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Brand Finance has published a list of the most valued brands in France, based on several criteria including brand income and marketing investment. Discover the top 10 strongest brands in the luxury sector.
“Faced with the major humanitarian and societal crisis linked to Covid-19, uncertainty remains when the valuation of assets. Brands have a major role to play in business models and will have to remain relevant to their promise and reason for existing, in particular by their ability to listen and respond to the new expectations of employees, customers and communities. and society (…) ”, it is in these terms that Bertrand Chovet, Managing Director, Brand Finance France, evokes the ranking of the most powerful brands in France, in the current context.
According to the study, the total value of the France 100 brands is 399.8 billion euros, representing 6.4% growth compared to 2019.
Nevertheless, “the performance of French brands is insufficient, since the average brand value progresses faster (+ 6%) than the average Brand Strength (+ 0.6%), demonstrating that French companies are not investing enough in their brand assets vs the growth in activity and the promotion of their business “, even before the health crisis.
All sectors combined, the podium is made up of Total, Orange and Louis Vuitton.
Luxury brands sign good performances
At the same time, the study highlights the good performance of luxury brands which continue to dominate the Top 10 of the most valued French brands, contributing to around 16% of the France 100 ranking in 2020, compared to 12% in 2019.
Louis Vuitton thus reached 3rd place in the ranking by gaining 3 ranks compared to 2019. For its part, Givenchy recorded the strongest growth in brand value (+ 83%) followed by Mercury (+ 64%) and Van Cleef & Arpels (+ 50%).
Another illustration of growth in the Luxury and Premium sector: Hermès reached the top 10 (9th) and Chanel gained 2 places compared to 2019 by becoming 7th.
In the ranking of strong brands, Louis Vuitton becomes 3rd (11th in 2019), behind Elsève, the strongest brand, and L’Oréal.
After Covid-19…
In the current situation, the study also returns to the role that strong brands could play. “(…) Strong brands are a key asset in the business and a major factor of resilience, both at the heart of the crisis and during the resumption of business. This will be all the more true in a context of recession where the confidence factor will be decisive in the decision to choose employees, consumers and investors – of course, on condition that the activity remains effective, “analyzes Brand Finance.
Will brands that have bet on mutual aid and solidarity be rewarded? To this question, the study provides the beginning of an answer: “Tomorrow, brands that have united their audiences through commitments at the heart of their competence will be the most able to anticipate and prevent future changes“.
Within the Luxury & Premium universe, the impact of the Covid-19 pandemic will be more limited in certain sectors (Cosmetics, Wines & Spirits) than in others (Clothing, Hotels).
Read also > CORONAVIRUS : KERING WARNS OF 13% TO 14% REVENUE DROP IN FIRST QUARTER
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Brand Finance has published a list of the most valued brands in France, based on several criteria including brand income and marketing investment. Discover the top 10 strongest brands in the luxury sector.
“Faced with the major humanitarian and societal crisis linked to Covid-19, uncertainty remains when the valuation of assets. Brands have a major role to play in business models and will have to remain relevant to their promise and reason for existing, in particular by their ability to listen and respond to the new expectations of employees, customers and communities. and society (…) ”, it is in these terms that Bertrand Chovet, Managing Director, Brand Finance France, evokes the ranking of the most powerful brands in France, in the current context.
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Brand Finance has published a list of the most valued brands in France, based on several criteria including brand income and marketing investment. Discover the top 10 strongest brands in the luxury sector.
“Faced with the major humanitarian and societal crisis linked to Covid-19, uncertainty remains when the valuation of assets. Brands have a major role to play in business models and will have to remain relevant to their promise and reason for existing, in particular by their ability to listen and respond to the new expectations of employees, customers and communities. and society (…) ”, it is in these terms that Bertrand Chovet, Managing Director, Brand Finance France, evokes the ranking of the most powerful brands in France, in the current context.
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