I am thrilled to welcome you to Interbrand’s Best Global Brands 2023 Report—a comprehensive valuation and exploration of what it takes to become one of the world’s most valuable brands. 

As the Global CEO of Interbrand, it is my pleasure to share these insights with you to provide a nuanced understanding of the opportunities and challenges shaping the global brand landscape at what appears to be a critical juncture. This year’s report sheds light on a notable deceleration in brand growth. The total value of the Best Global Brands increased by just 5.7% in 2023—a significant drop from the 16% surge observed in 2022. Through conversations with Global CEOs and CMOs, I have observed a common feeling of pressure to play it safe, driving a wave of incrementalism and conservatism for most. 

There are some brands, however, that resist this regressive trend, demonstrating bold leadership and outsized growth. In this report, we reveal why and how. Perhaps you find yourselves wondering what it would take for your brand to play a more robust role in driving choice and business performance. This report features five chapters dedicated to answering that question; unpacking what it takes to build a Best Global Brand that is resilient to the turbulent demands of the decade of possibility and powerful enough to break into new arenas. 

Each chapter includes expert commentaries from industry leaders, shedding light on the day-to-day demands of brand building. Additionally, roundtable panels feature Interbrand employees across the globe who discuss the realities of brand strategy as it encounters real-world challenges. Each story seamlessly connects to the next to offer a compelling point of view on the transformative journey of turning your brand into a critical growth asset. 

I want to thank our contributors, each of whom delves into what it takes to become iconic. 

They are: David Rodin and Sarah Miller, Founder and CEO of our partners, Principia Advisory; Kathleen Hall, Chief Brand Officer at Microsoft; Chris Duffey, Strategic Development, Emerging Solutions, Adobe; Lorenzo Bertelli, Marketing Director of Prada Group; Meta CMO Alex Schultz; Linda Boff, Global CMO of GE; Bernd Heinemann, Group Strategy, Marketing, Distribution Officer and Christian Deuringer, Global Head of Brand & Marketing at Allianz SE; Nike and Florian Resinger, Vice President Brand, Marketing & Customer Strategy BMW. I would also like to thank our Horizon Board for their stellar contribution to this report. Interbrand’s Horizon Board – comprised of rising talent from across our network – helps point our business towards the future of brand thinking and making.

At Interbrand, we empower our clients with the confidence to make Iconic Moves. In an increasingly unpredictable world, there’s a natural inclination to stick with what is familiar.  Through our powerful economics data, innovative Thinking and Making methodology, and leveraging our extensive network of the world’s Best Global Brands, we aspire for this report to guide towards bigger opportunities, bolder moves and the path to achieving enduring, long-term results. 

Thank you for joining us on this journey.

Warm regards,

Gonzalo Brujó
Global CEO, Interbrand