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Apple has retained its crown as the world’s most valuable brand for the second year running in the Kantar BrandZ Most Valuable Global Brands 2023 Report . The latest ranking shows that the total brand value of the world’s top 100 brands is now worth $6.9 trillion in 2023.
Despite a 20% drop in the overall index compared to 2022, the Kantar BrandZ Top 100 continues its long-term growth trajectory, recording 47% growth compared to the pre-COVID level (2019).
With a brand valuation of $880.455 billion, Apple has proven resilient in the face of challenging market conditions, justifying premium pricing with positive perceptions and proving that meaningful, distinctive and denmark email list standout brands are best positioned to weather global economic turmoil.
Google and Microsoft complete the top 3, with technology brands once again being the most represented in the Top 100 and dominating the largest share of brand value .
Commenting on these figures, Martin Guerrieria, Director of Kantar BrandZ , said: “This year’s results – despite the reduction in value added – are in fact a continuation of the long-term growth trend for brands, which began after the 2008 global financial crisis and continued until the onset of the pandemic in 2020. Although the market has been volatile and has been greatly impacted by the global macroeconomy, consumers’ views on brands have proven to be much more stable – the world’s most valuable brands remain as highly regarded as ever.
The lessons for brand owners and marketers remain clear: effective marketing investment and long-term thinking are vital to your company’s growth prospects. Brands that consistently invest in building strong consumer connections are now much better positioned to weather today’s volatile conditions and provide a greater level of resilience to their shareholders.”
Kantar BrandZ Top 10 Most Valuable Global Brands in 2023
RankingWith gyms closed, homes have become true training centers, thanks to the immense possibilities that have opened up in terms of online training and classes.
In Brazil , which has always been a reference in the area of body care, the sale of various physical activity accessories that can be used at home – such as elastic bands, bands, ropes and dumbbells – saw an increase in sales of 1900 to 2500%. In the same register, equipment for pilates and yoga also saw very strong growth, also appearing, in this sector, among the best-selling products on the internet.
