Ranked: The Top 100 Brands by Value in 2023
View a higher resolution version of this graphic.
Brand value can be a critical part of any company’s intangible assets.
These kind of non-physical assets, such as patents and brand names, are having an increasing influence on a company’s overall value. A 2020 analysis found that intangibles made up 90% of the S&P 500’s market value, an increase of 22 percentage points since 1995.
This graphic shows the world’s 100 most valuable brands in 2023 based on an annual ranking from Brand Finance, illustrating the role brand equity plays in a company’s market position.
The Top 100 Companies, by Brand Value
Brand Finance examined over 5,000 companies (and in cases of groups like Alphabet and Meta, their subsidiary brands) across 38 countries.
Broadly speaking, a brand’s value represents the allocation of company earnings that are linked to the brand. More details on the methodology are found at the end of this article.
Here are the most valuable brands in 2023:
|Rank||Brand||Brand Value (B)||Country||Sector|
|6||Samsung Group||$99.7||South Korea||Tech|
|25||Shell||$48.2||UK||Oil & Gas|
|27||Bank of China||$47.3||China||Banking|
|29||Aramco||$45.2||Saudi Arabia||Oil & Gas|
|36||Bank of America||$38.6||U.S.||Banking|
|61||PetroChina||$29.6||China||Oil & Gas|
|67||Hyundai Group||$27.3||South Korea||Automobiles|
|68||Sinopec||$27.1||China||Oil & Gas|
|79||Sumitomo Group||$23.9||Japan||Trading Houses|
|84||SK Group||$22.5||South Korea||Telecoms|
|89||Siemens Group||$ 21.4||Germany||Engineering
|90||LG Group||$21.3||South Korea||Tech|
|92||TotalEnergies||$20.7||France||Oil & Gas|
Amazon ranks number one globally with its brand valued at $299 billion. As a market leader in online retail, it has strong brand loyalty in its B2C segment which generates its largest share of revenue, and is a key player in cloud services for its B2B platforms.
Apple is in close second with a $298 billion brand. It’s important to note that both tech giants brands fell in value from last year, as supply chain disruptions, labor market constraints, and slower forecasted revenue impacted their brands.
Other big tech brands Google (#3) and Microsoft (#4) were next in the ranking. Korean conglomerate Samsung (#6) was the highest-ranking firm based outside of America.
Brand Value: Leading Sectors in 2023
Looking at brand value based on sector, we can see that tech continues to dominate. The sector breakdown below uses data from the top 500 brands covered by Brand Finance.
|Rank||Sector||% of Total||Total Brand Value (B)|
|8||Oil & Gas||3.7%||$171.0|
|9||Engineering & Construction||3.3%||$149.5|
Overall, the top tech brands were worth a combined $891 billion largely thanks to the outsized influence of Apple, Microsoft, and Samsung.
After retail and media, the banking sector still held significant brand sway at $467 billion. Automobiles rounded out the top five sectors at $397 billion, led by companies like Tesla and Mercedes-Benz.
The Fastest Rising Brands in 2023
While some brands such as Apple and Amazon fell in value over the last year, others have increased their brand value.
Below, we show the fastest rising brands across the top 500 around the world:
|Rank||Name||Brand Value % Change (2022-2023)|
BYD, a leading electric vehicle (EV) firm in China, jumped the sharpest. Focused on budget EVs and backed by Warren Buffett, it has become a growing competitor to Tesla, and is the second-largest producer of lithium-ion batteries globally.
Energy firm ConocoPhillips saw the second-largest gain in brand value, driven by its focus on energy transition fuels, cutting production emissions, and lowering supply costs.
Following a series of difficult years for the airline industry, United Airline’s brand value increased 42% as travel demand accelerated.
As the economic landscape continues to shift, the value of these brands will shift as well.
Brand Reputations: Ranking the Best and Worst in 2023
From Patagonia to TikTok, which brands are highly regarded in the eyes of Americans? This visual ranks the brand reputations of 100 companies.
Brand Reputations: Ranking the Best and Worst in 2023
A company’s reputation has become incredibly important in today’s world, where consumers, investors, and stakeholders are more discerning than ever.
That’s why the Axios Harris Poll 100 has been measuring the reputations of the most visible companies in the United States for over two decades. In the graphic above, we’ve visualized the results for 2023, which are based on a survey of over 16,000 Americans from a nationally representative sample.
Data and Highlights
Each company’s score in the ranking is based on nine underlying categories. These are Character, Trajectory, Trust, Culture, Ethics, Citizenship, Vision, Growth, and Products & Services.
The top 10 of the Axios Harris Poll 100 come from a mix of industries including retail, technology, and automotive.
|2023 Rank||Company||Score||Score Category|
Patagonia takes the top spot overall, ranking first in the Character, Trajectory, Ethics, Citizenship, and Products & Services categories. The outdoor clothing brand has many social initiatives, including a self-imposed Earth tax that provides financial support to nonprofit environmental protection groups.
Costco is another highly ranked retailer, snagging first place in the Trust, Culture, and Growth categories. The company is famous for its unique warehouse-style stores, and is growing its international presence. As of June 2023, Costco had 854 locations in total, with 267 outside of the U.S.
If you’ve been keeping count, these two brands have claimed #1 in eight out of the nine underlying categories. The last category, Vision, goes to fast food restaurant chain Chick-fil-A.
In addition to its chicken sandwiches, Chick-fil-A is widely known for its corporate culture of care, where employees are treated more like family than just workers.
Biggest Reputation Drops
Brands that took the biggest reputational hits in 2023 were Taco Bell (-20), Netflix (-20), Target (-21), Chrysler (-22), and Tesla (-50).
Looking closer at Netflix, the company scores “excellent” in Products & Services, but only “good” in terms of Character and Citizenship. It’s possible that the company’s decision to crack down on password sharing may have negatively impacted its reputation.
Tesla took the biggest hit this year, and a closer look at its category scores reveals some interesting takeaways.
|Tesla - Reputation Score by Cateogry|
|Products & Services||Excellent||81.0|
|Tesla - Total Score||Good||74.3|
With an “excellent” score in Products & Services, Vision, and Trajectory, it’s safe to assume that consumers still view Tesla as a pioneer in electric vehicles.
Where the firm has fallen, however, is in Character, Trust, and Citizenship, which may have something to do with public perception of CEO Elon Musk. The outspoken billionaire has become increasingly active on social media in recent years, and this may be rubbing some consumers the wrong way.
Tesla’s reputation may have also taken a hit after it announced significant price cuts in early 2023, which angered many recent buyers that had paid a higher price.
Economy1 day ago
Visualizing the $105 Trillion World Economy in One Chart
Maps4 weeks ago
Mapped: The Safest Cities in the U.S.
Jobs2 weeks ago
The Fastest Growing and Declining Industries in the U.S. (2021-2031P)
VC+5 hours ago
Lifetime VC+ Subscription – One-time Offer Expires Aug 24, 2023
apps4 weeks ago
How Long it Took for Popular Apps to Reach 100 Million Users
Green2 weeks ago
Which Countries Are Most Reliant on Coal?
Green4 weeks ago
Hotter Than Ever: 2023 Sets New Global Temperature Records
Markets1 week ago
The Top Performing S&P 500 Sectors Over the Business Cycle