Whiplash Team, January 19th 2024
Apple regains its position as the most valuable brand in the world
Apple is once again leading the Brand Finance brand ranking, the Global 500 report, presented in Davos on January 17, 2024. Santander, Zara, Movistar, BBVA, Mercadona, CaixaBank, and Iberdrola proudly represent Spain, with a total value of 62.5 billion euros.
Brand Finance, in collaboration with Infosys, presented its Global 500 report in Davos, which annually tracks the evolution of brand values worldwide. In this edition, Apple regains its position as the most valuable brand, with an impressive brand value of 482.1 billion euros, after losing it to Amazon in 2023.
The top ten global brands are, in this order: Apple, Microsoft, Google, Amazon, Samsung, Walmart, TikTok, Facebook, Deutsche Telekom, and ICBC.
Apple: Strategic diversification and premiumization
In the report presentation on the Brand Finance website, David Haigh, President and CEO of the consulting firm, highlights that “Apple has increased the value of its brand through strategic diversification and premiumization, moving away from dependence on iPhone sales with forays into wearables and services such as Apple TV.”
According to the report, the key to the increase in Apple’s brand value lies in exploring new markets, expanding its ecosystem, and stimulating upgrades to higher-value iPhones. Apple has solidified its position as a leader in the premium smartphone market, maintaining a 71% share in value.
NVIDIA, Deutsche Telekom, and Tesla
Brand Finance’s research also reveals that brands that have made significant investments in artificial intelligence (AI) have grown considerably. NVIDIA, a key provider of chips in the AI field, has experienced a 163% increase in its brand value, reaching 44.5 billion dollars. Microsoft has also seen an impressive 78% increase, securing the second position in the ranking.
In the telecommunications sector, Deutsche Telekom has claimed the title of the most valuable brand in the world in this sector, surpassing Verizon. The focus on network strength and successful fiber implementation in Europe, along with leadership in 5G in the United States, has contributed to its success. The brand has experienced a 17% increase, reaching 73.3 billion dollars.
However, not all brands have experienced positive growth. Tesla, despite being a leading brand in electric vehicles, has dropped out of the top 10, falling to 18th place. Nevertheless, the research highlights that Tesla’s brand value is still five times higher than that of its closest competitor, BYD. This highlights the lasting importance of brands as corporate assets, allowing Tesla to command a premium price, support its company value, and potentially fuel renewed growth.
Spanish brands on the world stage
The report also provides insight into Spanish brands that have made their mark on the world stage. Santander, Zara, Movistar, BBVA, Mercadona, CaixaBank, and Iberdrola stand out as the most valuable brands in Spain globally, with a total value of 62.5 billion euros.
Santander has climbed to 101st place on the global list, leading Spanish brands with an 8% growth in its brand value. Its position as the second-largest lender in the Eurozone and increased net profit have contributed to this success.
Zara, present in 20 countries, has experienced an impressive 43% increase in its brand value, rising to 120th place. Inditex, its parent company, has also achieved financial records with six consecutive quarters of growth in 2023.
Movistar, at 290th place, stands out for its growth and sustainability strategy, while BBVA, at 316th place, has experienced a 5% increase in its brand value. Mercadona, despite a decrease in its brand value, has achieved a 4% growth in sales and continues its expansion in Portugal.
CaixaBank has reached 404th place with a 13% increase in its brand value, being the second-fastest-growing brand in positions in the ranking. Iberdrola, returning to the list in 2024, is in 453rd place with a 21.5% increase in its brand value.
In terms of brand strength, BBVA leads among Spanish brands, followed by Mercadona and Iberdrola. This highlights the strength and global acceptance of Spanish brands in a highly competitive international environment. The General Manager of Iberia and South America at Brand Finance, Pilar Alonso Ulloa, emphasizes that Spanish brands play “a crucial role in projecting the quality and innovation of Spain on an international scale.”
