2024年全球最具价值品牌100强报告

3 2 1 5 AC C E L E R AT I N GG RO W T H H O W B R A N D SC R E AT E VA LU E M O ST VA LUA B L EG LO B A L B R A N D S W E LC O M E C AT EG O RYFO CU S INTROD U CTION& ANALYSIS 9598106113120127134141148155162169176183—THE CATEGORY OVERVIEW—ALCOHOL—APPAREL—AUTOMOTIVE—BUSINESS TECHNOLOGYAND SERVICES PLATFORMS—CONSUMER TECHNOLOGYAND SERVICES PLATFORMS—FAST FOOD—FINANCIAL SERVICES—FOOD AND BEVERAGES—LUXURY—MEDIA ANDENTERTAINMENT—PERSONAL CARE—RETAIL—TELECOM PROVIDERS 4042444648—TOP 100 GLOBAL BRANDS—TOP 10 BRANDS—NEWCOMERS ANDRE-ENTRANTS—TOP RISERS—FROM MARKETING METRICTO BOARDROOM ESSENTIAL 5357596469727680848790—WHAT IS THE BLUEPRINTFOR BRAND GROWTH?—RATIONAL AND EMOTIVECONNECTIONS—WHY DIFFERENCE MATTERSFOR B2B MARKETERS—EMOTIVE BRANDPOSITIONING—TURN TO THE LEFT, TURNTO THE RIGHT?—MAYBE SHE’S BORN WITH IT:MAYBE IT’S STRONGBRANDING—REDEFINING CUSTOMEREXPERIENCE—OUT OF SIGHT, OUT OF MIND—AIRBNB’S STRATEGY FORGROWTH BEING PRESENT—HOW SAMSUNG HASCONTINUED TO GROWTHROUGH INNOVATION TOREMAIN A STRONG BRAND—IDENTIFY OPPORTUNITIESTO GROW 1315161719—OVERVIEW—KEY RESULTS—STOCK PORTFOLIO—MOST VALUABLEGLOBAL BRANDS 2024—MAJOR TRENDS 26283235—THE MACROECONOMYOF OPPORTUNITY—THE PIVOTAL BRANDOPPORTUNITY INGENERATIVE AI—PARIS 2024 OFFERSBRANDS AN OLYMPIC-SIZED OPPORTUNITY—GREENWASHING —INFOGRAPHIC—WELCOME—WHAT IS KANTAR BRANDZ?030407 7 RE S O URCE S CLIENTPER SPECTIVE S 209213214216224226—BRAND VALUATIONMETHODOLOGY—REPORTS & PUBLICATIONS—ABOUT US—OUR BRAND EXPERTS—KANTAR BRANDZ TEAM—CONTACT US 191194197200203206—AB INBEV—HAIER—INFOSYS—MASTERCARD—P&G—PEPSI 2024MOST VALUABLEGLOBAL BRANDS THE TO P 100 M OST VALUAB LE G LO BAL B R ANDS SAMSUNGSPECTRUMSERVICENOWXBOXAMERICAN EXPRESSL’ORÉAL PARISMERCADO LIBREHAIERJ.P. MORGANUNITEDHEALTHCAREUBERCHASECHINA MOBILERBCWELLS FARGOTOYOTAICBCSIEMENSBCAZARAHUAWEILOWE’SAIRTELINFOSYSKFCGUCCITDEXXONMOBILPAYPALBMWDELL TECHNOLOGIESCOMMBANKMERCEDES-BENZRED BULLFEDEXIKEANTTVMWARESONYPING ANALDILULULEMONVODAFONEPINDUODUOBUDWEISERNONGFU SPRINGBANK OF AMERICAHSBCDHLCORONA51525354555657585960616263646566676869707172737475767778798081828384858687888990919293949596979899100 APPLEGOOGLEMICROSOFTAMAZONMCDONALD’SNVIDIAVISAFACEBOOKORACLETENCENTMASTERCARDLOUIS VUITTONINSTAGRAMARAMCOCOCA-COLAIBMHERMÈSMOUTAIADOBEACCENTUREVERIZONAT&TNETFLIXTHE HOME DEPOTTELEKOM/T-MOBILETESLANIKEALIBABAWALMARTSTARBUCKSYOUTUBELINKEDINUPSCOSTCOTIKTOKCHANELMARLBOROCISCOSAPQUALCOMMAMDSALESFORCEINTUITADPXFINITYTCSHDFC BANKINTELDISNEYTEXAS INSTRUMENTS1234567891011121314151617181920212223242526272829303132333435363738394041424344454647484950 +71%$31,377 MCONSUMER TECHNOLOGYAND SERVICES PLATFORMS +66%$84,821 MBUSINESS TECHNOLOGYAND SERVICES PLATFORMS +61%$20,369 MRETAIL +60%$55,670 MBUSINESS TECHNOLOGYAND SERVICES PLATFORMS +58%$145,498 MBUSINESS TECHNOLOGYAND SERVICES PLATFORMS +53%$51,860 MBUSINESS TECHNOLOGYAND SERVICES PLATFORMS CHALLENGES AND BREAKTHROUGHSTO P BR ANDS REPOSITI O N FO R LO N G-TERM GROW TH In a return to growth following the challenges of recent years,the total value of the Kantar BrandZ Global Top 100 Most ValuableBrands has risen by 20% year on year. A lot of the credit for this turnaround should go to theworld’s top tech brands, who have contributed $1.2 trillionof the Top 100’s $1.4 trillion growth versus last year. Thisreinvigorated tech contingent is once again led by Apple,which this year becomes the first ever brand to cross$1 trillion in brand value – a staggering achievement. We’re particularly excited about this work. For the veryfirst time, Kantar BrandZ’s billions of attitudinal datapoints and externally validated Meaningful Different andSalient framework combine with extensive behaviouraldata from Kantar’s Consumer Panels to form onecoherent narrative of how brandsreallygrow. Mostimportantly, the Blueprint outlines the mainGrowthDriverand three interconnectedGrowth Acceleratorsmarketers need activate to shape their brand future,whatever the starting point. There’s plenty to cheer in the vast brand landscape beyondSilicon Valley too. This year’s Top 100 features a diversearray of brands charting routes to exceptional growth:from Aldi and Lowe’s in Retail, to Lululemon and Zara inApparel to name just a few of the brands managing tooutpace the robust growth of the ranking as a whole. All of this has been condensed into a beautifully curatedand detailed visual guide for easy reference – you’ll finda link to download it later in this report. If there’s one thing the world’s strongest brands have incommon, it’s an unwillingness to rest on their laurels.Today’s top brands – and brand marketing teams – arealways looking to accelerate growth, whether that meansleveraging insights to raise creative work from good togreat; finding new ways to show up impactfully along thepath to purchase; or pursuing breakthrough innovationsthat find new spaces beyond the bounds of theirpre-existing categories. For the past 19 years, through our work with the KantarBrandZ database, Kantar has