Global brand consultancy Interbrand has released its annual Best Global Brands ranking, marking 25 years of brand valuation analysis. The study, which began in 2000, tracks the value of the world’s most valuable brands and reveals a substantial amount of unrealized potential.
The cumulative value of the brands in the 2024 ranking has grown to $3.4 trillion, a significant rise from the $988 billion recorded in the first ranking. However, Interbrand estimates that had brands been treated more strategically as long-term assets, the combined value could have been as much as $6.9 trillion – a missed opportunity of $3.5 trillion.
Commenting on the findings, Interbrand’s Global CEO, Gonzalo Brujó, said: “The growth we see hides a staggering missed opportunity. If these brands had been managed for long-term growth, this table could be worth nearly double what it is today.”
Apple remains top despite dip
Apple remains the most valuable brand in the world, despite seeing its value decline for the first time in two decades, dropping by 3%. Greg Silverman, Interbrand’s Global Director of Brand Economics, attributed Apple’s strategy of prioritising long-term trust over short-term financial gains as the reason behind the dip. He highlighted Apple’s measured approach to AI adoption as an example of this.
“While others rushed into AI, Apple took a more deliberate path to ensure its AI releases matched its values,” Silverman noted. “This slower-moving leadership has put trust ahead of short-term revenue, and we anticipate Apple’s value will increase in the 2025 rankings.”
Automotive industry stands out
This year’s ranking saw 14 automotive brands in the top 100 – more than any other sector. Among the top 10, Toyota (#6), Mercedes-Benz (#8), and BMW (#10) led the charge, while Tesla (#12) recorded one of the biggest drops in brand value, falling by 9%. Meanwhile, Kia (#86), Hyundai (#30), and Toyota (#6) achieved strong double-digit growth.
Luxury brands show resilience
Luxury brands also demonstrated growth, with the sector seeing a 7% increase in value. Ferrari (#62) was the top riser, achieving a 21% jump in brand value. Louis Vuitton moved up three places to #11, while Hermès (#22) and Prada (#83) saw their values rise by 15% and 14% respectively.
New entrants for 2024
Nvidia (#36), Pandora (#91), Range Rover (#96), and Jordan (#99) were the new entrants in this year’s list, with Jordan being the first personality brand to feature. Meanwhile, Uber (#78) and LG (#97) re-entered the ranking.
The evolving marketing landscape
Over the past 25 years, Interbrand has noted a shift in how companies approach growth. There is now a greater emphasis on short-term financial gains with lower investment, but this approach often undermines long-term brand value.
Brujó commented on this trend, stating: “Many of the world’s top brands are missing out on significant earning potential by focusing too heavily on short-term performance. Our analysis shows that balancing short-term results with long-term strategy remains rare but crucial for sustainable growth.”