The American tech company Apple has consolidated its position as the world’s most valuable brand. With a brand value of US$ 880 billion, it landed at the top of the “BrandZ – Most Valuable Global Brands Report” by the market research institute Kantar for the second year in a row (despite a slight drop in value of 7%). Apple is followed by Google with a brand value of US$ 578 billion (minus 30%), and Microsoft with US$ 502 billion (minus 18%). The remaining places in the top 10 are occupied by Amazon, McDonald’s, Visa, Tencent, Louis Vuitton, MasterCard and Coca-Cola. McDonald’s is the most valuable brand in the top ten that is not part of the tech industry. Coca-Cola has returned to the top 10 and Microsoft has overtaken Amazon. Except for Louis Vuitton (+- 0%) and Coca-Cola (plus 8%), all companies in the top 10 have lost brand value. A decline is also evident in the total value of the top 100 brands: While the total value was put at a record US$8.7 trillion in 2022, it is now US$6.9 trillion in 2023, resulting in a 20% decline compared to 2022. Overall, however, the brand value of the top 100 shows growth from pre-Corona 2019 levels.
Among the companies listed in the top 100, 16 were able to increase their brand value: Airtel (rank 76, up 24%) and Pepsi (rank 91, up 17%) achieved the highest year-on-year growth. Nine brands returned to the top 100, including Colgate (95th), Sony (99th) and Pampers (100th). Two new Chinese brands entered the Top 100 for the first time: Shein Company ranked 70th and Nongfu Spring 81st. Six German brands are among the world’s 100 most valuable brands in 2023. Telekom/T-Mobile leads the German brands with a value of US$65.10 billion and ranks 26th (up 1%). Mercedes Benz came in 71st with US$23.97 billion (down 21%), BMW 87th with US$20.94 billion (down 24%). The software company SAP (48th) and Siemens (77th) proved to be stable among the German technology companies. DHL also made it into the top 100 in 92nd place. As far as market fluctuations are concerned, brands in the luxury goods, fast food and food and beverage categories proved to be particularly resilient. The BrandZ Brand Report contains many more data and analyses. The complete study can be downloaded free of charge in exchange for address data.
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