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Brand Finance<\/strong>, the world’s leading independent brand valuation and consultancy firm, published its ranking of French brands for 2024 on Monday May 27.<\/strong> 96 of the brands in the ranking saw their value increase, while 50 others fell, and four new brands entered the ranking.<\/p>\n <\/p>\n The report, entitled Brand Finance France 2024<\/strong>, reveals that the total value of the 150 biggest French brands has reached 507 billion euros<\/strong>, an increase of 33 billion euros<\/strong> on 2023. This 7%<\/strong> growth follows a 17%<\/strong> increase observed between 2022 and 2023, marking a relative slowdown in the increase in the valuation of French brands.<\/p>\n <\/p>\n In terms of dollar growth, French brands saw their value increase by 6%, outperforming Germany (+5%) and the UK (-1%).<\/strong><\/p>\n <\/p>\n However, the average Brand Strength Index for the 150 French brands fell slightly by 0.6 points<\/strong>, in contrast to Germany, which rose by 0.1 points, while the UK fell by 0.4 points.<\/strong><\/p>\n <\/p>\n \u201cWhile all of the 150 most valued brands increased their brand value, the decline in Brand Strength for French brands is worrying,\u201d<\/em> said Bertrand Chovet<\/strong>, Managing Director of Brand Finance France. \u201cThis demonstrates a gradual erosion in the competitiveness of French brands. While this remains dependent on each business category, it demonstrates a slowdown in brand investments, a deterioration in brand image and therefore in the performance of major French brands in relation to global competition.\u201d<\/em><\/p>\n <\/p>\n <\/p>\n The main French sectors show varied performances in terms of brand value trends. Clothing, which includes leather goods and jewelry<\/strong>, remains the most highly valued sector, accounting for 21.9%<\/strong> of total brand value in the ranking, with a 16%<\/strong> increase and a concentration on 10 brands, 5 of which feature in the Top 10.<\/p>\n <\/p>\n\n <\/p>\n Retail and cosmetics<\/strong>, with 15 brands each, account for 9.3% and 8.2%<\/strong> of the ranking’s value. The banking sector<\/strong>, up 11%,<\/strong> includes 10 brands for 7.3%<\/strong> of total value, while engineering and construction<\/strong>, with 9 brands, account for 6.7%<\/strong> of total value.<\/p>\n <\/p>\n On the other hand, business services grew by 21%, followed by automotive (+19%) and technology (+14%).<\/strong><\/p>\n <\/p>\n <\/p>\n Louis Vuitton<\/strong>, the flagship brand of the LVMH group, remains the most valuable French brand for the third year running<\/a>, with a brand value of 30.1 billion euros, up 19% (to 25% in 2023).<\/strong> Its Brand Strength reaches 86.9, points, up 0.6 points (after a 1.5 point drop in 2023),<\/p>\n <\/p>\n The brand has indeed extended its cultural footprint with events such as the Spring-Summer 2024 Homme fashion show, where Pharrell Williams<\/strong> used the Pont-Neuf as a catwalk, surpassing a record 1.1 billion views on social networks.<\/p>\n <\/p>\n Another luxury star, Chanel<\/strong>, now the second most valuable brand, saw its value rise by 30% to 24.3 billion euros<\/strong>. The brand has moved up 6 places compared to 2023. It has a Brand Strength of 88.8, a sharp rise of 5.5 points, due to higher scores on ESG metrics (responsibility indices) and sharply higher brand performance scores.<\/p>\n <\/p>\n Orange<\/strong> holds on to third place, up 7%, while TotalEnergies<\/strong> falls two places. EDF<\/strong> re-enters the top 10 with an increase of 18%. Herm\u00e8s, Axa, Airbus and Cartier<\/strong> complete the top 10 with increases of 14%, 1%, 9% and 5% respectively. Meanwhile, Edenred<\/strong>, the payment systems specialist, posted the most impressive increase with a rise of 45%, reaching a valuation of 1.2 billion euros and ranking 82nd.<\/p>\n <\/p>\n <\/p>\n Brand Finance uses the Global Brand Equity Monitor<\/strong> to calculate the Sustainability Perceptions Index (SPI).<\/strong> This tool determines the role of sustainability in consumer choices, identifies the brands perceived as most committed to sustainability, assesses the proportion of brand value attributable to sustainability perceptions (VPD)<\/strong> and, finally, estimates the value at risk or moving up the rankings based on the gap between sustainability perceptions and actual performance.<\/p>\n <\/p>\n Thus, Louis Vuitton has the highest sustainability perception value at 3.6 billion euros<\/strong>, followed by Chanel, Herm\u00e8s, Dior and Cartier.<\/p>\n <\/p>\n Chanel, with its net-zero plan for 2040<\/strong>, has the highest positive gap at 696 million euros<\/strong>, thanks to investments in its Sustainability Academy<\/strong> and better communication of its sustainability initiatives.<\/p>\n <\/p>\nFrench know-how<\/h2>\n
Louis Vuitton still in the lead<\/h2>\n
Sustainability valued<\/h2>\n
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