Apple, with a brand valuation of $880 Billion, has managed to hold onto the title World’s Most Valuable Brand for the second consecutive year.
According to the Kantar BrandZ Most Valuable Global Brands Report 2023, Apple has proven resilient in the face of testing market conditions, justifying premium prices with positive perceptions, and proving that meaningful, different, and salient brands are best placed to weather global economic disruption.
Martin Guerrieria, Head of Kantar BrandZ, said this year’s results are a continuation of the long-term growth trend for brands, which began following the global financial crisis of 2008 and continued up until the start of the pandemic in 2020. “While the market has proved volatile and been greatly impacted by global macroeconomics, consumers’ view of brands has proven far more stable – the most valuable brands in the world remain as highly regarded as ever.”
Guerrieria said lessons for brand owners and marketers remain clear. “Effective marketing investment and long-term thinking are vital to your business’ growth prospects. Those brands consistently investing in establishing strong consumer connections are much better placed to navigate the current volatile conditions and deliver a greater degree of resilience for their shareholders.”
Google and Microsoft make up the Top three of Kantar BrandZ Most Valuable Global Brands Report 2023, followed by Amazon; McDonald’s; Visa; Tencent; Louis Vuitton; Master Card; and Coca-Cola. Nine brands returned to the Top 100, including Colgate (No. 95), Sony (No. 99), and Pampers (No. 100).
Two new Chinese brands, Shein (No. 70) and Nongfu Spring (No. 81), joined the Top 100 ranking for the first time. The report highlighted that brands improving their ability to justify a higher price than competitors, based on the strength of their equity with consumers, growing at twice the rate, adding 67 percent to their brand value over the last four years.
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