The report Best Global Brands 2023carried out by the brand consultancy Interbrand, collects its classification of the 100 most valuable brands in the world. This study analyzes how the world’s strongest companies perform in a rapidly changing scenario and what the keys to their growth lie.
As usual, the methodology considers three key components that contribute to a brand’s accumulated value: the Financial performance the brand’s products and services; an analysis of the Paper containing the mark influences the purchase decision and an analysis of the Competitive power the brand in order to enforce a premium price or to secure profits for the company.
Technology brands continue to lead the rankings. Apple achieved first place for the eleventh time in a rowwith a value of $502,680 million, an increase of 4%. Microsoft and Amazon With a brand value of $316,659 million and $276,929 million, they remain in the same positions as in 2022 in second and third place, achieving an increase of 14% and 1%, respectively.
Also in the top 10 Google ($260.26 billion, +3%); Samsung ($91,407 million, +4%); Toyota ($64,504 million, +8%); Mercedes Benz ($61,414 million, +9%); Coke ($58,046 million, +1%); Nike ($53,773 million, +7%), and BMW ($51,157 million, +10%), which is included in this list for the first time.
Airbnb, the fastest growing brand
Airbnb stands out as the brand with the greatest increase in value this year, with a growth of 22% to 16,344 million dollars. Additionally, the company has climbed eight positions from 54th to 46th compared to the previous edition of the report, putting it just above Porsche. The increase is due to the company’s strong investments in its brand and its solid financial outlook.
On his part Porsche recorded an increase of 20%. This brings his value to $16,215 million. As for growth, Hyundai With an increase of 18%, it would be the third brand.
Two Spanish brands present
Two Spanish brands are represented in the ranking. One more time, Zara and Santander They are represented in Best Global Brands. On the one hand, the first place is 43rd, with a brand value of 16,502 million dollars and a growth of 10% compared to 2022. On the other hand, the second place is 77th, with a value of 9,069 million dollars and an increase of 7%.