As it does every year, trend agency Kantar compiles a multi-sector ranking of the world’s most valued brands. To calculate the value of a company and create this index, the prospective firm is interested in the strength of companies and conducts an opinion survey among consumers.
According to Kantar, the most powerful manufacturers are well listed on the stock exchange and have a good economic dynamic. They also manage to hold their own in these times of inflation. “High value-added brands have a high penetration rate. So even when times are tough and consumers have less to spend, they still choose to pay a little more if they feel it’s worth it.”
Top 10
The top ten places in this ranking are occupied by:
• Apple
• Google
• Microsoft
• Amazon
• McDonald’s
• Nvidia
• Visa
• Facebook
• Oracle
• Tencent
No cosmetics brand made it into the top ten.
In the overall ranking, only L’Oréal Paris (#56).
Beauty ranking
The most valued hygiene/beauty companies are:
• L’Oréal Paris
• Lancôme
• Colgate
• Pampers
• Gillette
• Garnier
• Estée Lauder
• Nivea
• Clinique
• Dove
• Maybelline
• Huggies
• Pantene Pro V
• Olay
• Bath & Body Works
To further strengthen its business, Kantar advises brands to develop products with multiple benefits. “Multi-step routines are less and less suited to the current economic climate. Consumers are now open to the added value (not to mention convenience) of combining …
