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Each year, the BrandZ study conducted by Kantar ranks the 100 most powerful brands. With the fallout from the pandemic, where do luxury brands stand in the ranking?
According to the BrandZ study, the pandemic would have driven the most powerful brands even higher, as demonstrated by the 42% increase in their cumulative value in 2021. This represents more than four times the usual growth seen over the past 15 years.
Other brands have also been served by some of the consequences of the health crisis, such as the music service Spotify or the online video service Zoom, which is widely used by students during the implementation of distance learning courses. Amazon, Nvidia, and AMD, on the other hand, were able to take advantage of the strong demand for graphics cards.
But the fastest-growing brand is Tesla. Its value has risen 275% since 2020 to $42.6 billion, making it the most powerful automotive brand. Tesla has more than doubled its value in a year, in line with Chinese brands Pinduoduo, Meituan, Moutai, and TikTok.
Of the 100 most powerful brands in the world, 56 are American, including leaders Amazon and Apple, which now exceed the $500 billion mark. In addition to the GAFAs, the country can boast that American brands are the fastest-growing, for an average increase of 46%. While the US accounts for only 24% of global GDP, it has 74% of the most powerful brands.
According to the BrandZ study, if you add up the values of all the brands in the ranking, you get a figure greater than the GDP of France and Germany combined, or $7.1 trillion. China accounts for 14% of the value of the ranking today, whereas in 2011 it was limited to 11%.
The reverse has happened for Old World brands, and while they used to account for 20% of the total value of the ranking, European brands now only have 8%. French brands, mainly in the luxury sector, are still very well represented.
“There are five French brands in the ranking. Once again, French luxury brands are well represented: Louis Vuitton comes in 21st ($76 billion, +46%) and is the top European brand in this 2021 edition, followed by Chanel (No. 40, $47 billion, +30%), Hermès (No. 43, $46 billion, +40%). Also, L’Oréal Paris is in 48th position ($38 billion, +30%) and Orange is in 91st place ($20 billion, +4%),” said Kantar in a release.
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Each year, the BrandZ study conducted by Kantar ranks the 100 most powerful brands. With the fallout from the pandemic, where do luxury brands stand in the ranking?
According to the BrandZ study, the pandemic would have driven the most powerful brands even higher, as demonstrated by the 42% increase in their cumulative value in 2021. This represents more than four times the usual growth seen over the past 15 years.
Other brands have also been served by some of the consequences of the health crisis, such as the music service Spotify or the online video service Zoom, which is widely used by students during the implementation of distance learning courses. Amazon, Nvidia, and AMD, on the other hand, were able to take advantage of the strong demand for graphics cards.
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Each year, the BrandZ study conducted by Kantar ranks the 100 most powerful brands. With the fallout from the pandemic, where do luxury brands stand in the ranking?
According to the BrandZ study, the pandemic would have driven the most powerful brands even higher, as demonstrated by the 42% increase in their cumulative value in 2021. This represents more than four times the usual growth seen over the past 15 years.
Other brands have also been served by some of the consequences of the health crisis, such as the music service Spotify or the online video service Zoom, which is widely used by students during the implementation of distance learning courses. Amazon, Nvidia, and AMD, on the other hand, were able to take advantage of the strong demand for graphics cards.
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