Direction, agility, and participation are the three key strengths that the world’s leading global brands embody, helping some of them earn the title of the fastest growing as well as increasing their overall brand value, according to leading brand consultancy Interbrand.
This year, luxury in particular led the way, rising by 22 percent to become the fastest growing sector (by average brand value change), followed by Sporting Goods, which rose by 19 percent, and Financial Services, up by 16 percent.
“It’s been a strong year overall for the leading luxury brands,” Rebecca Robins, Global Chief Learning and Culture Officer at Interbrand told Luxury Society.
“The brands that have outperformed, and performed higher have succeeded in sustaining their commitments to their longer-term ambitions,” she added. “They have continued to evolve, to reinvent themselves. They have maintained a balance between being true to their DNA, while knowing how and with whom, to diversify, and to enable their brand to be experienced in new ways.”
The average brand value change of luxury brands like Chanel, Dior, Hermès and Gucci rose by 32 percent, 27 percent, 27 percent, and 23 percent respectively in 2022, demonstrating the exceptional execution that these brands have delivered over the past year in terms of organisational direction, their ability to react to market changes, and how they engage their consumers in their customer journey.
“It’s a peak year for Hermes, with a 27 percent uplift in brand value, having been the only luxury brand to consistently sustain an increase in brand value in the history of the report,” noted Robins. “Dior only entered the study in 2017 and already has asserted its trajectory as joint second highest riser this year, also celebrating a 27 percent increase in brand value.
“Through the history of our study, we also know that the leading luxury brands have proven more resilient than many others,” she continued. “In a year of substantial movement in the top 100, it’s all the more notable to see the assertion of 6 luxury brands in the top 15 risers across all industries. Two of those highest risers – Gucci and Louis Vuitton - have also ranked among the most valuable luxury brands in the world every year, since the beginning of the study in 2000.”
This year, the total value of the brands included in the report, exceeded $3 trillion for the first time ever, with a growth total of 16 percent – the biggest growth rate seen since its inception in 2000.
Apple, Microsoft, Amazon, Google, Samsung. Toyota, Coca-Cola, Mercedes-Benz, Disney, and Nike made up the top 10.
“These top ten brands defy the rules. They build exceptionally strong relationships with their customers, which allows them to extend the equity of their brand beyond traditional products, sectors or silos. They stand out in terms of leadership, empowerment and change—and with that comes value,” said Gonzalo Brujó, Global CEO of Interbrand in a statement.
“As we journey through this period of economic uncertainty, the most successful brands will continue to make ever stronger connections with consumers,” said
“It is no longer enough to have a static business and brand offering. Successful brands know how to harness new technology to create improved experiences for consumers and become a truly integrated part of their lives.”
To read the report in full, and see the complete Top 100 ranking, please click here.
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