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Tuesday, July 5, 2022Market

Kantar BrandZ ranking: which are the most valuable brands in the world?

Classement Kantar BrandZ : quelles sont les marques les plus prisées au monde ?

Kantar, a trend research firm, has just unveiled its 2022 edition of the BrandZ ranking. This evaluation aims to highlight the most valuable manufacturers. To do so, Kantar takes into account both the economic strength of the company and the consumers’ opinion of it.

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The BrandZ ranking is multi-sector. “Our goal is to show who are the players whose financial system is effective and who also make a difference in the minds of the general public. It is by combining this data that we get to know which brands are delivering value.”

Top 10

The top ten places in this ranking are occupied by:
• Apple
• Google
• Amazon
• Microsoft
• Tencent
• McDonald’s
• Visa
• Facebook
• Alibaba
• Louis Vuitton

The overall ranking includes 100 brands in total. Only two cosmetic players are included: L’Oréal Paris (#50) and Lancôme (#87).

Focus on beauty

Kantar then took a closer look at each sector, especially the skincare and hygiene sector. The firm has drawn up the top 15 most valued brands.
They include:
• L’Oréal Paris
• Lancôme
• Pampers
• Colgate
• Gillette
• Estée Lauder
• Garnier
• Clinique
• Shiseido
• Dove
• Nivea
• Bath & Body Works
• Huggies
• Maybelline
• Pantene Pro V

“In this ranking, we see that there is a fading between the ‘mass’ and prestige players. This can be explained by the fact that mass-market skincare products are as good as, …

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