Kantar published the list of the most valuable brands of 2023

By: Trademagazin Date: 2023. 06. 15. 10:59

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More measurable efficiency, significantly improved financing and investment opportunities, and in the event of a company acquisition, the achievement of even a multiple mark-up – among other things, these are the advantages that definitely justify the determination of brand value and its inclusion in the balance sheet – points out Moore Hungary.

Today, Kantar published its latest ranking (Kantar BrandZ) of the world’s most valuable brands. Despite the fact that the price of technology shares, which make up a significant part of the most valuable brands – and thus their brand value – were battered by the stock market processes of the past year, it was not possible to enter the TOP 10 this year with a brand value of less than 100 billion dollars. Today, the 100 most valuable brands are worth 20 percent, or $1.7 trillion, less than a year ago, but compared to the pre-Covid 2019 level, the increase is 47 percent.

Kantar Brandz is headed by Apple for the second year in a row. Compared to 2019, Amazon gradually slipped from first to fourth place. Among the non-technological companies, McDonald’s is the most valuable, and Coca-Cola, which was able to grow even against this year’s trends, returned to the TOP 10 list by 2023. The brand value list is still dominated by US companies: 8 of the 10 most valuable brands come from here. (The ratio was the same in 2019, when the Chinese Alibaba was in the TOP 10 instead of the French Louis Vuitton.)