Brands

Ranked: The Top 100 Brands by Value in 2023

Published

2 weeks ago

July 24, 2023

Dorothy Neufeld

Graphics/Design:

Joyce Ma

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Ranked: The Top 100 Brands by Value in 2023

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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
1	Amazon	$299.3	U.S.	Retail
2	Apple	$297.5	U.S.	Tech
3	Google	$281.4	U.S.	Media
4	Microsoft	$191.6	U.S.	Tech
5	Walmart	$113.8	U.S.	Retail
6	Samsung Group	$99.7	South Korea	Tech
7	ICBC	$69.5	China	Banking
8	Verizon	$67.4	U.S.	Telecoms
9	Tesla	$66.2	U.S.	Automobiles
10	TikTok/Douyin	$65.7	China	Media
11	Deutsche Telekom	$62.9	Germany	Telecoms
12	China Construction Bank	$62.7	China	Banking
13	Home Depot	$61.1	U.S.	Retail
14	Facebook	$59.0	U.S.	Media
15	State Grid	$58.8	China	Utilities
16	Mercedes-Benz	$58.8	Germany	Automobiles
17	Agricultural Bank Of China	$57.7	China	Banking
18	Starbucks	$53.4	U.S.	Restaurants
19	Toyota	$52.5	Japan	Automobiles
20	WeChat	$50.2	China	Media
21	Moutai	$49.7	China	Spirits
22	AT&T	$49.6	U.S.	Telecoms
23	Disney	$49.5	U.S.	Media
24	Allianz Group	$48.4	Germany	Insurance
25	Shell	$48.2	UK	Oil & Gas
26	Instagram	$47.4	U.S.	Media
27	Bank of China	$47.3	China	Banking
28	Costco	$46.6	U.S.	Retail
29	Aramco	$45.2	Saudi Arabia	Oil & Gas
30	Ping An	$44.7	China	Insurance
31	Huawei	$44.3	China	Tech
32	China Mobile	$43.4	China	Telecoms
33	BMW	$40.4	Germany	Automobiles
34	accenture	$39.9	U.S.	Tech
35	Oracle	$39.6	U.S.	Tech
36	Bank of America	$38.6	U.S.	Banking
37	Tencent	$38.1	China	Media
38	UnitedHealthcare	$37.1	U.S.	Healthcare Services
39	McDonald's	$36.9	U.S.	Restaurants
40	Porsche	$36.8	Germany	Automobiles
41	NTT Group	$36.6	Japan	Telecoms
42	UPS	$35.4	U.S.	Logistics
43	Mitsubishi Group	$35.0	Japan	Automobiles
44	Marlboro	$34.7	U.S.	Tobacco
45	Deloitte	$34.5	U.S.	Commercial Services
46	American Express	$34.1	U.S.	Commercial Services
47	Volkswagen	$34.0	Germany	Automobiles
48	Coca-Cola	$33.5	U.S.	Soft Drinks
49	Wells Fargo	$33.0	U.S.	Banking
50	CSCEC	$31.9	China	Engineering & Construction
51	J.P. Morgan	$31.8	U.S.	Banking
52	Lowe's	$31.6	U.S.	Retail
53	Chase	$31.3	U.S.	Banking
54	Nike	$31.3	U.S.	Apparel
55	Mitsui	$30.7	Japan	Engineering & Construction
56	CVS	$30.6	U.S.	Retail
57	Citi	$30.6	U.S.	Banking
58	Taobao	$30.5	China	Retail
59	Wuliangye	$30.3	China	Spirits
60	YouTube	$29.7	U.S.	Media
61	PetroChina	$29.6	China	Oil & Gas
62	VISA	$29.6	U.S.	Commercial Services
63	FedEx	$28.9	U.S.	Logistics
64	Xfinity	$28.8	U.S.	Telecoms
65	Target	$27.6	U.S.	Retail
66	Tmall	$27.4	China	Retail
67	Hyundai Group	$27.3	South Korea	Automobiles
68	Sinopec	$27.1	China	Oil & Gas
69	Tata Group	$26.4	India	Engineering & Construction
70	Louis Vuitton	$26.3	France	Apparel
71	IBM	$26.2	U.S.	Tech
72	EY	$25.7	UK	Commercial Services
73	PWC	$25.3	U.S.	Commercial Services
74	Mastercard	$24.8	U.S.	Commercial Services
75	China Merchants Bank	$24.5	China	Banking
76	Honda	$24.2	Japan	Automobiles
77	Netflix	$24.2	U.S.	Media
78	Cisco	$23.9	U.S.	Tech
79	Sumitomo Group	$23.9	Japan	Trading Houses
80	Spectrum	$23.3	U.S.	Telecoms
81	Uber	$23.3	U.S.	Mobility
82	Intel	$22.9	U.S.	Tech
83	Dell Technologies	$22.6	U.S.	Tech
84	SK Group	$22.5	South Korea	Telecoms
85	Nestlé	$22.4	Switzerland	Food
86	Ford	$22.3	U.S.	Automobiles
87	TSMC	$21.6	Taiwan	Tech
88	Walgreens	$21.6	U.S.	Retail
89	Siemens Group	$ 21.4	Germany	Engineering & Construction
90	LG Group	$21.3	South Korea	Tech
91	SAP	$21.1	Germany	Tech
92	TotalEnergies	$20.7	France	Oil & Gas
93	TD	$20.4	Canada	Banking
94	Optum	$20.1	U.S.	Healthcare Services
95	Elevance Health (formerly Anthem)	$19.9	U.S.	Healthcare Services
96	HSBC	$19.9	UK	Banking
97	CREC	$19.8	China	Engineering & Construction
98	CHANEL	$19.4	France	Apparel
99	General Electric	$19.3	U.S.	Engineering & Construction
100	Salesforce	$19.1	U.S.	Tech

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)
1	Tech	19.4%	$891.2
2	Retail	15.0%	$690.0
3	Media	14.0%	$645.2
4	Banking	10.2%	$467.4
5	Automobiles	8.6%	$397.3
6	Telecoms	7.3%	$334.6
7	Commercial Services	3.8%	$174.0
8	Oil & Gas	3.7%	$171.0
9	Engineering & Construction	3.3%	$149.5
10	Insurance	2.0%	$93.0
11	Restaurants	2.0%	$90.3
12	Spirits	1.7%	$80.0
13	Healthcare Services	1.7%	$77.1
14	Apparel	1.7%	$77.0
15	Logistics	1.4%	$64.3
16	Utilities	1.3%	$58.8
17	Tobacco	0.8%	$34.7
18	Soft Drinks	0.7%	$33.5
19	Trading Houses	0.5%	$23.9
20	Mobility	0.5%	$23.3
21	Food	0.5%	$22.4

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)
1	BYD	57%
2	ConocoPhillips	56%
3	Maersk	53%
4	LinkedIn	49%
5	Christian Dior	46%
6	Tesla	44%
7	ADP	44%
8	United Airlines	42%
9	Instagram	42%
10	Equinor	40%

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.

Where does this data come from?

Source: Brand Finance Global 500 Report

Important note: The values shown above are brand value calculations as opposed to market capitalization. See below for more details.

How is brand value calculated? Generally speaking, the methodology for calculating “brand value” is a formula that is as follows:

Brand Strength (BSI) x Brand Royalty Rate x Brand Revenues = Brand Value

Brand Strength Index (BSI) looks at brand investment, brand equity, and brand performance. The brand royalty rate is determined based on sector. Lastly, forecast brand-specific revenues are determined based on the proportion of parent company revenues attributable to the brand in question. Brand value itself is discounted to net present value.

We recommend visiting page 83 of the report to view the full explanation of the methodology.

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Business

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.

Published

1 month ago

July 5, 2023

Marcus Lu

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
#1	Patagonia	83.5	Excellent
#2	Costco	82.1	Excellent
#3	John Deere	82.0	Excellent
#4	Trader Joe's	81.7	Excellent
#5	Chick-fil-A	81.4	Excellent
#6	Toyota	81.0	Excellent
#7	Samsung	81.0	Excellent
#8	Amazon	80.7	Excellent
#9	USAA	80.6	Excellent
#10	Apple	80.6	Excellent

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
Category	Score Classification	Score
Character	Fair	69.3
Trajectory	Excellent	80.0
Trust	Fair	69.1
Culture	Good	70.5
Ethics	Good	71.3
Citizenship	Fair	68.1
Vision	Excellent	80.5
Growth	Very Good	78.8
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.