In Interband’s global brand ranking for 2023, brands like Hermès, Zara, and Sephora have showcased significant growth in contrast to the general slowdown across the top 100 brands. While tech giants like Apple, Microsoft, and Amazon have maintained their lead, their overall brand value saw a modest 5.7 per cent increase compared to the previous year’s 16 per cent surge. According to Interbrand, this stagnation has been attributed to a lack of growth mindset, conservative leadership, and economic uncertainty.
Gonzalo Brujó, Interband’s CEO, stated, “After several years of robust brand growth, we’ve entered a period of stagnation.”
He added, “Companies that manage to leverage their brand in new pools of potential consumers will reap the benefits of robust brand growth.”
Luxury brands have thrived despite the slowdown and showcased substantial brand value growth in 2023. French houses Hermès (23rd) and Dior (76th) experiencing a notable brand value surge of 10.2 per cent and 8.4 per cent, respectively. These brands’ success is attributed to “their ability to transcend categories to create luxury experiences such as restaurants, hotels, and pop-up stores”, as stated by Interbrand.
While French luxury giant Louis Vuitton retained its position at 14th place (up 5 per cent), followed closely by Chanel (22nd, up 6 per cent), Gucci faced a 2 per cent decline, being the only brand to regress in the top 100.
Spanish fashion retailer Zara stood at 43rd with a 10 per cent increase, and H&M remained consistent at 56th with a more 5 per cent progression.
Interbrand’s brand value ranking is made using an analysis of the financial performance of the branded products or services, of the role the brand plays in the purchase decision and of the competitive strength of the brand.
