S. dolalrs (at $502.68 trillion) in brand value, according to Interbrand. Rounding out the top five: Microsoft ($316.65 trillion), Amazon ($276.92 trillion) Google ($260.26 trillion) and Samsung ($91.40 trillion).  The top 25 brands are listed towards end of article.

The 2023 ranking, which covers from June 2022 to May 2023, reveals that brand growth is slowing significantly. the total brand value of the world’s top 100 brands grew 5.7% this year compared to 16% growth in value last year. As to the slowdown, Interbrand cited a lack of growth mindset, weaker brand leadership and poor forecasting.

Luxury is once again a top-performing sector with its brand value rising by 6.5% this year. 

"This is due to luxury brands’ resilience and ability to transcend categories to create luxury experiences such as restaurants, hotels and retail pop-ups,” Interbrand said.

Hermès (#23) and Dior (#76) are two of the biggest luxury brand risers, with 10.2% and 8.4% growth in brand value respectively. The two brands join the likes of Prada, Tiffany and Burberry in moving beyond traditional markets and extending their brand presence with new partnerships, product launches and consumer experiences in the metaverse — creating new meaning with new customers, noted the report.

Other highlights from the study are below.

  • Zara (#43) and Sephora (#97) are two retail stars of the table with brand value rising 10% and 15% respectively. 
  •  Airbnb (#46) is the fastest riser in value (+21.8%) despite only entering the table last year
  • Companies that operate across multiple sectors continue to dominate the top of the table – making up 50% of the total value. Data shows a stronger focus on brand enables these companies to unlock rapid growth vs. the competition.
  • Nespresso is this year’s new entrant (#98).

 The top 25 Best Global Brands are listed below:

 1. Apple

2. Microsoft

3. Amazon

4. Google

5. Samsung

6. Toyota

7. Mercedes-Benz

8. Coke-Cola

9. Nike

10. BMW

11. McDonald’s

12. Tesla

13. Disney

14. Louis Vuitton

15. Cisco

16. Instagram

17. Adobe

18. IBM

19. Oracle

20. SAP

21. Facebook 

22. Chanel

23. Hermès

24. Intel

25. YouTube 

“Businesses which have witnessed a rise in brand value, including Airbnb (#46), Lego (#59) and Nike (#9) have all transcended their established category norms and play a more significant and meaningful role in society and consumer’s lives,” said Gonzalo Brujó, global CEO of Interbrand. “As we continue to navigate economic and environmental headwinds, there is a need for improved business cases and better brand management to drive future investment and sustain growth within traditional sectors and beyond. Those who can successfully leverage their brand into new consumer pools of potential will reap the rewards of strong brand growth.”

Methodology

To be included in Best Global Brands, a brand must be truly global, having successfully transcended geographic and cultural boundaries. Among other criteria, at least 30% of revenue must come from outside of the brand’s home region. Also, the brand must have a significant presence in Asia, Europe, and North America, as well as geographic coverage in emerging markets.

Interbrand determines brand value according to three key components: the financial performance of the brand’s products or service; the role the brand plays in purchase decisions; and the brand’s competitive strength and its ability to create loyalty and, therefore, sustainable demand and profit into the future. 

For the complete Top 100 ranking and report with industry trends and the full methodology, visit www.bestglobalbrands.com.