The brand consultant Interbrand has published the 25th edition of its Best Global Brands report, which includes the 100 most valuable brands in the world and the keys to their growth. one more year Apple is crowned the most valuable brand in the world, followed by Microsoft and Amazonin a ranking whose top positions continue to be dominated by large technology companies.

The report, as the company points out, analyzes how the world’s strongest companies perform in a rapidly changing scenario. It considers three key components that contribute to the accumulated value of a brand: an analysis of the financial results of the brand’s products and services – from June 2023 to June 2024 -; an analysis of the role the brand plays in purchasing decisions, and an analysis of the brand’s competitive strength.

The ranking of the most valuable top brands does not present notable variations compared to the last edition, but the report points to a slowdown in growth in the total value of the list. Thus, the sum total value of the 100 brands present in this ranking will reach 3.4 trillion dollars in 2024, which represents an increase of 4.9% compared to last year.
The total value of the list in 2023 was 3.3 trillion dollars and the growth stood at 5.7%.

As this is the 25th edition of the analysis, the consulting firm has analyzed how it has changed the value of brands since the first edition in 2000. They point out that the accumulated value of the ranking has gone from one billion to 3.4 billion dollars in this time.

However, the figure could have been much higher, 6.9 billion dollars specifically, if brands had been managed as strategic assets. “The growth we see hides a staggering missed opportunity“, said Gonzalo Brujó, Global CEO of Interbrand, in a statement.

He also points out that the most successful companies in the ranking are those that understand their brand as a income generating asset instead of a cost point. Thus, they are those that use the brand to build deep and meaningful relationships with their customers, driving loyalty and opening new avenues of income.

The most valuable brands in the world

Again, Apple It leads the Best Global Brands ranking and remains the most valuable brand in the world, thanks to a valuation of 488.9 billion dollars. The figure is -3% lower than that obtained in 2023, when it registered 502.7 billion dollars, and represents the first decrease in the value of the technology company in more than twenty years.
The consulting firm believes that this is because Apple “wanted to ensure that its launches aligned with its privacy values,” and “has prioritized long-term trust over short-term benefits.”

For its part, Microsoft It maintains the second position on the list, with a valuation of $352.5 billion, reflecting a growth of 11%. amazon It closes the podium again, with a value of 298.1 billion dollars and a growth of 8% compared to the figure obtained in 2023.

The top 10 is completed Google ($291.3 billion, +12%); Samsung ($100.8 billion, +10%); Toyota ($72 billion, +13%); Coca-cola ($61.2 billion, +5%); Mercedes-Benz ($58.9 billion, -4%); McDonald’s ($53 billion, +4%), and bmw ($52 billion, +2%).

Breaking down the data from the complete list, Ferrari stands out as the brand whose value has increased the most this year, 21% to 13.1 billion dollars. This has helped him climb eight places in the table, from 70 to 62. For his part, YouTube It also stands out for a growth of 16%, which places its value at 30.1 billion dollars. hermés It would be the third brand in terms of growth, with 15% and a value of 34.7 billion dollars.

Instead, Intel leads as the brand whose value has registered the greatest drop, -30%, to $19.7 billion. It is one of six brands that have experienced declines, including: disney (-11%), gucci (-10%), 3M (-10%), Nescafe (-9%) and tesla (-9%).

On the other hand, the report highlights the entries in the table: Nvidia, in position 36, with a value of 20,000 million dollars; Uberin 78th place, with a value of 9.2 billion; Pandorain position 91 with 7.1 billion; range roverthe 96th position and a value of 6.6 billion; LGin 97th place with 6.5 billion; and Jordan, in position 99, with 6.4 billion dollars.

Likewise, there are six brands that leave the list, displaced by brands that have achieved greater growth: Hennessy, Canon, Burberry, Jack Daniel’s, RedBull, and Johnson & Johnson.

Among other issues pointed out by Interbrand, it stands out that 14 of the 100 most valuable brands in the world correspond to the automobile industry, with three of them – Toyota, Mercedes-Benz and BMW – in the top 10. It also mentions that Kia, Hyundai and Toyota have grown by double digits, compared to Tesla, which has experienced one of the largest declines of this edition.

It also highlights the performance of the luxury industry. Louis Vuitton has risen three positions and remains in 11th place, just outside the top 10; while Hermés and Prada are among those that have registered the most growth in value, 15% and 14% respectively. They point out that this is due, among other things, to the creation of new consumer experiences and the expansion of digital touchpoints.

The most valuable Spanish brands in the world

Spain continues to have a presence among the most valuable brands in the world. Our country is once again represented, one more year, by Zara and Santander. The Inditex brand is ranked 42nd and has a valuation of 17.8 billion dollars; while the financial entity is in position 76, with a value of 10,000 million dollars.

Since they first entered the ranking in 2005 and 2010, Zara and Santander have increased their value by 377% and 107%, respectively. The consulting firm considers that they are clear examples of how a solid brand strategy can generate sustained growth over time.