Monday, April 19, 2021Market

BrandZ ranking: Which are the most valuable French brands?

Classement BrandZ : Quelles sont les marques françaises les plus rentables ?

Like every year, Kantar, the forecasting agency, has published its BrandZ ranking of French brands (all sectors included) that have attracted and recruited the most consumers during the year. This edition is all the more anticipated as it is tinged by the health crisis that has been raging since early 2020.

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“Like all countries around the world, France has had a difficult year in 2020. In addition to the human tragedy linked to Covid-19, the economy has been damaged,” introduces Kantar. “But this ranking of the most influential brands shows that French players are often strong global powers.”

It is interesting to look at the top 10 most profitable brands, all sectors combined, which alone represent 236 million euros.
They are, in order:
• Louis Vuitton
•Chanel
•Hermès
•L’Oréal
• Orange
• Lancôme
• Garnier
• SFR
• Carrefour
• Dior
The cosmetics industry is the most important one in the leading group… and especially the L’Oréal group since Lancôme and Garnier are part of the beauty leader’s stable.

The most profitable cosmetic brands:
• L’Oréal
• Garnier
• La Roche-Posay
• Clarins
• Vichy
• L’Occitane
In the overall ranking, only six beauty brands stand out… and almost all of them belong to L’Oréal, except for L’Occitane. These cosmetic brands have recorded some growth despite the pandemic.

For Kantar, several parameters explain this success.
First of all, French brands enjoy a strong international exposure value compared to other countries. Indeed, French cosmetics are a guarantee of quality and prestige.
Secondly, …

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