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25 years of Interbrand data shows the financial consequence of focusing on performance marketing over long-term brand investment

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Ferrari (#62) and YouTube (#24) have seen the biggest brand value increase in this year’s Best Global Brands ranking

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Apple (#1) remains at the top of the ranking

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Nvidia (#36), Pandora (#91), Range Rover (#96) and Jordan (#99) enter the ranking for the first time. Uber (#78) and LG (#97) re-enter

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New York
October 10, 2024

Global brand consultancy Interbrand today launched its annual Best Global Brands ranking, marking a quarter of a century of brand valuation analysis.

Since 2000, Interbrand’s longitudinal study has tracked and reported on the value of the world’s biggest brands. A quarter century of analysis reveals that while performance marketing tactics can drive short-term financial gains, a lack of investment in long-term brand strategy has left the Best Global Brands with at least $3.5T of unrealized value. For this last year, this equates to $200B of lost revenue.

The cumulative value of the world’s most valuable brands has increased 3.4x since Interbrand first published its ranking (from $988B to $3.4T).

Gonzalo Brujó, Global CEO, Interbrand said: “If these brands had been treated and managed as strategic growth assets, then this table could be worth as much as $6.9T. The growth we see hides a staggering missed opportunity.”

Apple holds the top spot

Apple remains the most valuable brand, but its brand value has dropped for the first time in over two decades (-3%).

Commenting on Apple, Greg Silverman, Global Director of Brand Economics, Interbrand said: “While others rushed into AI, Apple took a more deliberate path to ensure its AI releases matched its values. This slower-moving act of leadership has put long-term trust ahead of short-term revenue gains. Following these brand moves, Apple’s stock has moved up 20% YTD and we anticipate that Apple’s value will increase in the 2025 rankings.”

Automotive brands dominate 2024

14 of the top 100 brands of 2024 are automotive, making up more than any other sector in the ranking. Three auto brands – Toyota (#6), Mercedes-Benz (#8) and BMW (#10) – appear in the top 10. However, not all auto brands have achieved such success. Tesla (#12) has one of this year’s largest declines in brand value (-9%). Meanwhile, Kia (#86), Hyundai (#30) and Toyota (#6) achieved double digit growth.

Top-tier luxury shows resilience through innovation

Luxury’s brand value continued an upward trajectory (+7%, up from + 6.5% last year), extending relevance by creating new consumer experiences and expanded digital touchpoints, demonstrating powerful creativity that taps into the human condition.

Ferrari (#62) captured this year’s spot as the top-rising brand, with +21% brand value growth. Louis Vuitton jumped three places (#14 to #11) with Hermès (#22) and Prada (#83) two of the biggest luxury brand risers this year, seeing brand value growth of +15% and +14% respectively.

Meet the 2024 new entrants

Nvidia (#36), Pandora (#91), Range Rover (#96), and Jordan (#99) are this year’s new entrants – and Jordan is the first personality brand to make it onto the table. Uber (#78) and LG (#97) re-enter.

Marketing landscape changes over 25 years

Over the past 25 years, Interbrand has observed a significant shift in the ways company boardrooms approach growth. C-Suites are prioritizing lower total investments with more immediate returns. Strategies that integrate long-term brand equity with short-term revenue gains are becoming the gold standard – but these strategies are still surprisingly rare.

Brujó said: “Performance tools, capabilities and systems have evolved over the past quarter century. As these tools shift, so do the pressures and expectations placed on brand and marketing leaders. Today, CMOs are expected to deliver greater revenue returns, in shorter time frames, for a lower investment.

“Many of the world’s most valuable brands are missing out on significant earning potential by over-investing in short-term gains. Our analysis shows these gains, when tied predominantly to short-term tactics, can undermine a company’s mid- to long-term revenue potential.”

For the complete Top 100 ranking and report with industry trends and the full methodology visit here: https://interbrand.com/best-brands/.

Best Global Brands methodology

Having pioneered brand valuation in 1988, Interbrand has a deep understanding of the impact a strong brand has on key stakeholder groups that influence the growth of a business, namely customers, employees, and investors. Strong brands influence customer choice and create loyalty, attract, retain, and motivate talent, and lower the cost of financing. Interbrand’s brand valuation methodology has been specifically designed to take all these factors into account. Interbrand was the first company to have its methodology certified as compliant with the requirements of ISO 10668 (requirements for monetary brand valuation) and played a key role in the development of the standard itself.

There are three key components to all valuations: an analysis of the financial performance of the branded products or services, the role the brand plays in purchase decisions, and the brand’s competitive strength.

1. Financial Analysis

Financial Analysis measures the overall financial return to an organization’s investors, or its economic profit. Economic profit is the after-tax operating profit of the brand, minus a charge for the capital used to generate the brand’s revenue and margins.

2. Role of Brand

Role of Brand measures the portion of the purchase decision attributable to the brand as opposed to other factors (for example, purchase drivers such as price, convenience, or product features). The Role of Brand Index (RBI) quantifies this as a percentage. RBI determinations for Best Global Brands derive, depending on the brand, from one of three methods: commissioned market research, benchmarks against Role of Brand scores from client projects with brands in the same industry, or expert panel assessment.

3. Brand Strength

Brand Strength measures the ability of the brand to create loyalty and, therefore, sustainable demand and profit into the future. Brand Strength analysis is based on an evaluation across 10 factors that Interbrand believes constitute a strong brand. Performance in these areas is judged relative to other brands in the industry and relative to other world-class brands. The Brand Strength analysis delivers an insightful snapshot of the strengths and weaknesses of the brand and is used to generate a road map of activities to grow the brand’s strength and value into the future.

To be included on the Best Global Brands ranking, brands must meet these criteria:

• There must be sufficient publicly available data on the brand’s financial performance.
• At least 30 percent of revenue must come from outside of the brand’s home region.
• The brand must have geographic coverage in emerging markets.
• Economic profit must be expected to be positive over the longer term.
• The brand must have sufficient global awareness.
• The brand’s ‘Brand Strength Score’ must be equal to 50 or above.

These requirements—that a brand be global, profitable, visible, and relatively transparent with financial results—explains the exclusion of some well-known brands that might otherwise be expected to appear in the ranking. As a leader in brand measurement and valuation, Interbrand regularly reviews its frameworks and methodologies to ensure they continue to reflect how valuable brands are built and managed.

Contact

Tina Goldstone
[email protected]

About Interbrand

Interbrand has been a world leading brand consultancy for five decades – having pioneered iconic work and forged many of the brand building tools that are commonplace in across the industry today. In collaboration with the world’s leading brands, Interbrand’s global team of Thinkers and Makers are pioneering the future of brand building.

Utilizing three lenses, that take into consideration Human Truths (a deep understanding of the consumer), Brand Economics (the financial forces driving a brand’s success), and Experiences (the creative interface between business operations and customer needs and desires), Interbrand give their clients the confidence to make Iconic Moves – sparking desire, creating utility, and driving extraordinary results.

Interbrand is a part of the Omnicom Group (NYSE: OMC). For more information, please visit www.interbrand.com.