Loss of value for top brands: $3.5 trillion lost since 2000!

Loss of value for top brands: $3.5 trillion lost since 2000!

Cologne, Berlin, New York (ots)

A fresh analysis from global brand consultancy Interbrand recently revealed the top-ranking global brands and their value. This research, which now looks back 25 years, clearly illustrates how a focus on short-term marketing strategies, particularly performance marketing, leads to a significant loss of monetary strength. Since 2000, the world's 100 most valuable brands have missed out on $3.5 trillion in potential value growth by neglecting long-term brand investments.

Gonzalo Brujó, Interbrand's Global CEO, highlighted that all brands in the ranking had the opportunity to reach a whopping total value of $6.9 trillion. This means that not using brands strategically as business assets amounts to a massive missed opportunity. The most valuable brands face a clear tension between the expectation of short-term profits and the need to invest in brand assets.

Important brand developments

There are notable shifts among brands. While Apple remains the leader, it saw its brand value fall by 3% for the first time in 20 years. Ferrari performed particularly well with an increase of 21% and YouTube with 16%, which strengthens their position in the ranking. On the other hand, brands like Disney, Gucci and Intel are experiencing significant losses.

The automotive sector is well represented, with 14 manufacturers in the top 100. Notable new entrants include Nvidia, Pandora and Range Rover. This development not only shows the challenges faced by established brands, but also the competitiveness of new players in the market. Overall, it remains important for brands to face the new challenges and think strategically in order to use such trends sustainably.

This year the German brands are also well placed. Mercedes-Benz and BMW remain among the top ten brands, while SAP and Allianz posted solid growth. The analysis results from Interbrand show that, despite various declines for some brands, the overall value of the brands provides a clear statement regarding the entrepreneurial strategy of the last decades.

The full ranking and a deeper analysis of industry-wide trends can be found at www.interbrand.com.