Kantar BrandZ Top100 2024 : Louis Vuitton, Hermès and Chanel, leading luxury brands

Louis Vuitton is once again the leading luxury brand, ahead of Hermès and Chanel, in the 2024 edition of the Kantar BrandZ Top100. This annual study measures the financial and extra-financial strength of international brands.

 

Louis Vuitton continues to top the Kantar BrandZ Top100 ranking of luxury brands. Taking all categories together, the trunk-maker ranks 12th, just ahead of Hermès, which has climbed from 19th to 17th place in the global ranking.

 

The Kantar BrandZ Top100 global ranking for all categories is dominated by the GAFAMs, with Apple still in pole position, followed by Google and Microsoft. Amazon and Mcdonald close the top 5. This edition shows the growing influence of artificial intelligence, with Nvidia in 6th place worldwide.

 

Since 1998, the Kantar research institute has published its annual BrandZ Top100 report, which measures the financial performance and consumer opinions of brands. The report is based on Kantar BrandZ, the world’s largest brand database. It includes 4.3 million consumer opinions, 21,000 brands in 523 categories and 54 markets.

 

Cumulative valuation of luxury goods up 4% over two years

 

For this 2024 edition, Apple, still the world’s most powerful brand, reaches the $1,000 billion mark. The leading pack remains unchanged, with Google in second place, up 42% year-on-year ($753 billion), and Microsoft in third place (almost $713 billion). American brands dominate the top 5 global stocks, with Amazon and Mcdonalds in fourth and fifth place.

 

Nvidia is making a meteoric rise, with annual growth of +178% to almost $202 billion. This extraordinary dynamism reflects the growing appeal of artificial intelligence, a technology in which the Santa Clara-based IT company is a leader. This enabled the company to move up 18 places to 6th position worldwide. Oracle and Facebook moved up 4 places each. China’s Tencent is the only non-American brand in the global Top 10, ranking tenth in all categories.

 

Kantar BrandZ Top100 Most Valuable Global Brands 2024 © Kantar

 

36 brands saw their values increase, while 4 newcomers or re-entrants to the ranking included fitness clothing specialist, Canadian Lulu Lemon and Corona beer.

 

The real highlight of this latest edition is the fact that the cumulative value of the brands included in the BrandZ Top100 climbs by +20% in one year! All this to reach $8300 billion, a figure that flirts with the all-time peak recorded in 2022 ($8700 billion). The brands’ resilience was underpinned by their judicious use of artificial intelligence.

 

For their part, luxury players see their cumulative valuation grow by +4% over two years (+8% compared to 2023).

 

A luxury triumvirate tested by uncertainty

 

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Victor Gosselin
Victor Gosselin is a journalist specializing in luxury, HR, tech, retail, and editorial consulting. A graduate of EIML Paris, he has been working in the luxury industry for 9 years. Fond of fashion, Asia, history, and long format, this ex-Welcome To The Jungle and Time To Disrupt likes to analyze the news from a sociological and cultural angle.

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