Brand growth slows finds Interbrand’s Best Global Brands report 2023

Brand growth slows finds Interbrand’s Best Global Brands report 2023

Interbrand points to weak growth mindset, brand leadership, and forecasting for the slowdown.


Mumbai: Interbrand has launched its Best Global Brands 2023 ranking, revealing many of the world’s top 100 brands are in a state of stagnation. The rate of growth in the overall brand value of the table slowed sharply after last year’s significant increase – rising 5.7 per cent this year compared to last year’s 16 per cent increase, taking the total brand value to $3.3 trillion ($3.1 trillion in 2022).

Interbrand cites lack of growth mindset, weaker brand leadership and poor forecasting as behind the slowdown. This follows a longer-term trend in which brands operating exclusively in one sector taking an incremental approach have experienced slower brand value growth.

Interbrand Global CEO Gonzalo Brujó said: “After a few years of strong brand growth, we have entered a period of stagnation, with this year’s table showing moderate growth in overall brand value among the world’s biggest brands.

“Businesses which have witnessed a rise in brand value, including Airbnb (#46), LEGO (#59) and Nike (#9) have all transcended their established category norms and play a more significant and meaningful role in society and consumer’s lives.

“As we continue to navigate economic and environmental headwinds, there is a need for improved business cases and better brand management to drive future investment and sustain growth within traditional sectors and beyond. Those who can successfully leverage their brand into new consumer pools of potential will reap the rewards of strong brand growth.”

More than two decades of analysis show companies that address a more diverse set of customer needs, often across sectors, continue to dominate the top of the table – making up almost 50 per cent of the total value. Based on the data, these companies operating across several different verticals are more stable[1], achieve higher top-line growth[2], remain more profitable[3], and benefit from a greater growth of brand value[4]. For these companies, a focus on brand rather than product plays a greater role in driving choice (12 per cent vs average), meaning they can address more customer needs, within and across categories.

Interbrand global chief strategy officer Manfredi Ricca said: “A brand like Apple can no longer be ascribed to a sector. It competes across different Arenas, helping its customers Connect (the iPhone), but also Thrive (the latest Apple watch was positioned as a health device), Fund (its new savings account drew nearly $1 billion in deposits in the first four days), and much more. Apple’s move across Arenas has enabled it to hold the BGB top spot for 11 years, having overtaken Coca-Cola in 2013.”

Microsoft chief brand officer Kathleen Hall, said: “We are honored to be recognized for continued strong growth in the Best Global Brands ranking this year. The combination of brand perception and financial performance is a great indicator of brand health and relevance and one we value tremendously. With our acquisition of Activision Blizzard, our prominent leadership position in AI, and our continued commitment to make a positive impact on society, we aspire to be a brand people can trust and build a responsible future with.”

Nestlé Nespresso SA CEO Guillaume Le Cunff: “Since the beginning, sustainability has been at the heart of the Nespresso brand and we have worked hard to show coffee can be a force for good. This is a very proud moment to see Nespresso recognised in Interbrand’s Best Global Brands ranking for the first time. And we’re not stopping there. We believe that the most powerful force behind our brand is our commitment to sustainability, which enables us to consistently offer the unforgettable taste and truly elevated coffee experience that consumers expect from Nespresso worldwide.”