2023世界品牌500强-106正式版

Global5002023

Theannualreportontheworld'smostvaluableandstrongestbrandsJanuary2023

Contents.

AboutBrandFinance

3

GlobalBrandEquityMonitor

7

Foreword

8

RankingAnalysis

10

BrandSpotlights

31

ADNOC

32

HisExcellencyDr.SultanAhmedAlJaber,UAEMinisterofIndustryandAdvanced

TechnologyandADNOCGroupCEO

DeutscheTelekom

35

UlrichKlenke,ChiefBrandOfficer,DeutscheTelekom

Etisalatbye&

37

HatemDowidar,GCEO,e&

Infosys

41

SumitVirmani,CMO,Infosys

stc

44

Eng.MohammadAbalkhail,VicePresident,CorporateRelations,stc

TCS

46

AbhinavKumar,ChiefMarketing&CommunicationsOfficer–GlobalMarkets,TCS

BrandValueRanking(USDm)

49

Insights

59

WhyShouldIValueMyBrand?

60

AlexHaigh,ManagingDirector,BrandFinanceAsiaPacific

CommunicationsinTimesofCrisis

67

CristinaCampos,ManagingDirector,BrandDialogueSpain

Non-CustomersLikeStrongBrands

68

SavioD'souza,HeadofEMEA,BrandFinance

Importanceofselectiveandeffectiveadvertising

70

AnnieBrown,GeneralManager,BrandFinance

TheBrandFinanceGlobalBrandEquityMonitor(GBEM)–

71

Anindustryleadingbrandevaluationtool

BenBaigrie,Associate,BrandFinance

BrandFinanceresearchfindskeydriversforglobalmediabrands

76

CarineGuillou,ResearchDirector,BrandFinance

SectorReputationAnalysis

81

CarineGuillou,ResearchDirector,BrandFinance

Methodology

83

HowWeValuetheBrandsinOurAnnualRankings

87

ApplyingBrandTrackingandValuationTechniquestoSponsorship

91

BrandStrengthIndexTM:CreatingaScorecardforYourBrand

96

OurServices

101

BrandFinanceGlobal5002023 ©2023Allrightsreserved.BrandFinancePlc. /global2

AboutBrandFinance.

BrandFinanceistheworld'sleadingbrandvaluationconsultancy.

Webridgethegapbetweenmarketingandfinance

BrandFinancewassetupin1996withtheaimof'bridgingthegapbetweenmarketingandfinance'.Formorethan25years,wehavehelpedcompaniesandorganisationsofalltypestoconnecttheirbrandstothebottomline.

Wequantifythefinancialvalueofbrands

Weputthousandsoftheworld’sbiggestbrandstothetesteveryyear.Rankingbrandsacrossallsectorsandcountries,wepublishover100reportsannually.

WeofferauniquecombinationofexpertiseOurteamshaveexperienceacrossawiderangeofdisciplinesfrommarketingandmarketresearch,tobrandstrategyandvisualidentity,totaxandaccounting.

Weprideourselvesontechnicalcredibility

BrandFinanceisacharteredaccountancyfirmregulatedbytheInstituteofCharteredAccountantsinEnglandandWales,andthefirstbrandvaluationconsultancytojointheInternationalValuationStandardsCouncil.

OurexpertshelpedcrafttheinternationallyrecognisedstandardsonBrandValuation–ISO10668andBrandEvaluation–ISO20671.Ourmethodologyhasbeencertifiedbyglobalindependentauditors–AustrianStandards–ascompliantwithboth,andreceivedtheofficialapprovaloftheMarketingAccountabilityStandardsBoard.

GetinTouch.

Forbusinessenquiries,pleasecontact:

RichardHaigh

/company/brand-finance

GlobalManagingDirector

rd.haigh@

Formediaenquiries,pleasecontact:

MichaelJosem

AssociateCommunicationsDirector

m.josem@

Forallotherenquiries:

enquiries@

+442073899400

/brandfinance

/brandfinance

/brandfinance

BrandFinanceGlobal5002023 /global3

RequestyourownBrandValueReport

ABrandValueReportprovidesacompletebreakdownoftheassumptions,datasources,andcalculationsusedtoarriveatyourbrand’svalue.

Eachreportincludesexpertrecommendationsforgrowingbrandvaluetodriveperformanceandoffersacost-effectivewaytogainingabetterunderstandingofyourpositionagainstpeers.

Visit/request-a-valuationoremailenquiries@

BrandValuation

Summary

Brand

StrengthTracking

C

RoyaltyRates

o

n

t

e

Costof

n

CapitalAnalysis

t

s

Customer

ResearchFindings

Insight

Strategy

t

s

Benchmarking

i

f

e

n

e

Education

B

Communication

Understanding

enquiries@ Competitor

Benchmarking

B

Brandirectoryistheworld’slargestdatabaseofcurrentandhistoricalbrandvalues,providingeasyaccesstoallBrandFinancerankings,reports,whitepapers,andconsumerresearchpublishedsince2007.

+Browsethousandsofpublishedbrandvalues

+ Trackbrandvalue,strength,andratingacrosspublicationsandovertime

+ Useinteractivechartstocomparebrandvaluesacrosscountries,sectors,andglobalrankings

+ Purchaseandinstantlyunlockpremiumdata,completebrandrankings,andresearch

Visittofindoutmore.

BrandFinanceGroup.

BrandFinanceInstitute

BrandFinanceInstituteistheeducationaldivisionof

BrandFinance,whosepurposeistocreateandfoster

aprofessionalenvironmentforknowledge-sharingand

networkingamongpractitionersandexpertsinthe

market.BFIorganisesevents,in-companytraining,and

corporateeducationalinitiativesaroundtheworld.Inthe

questformarketingexcellenceandwiththepurpose

toequipthebrandvaluationandstrategypractitioners

withthenecessaryskillsandtools,wehavedeveloped

awiderangeofprogrammesandcertificationsin

collaborationwiththemostcovetedbusinessschools,

universitiesandthoughtleadersinthefield.

BrandDialogue

BrandDialogueisapublicrelationsagencydeveloping

communicationsstrategiestocreatedialoguethatdrives

brandvalue.BrandDialoguehasover25yearsofexperience

indeliveringcampaignsdrivenbyresearch,measurement,

andstrategicthinkingforavarietyofclients,withastrong

backgroundingeographicbranding,includingsupporting

nationbrandsandbrandswithageographicalindication

(GI).BrandDialoguemanagescommunicationsactivities

acrossBrandFinanceGroup'scompaniesandnetwork.

VI360

VI360isabrandidentitymanagementconsultancyworkingforclientsofallsizesonbrandcompliance,brandtransition,andbrandidentitymanagement.VI360providestraightforwardandpracticalbrandmanagementthatresultsintangiblebenefitsforyourbusiness.

BrandFinanceGlobal5002023 /global5

GlobalBrandEquityMonitor

Originalmarketresearchonover5,000brands

38countriesand31sectorscovered

Morethan150,000respondentssurveyedannually

Wearenowinour7thconsecutiveyearconductingthestudy

Visit/consumer-researchoremailenquiries@

enquiries@

GlobalBrandEquityMonitor.

Originalmarketresearchin40countriesandacross31sectorswithover150,000consumersratingover5,000brands.

Tier1

Tier2

Apparel

Automobiles

LuxuryAutomobiles

Banks

Cosmetics&PersonalCare

Food

Insurance

Oil&Gas

Restaurants

Retail&E-Commerce

Telecoms

Utilities

Airlines

LuxuryApparel

Appliances

Beers

LuxuryCosmetics

GeneralRetail

HealthcareServices

Hotels

HouseholdProducts

Logistics

Media

Pharma

RealEstate

SoftDrinks

Spirits&Wine

Technology

Tyres

BrandKPIsandDiagnostics

1.BrandFunnel

Awareness

Haveheardofyourbrand

Familiarity

Knowsomethingaboutyourbrand

Consideration

Wouldconsiderbuying/usingyourbrand

BrandUsage

Quality

Reputation

Loyalty

Closeness

Recommendation(NPS)

WordofMouth

BrandImagery

AdvertisingAwareness

BrandMomentum

BrandFinanceGlobal5002023 /global7

Foreword.

DavidHaighChairman&CEO,BrandFinance

Brandvaluationhelpscompaniesunderstandthevalueoftheirbrandandhowitcontributestotheoverallvalueofthecompany.Thisimportantunderstandingcaninformdecision-makingrelatedtomarketingandbrandingefforts,aswellasprovideabenchmarkforfutureperformance.Itcanalsobeusedtohelpattractinvestorsandsecurefinancing,asastrongbrandcanbeavaluableasset.

Additionally,brandvaluationcanbeusefulintheeventofamergeroracquisition,asitcanhelpdeterminethevalueofthebrandbeingacquired.Overall,brandvaluationhelpsorganisationsunderstandtheworthoftheirbrandandhowitfitsintotheiroverallbusinessstrategy.

Astrongbrandcanleadtoimprovedbusinessreturnsinseveralways.First,astrongbrandcanhelpacompanydifferentiateitselffromitscompetitorsandestablishauniqueidentityinthemarket,whichcanleadtoincreasedcustomerloyaltyandretention.This,inturn,canleadtohighersalesandrevenue.Astrongbrandcanalsohelpacompanycommandahigherpriceforitsproductsorservices,asconsumersarewillingtopaymoreforabrandtheyperceiveashigh-qualityandtrustworthy.Inaddition,astrongbrandcanhelpacompanyattracttoptalent,asemployeesmaybemoreattractedtoworkforawell-knownandreputablebrand.Finally,astrongbrandcanprovideacompanywithacompetitiveadvantageandhelpitweathereconomicdownturnsorindustrydisruptions.

Thisyear,BrandFinancehasinvestedmoreinresearchingandunderstandingcustomerperceptionofbrandsacrosstheworldthaneverbefore,withoriginalresearchtakingplaceindozensofjurisdictionsglobally.Thereportyouarereadingisbasedonthisextensiveoriginalresearch,withthefindingsrepresentingacatalystforfurtherconversations.

Ifyouwanttohelpbuildastrongerbrand,orifyouwanttobetterunderstandthevalueofyourbrand,pleasecontacttheBrandFinanceteamandIanytime.Ilookforwardtotheconversationandhelpingtobuildamoreprofitablefutureforyourbrand.

BrandFinanceGlobal5002023 /global8

Techdownturnslashesbillionsfromvalueofworld’smostvaluablebrands.

Amazonreclaimspositionasworld’smostvaluablebrand,despitelosingUS$51billioninvalue.

BitetakenoutofAppleasitfallstobesecondmostvaluablecommercialbrandintheworld.

Googleremainsthirdmostvaluablebrandwith7%growthandbecomesworld’sstrongestbrand.

BYDisfastestgrowingbrandinranking,up57%tooverUS$10billion.

Techremainsmostvaluableindustry,one-sixthoftop500value.

RetailsectorremainsaboveUS$1trillionthreshold

Bankingsectormakesupthelargestnumberofbrandsinranking.

USAaccountsforover200brandsandhalfoftotalvalueofranking.

BrandFinanceGlobal5002023 /global9

RankingAnalysis.

RankingAnalysis.

Amazonlosesbrandvalue,butbecomestheworld’smostvaluablebrandagain,valuedatUS$299.3billion

Amazonhasretakentopspotastheworld’smostvaluablebranddespiteitsbrandvaluefalling15%thisyearfromUS$350.3billiontoUS$299.3billion.Amazonwaspreviouslytheworld’smostvaluablebrandfrom2018to2020.

Amazon’sbrandhasfallenbyoverUS$50billionthisyear,substantiallyinconnectionwithitsfallinbrandstrength,withitsratingfallingfromAAA+to

asconsumersevaluateitmoreharshlyinthepost-pandemicworld.BrandFinance’sresearchhasfoundthatcustomerperceptionofcustomerserviceatAmazonhasfallen–atthesametimeasdelivery

timeshavelengthened–andinconcertwiththis,consumershavebecomelesslikelytorecommendAmazontoothers.Concurrentwiththeconclusionofpandemicrestrictions,peoplearereturningtoshoppingin-person,slightlymitigatingtheneedforonlineretail.

Atthesametime,Amazonhasfailedtomeetexpectedtargets,withsignificantcostcuttingandlayoffsdepressingitsbrandvalue.Butdespiteitsfallinvaluethisyear,Amazon’sbrandisstillup

36%invaluesincethebeginningoftheCOVID-19pandemic,astheAmazonbrandhasgrowntobecomeadominantplayeracrossmanydifferentsectorsoftheeconomy:onlineretailbrand,cloudcomputing,voice/homeautomation,digitalstreaming(inbothaudioandvideo,complementingitselectronicbookstore).

BrandFinanceGlobal5002023 /global11

AmazonhasreturnedtothetopoftheglobalbrandleaderboardbyovertakingApple.OurresearchhasfoundthatAmazon’sbrandvaluecomesfromitsstrongpositioninbothB2CandB2Bsectorsoftheeconomy,asitisakeyglobalmarketleaderinthemassivemarketsofbothonlineretailandonlinecloudcomputingservices.

Despitealreadyhavingtheworld’smostvaluablebrand,itiscontinuingtoexpandintonewverticalssuchasbricksandmortarretailing,acquisitionoffilmstudios,andpaymentprocessing.Further,withAmazon’sfullonlineretailservicesavailableinjust18nations,thereremainsfurtherscopetoexpanditsgeographicreach.

DavidHaigh

Chairman&CEO,BrandFinance

TheAmazonbrandhavebecomeintegralpartsofmanypeople’slives,buildingbrandloyaltyandreflectedinitsreturntothetopofBrandFinance’sGlobal500ranking.

DriversofChange-Amazon

©BrandFinancePlc2023

2022

2022StartValue

US$350.3bn

BrandStrength

BrandStrengthfall-USD$41.2bn

BusinessPerformance

Businessperformancegain

+US$3.9bn

ExternalChanges

Externalchanges

-US$13.7bn

2023

2023EndValue

US$299.3bn

0

50bn

100bn

150bn

200bn

250bn

300bn

350bn

400bn

BrandFinanceGlobal5002023 /global12

Rankinganalysis.

TheWorld'sTop25MostValuableBrands

©BrandFinancePlc2023

122

211

303404

505

US$299.3bn

US$297.5bn

US$281.4bn

US$191.6bn

US$113.8bn

-14.6%

-16.2%

+6.8%

+4.0%

+1.7%

6

06

7

28

8

2

10

9

2

28

10

218

US$99.7bn

US$69.5bn

US$67.4bn

US$66.2bn

US$65.7bn

-7.1%

-7.4%

-3.2%

+43.9%

+11.4%

11

217

12

111

13

220

14

17

15

216

US$62.9bn

US$62.7bn

US$61.1bn

US$59.0bn

US$58.8bn

+4.6%

-4.4%

+8.4%

-41.7%

-2.2%

16

115

17

114

18

229

19

112

20

113

US$58.8bn

US$57.7bn

US$53.4bn

US$52.5bn

US$50.2bn

-3.2%

-7.0%

+16.9%

-18.3%

-19.3%

21232

22226

23119

24230

25123

US$49.7bn

US$49.6bn

US$49.5bn

US$48.4bn

US$48.2bn

+15.9%

+5.5%

-13.2%

+7.0%

-3.4%

BrandFinanceGlobal5002023 /global13

Rankinganalysis.

BitetakenoutofAppleasitfallstobesecondmostvaluablebrandintheworld

Applehasfallentobetheworld’ssecondmostvaluablebrandwithitsbrandvaluefalling16%fromUS$355.1billiontoUS$297.5billion,tomovefromslightlyaboveAmazon’sbrandvaluetonowbeslightlybehindAmazon’sbrandvalue.

Thisyear’sfallinbrandvaluerelatestoafallinforecastrevenueasadisruptedgoodssupplychainandaconstrainedlabourmarketareexpectedtolimitsupplyofitsmarqueehardwareproducts.

Despitethesechallenges,Applecontinuestoinnovate,investinlong-termgrowthplans,andexpanditsofferingintoabroaderrangeofservices.

Thisextensionofitsbrandfurtherdiversifiesitssuiteofproductsbeyonditsmostsuccessfulproduct,theiPhone.

PowerfulcustomerloyaltyandacontinuedstrongcustomerresponsetoproductsandservicessuchastheAppleWatch,AirTagsandApplePaysawtheinstalledbaseofactiveAppledeviceshitanall-timehighin2022.

Top5GrowthovertimebyValue

©BrandFinancePlc2023

•Amazon

•Apple

•Google

•Microsoft

•Walmart

400k

300k

200k

100k

0

2014

2015

2016

2017

2018

2019

2020

2021

2022

2023

BrandFinanceGlobal5002023 /global14

Applecontinuedtodemonstrateitsunderstandingoftheimportanceofbrandequity,furtheremphasisingitsESGeffortsandcommitmenttocustomerprivacyandsecurity.

Byintroducingnewsecuritymeasures,Appleintroducedend-to-endencryptionofiCloudstorage,furthermitigatingtheriskofuserinformationbeingaccessedbythirdparties.Applealsodoubleddownonitsenvironmentalcommitments,withtheambitiontocreatecarbonneutralproductsby2030andseekingtoreducetheenvironmentalimpactofitsproducts.

Googleremainsthirdmostvaluablebrand

Google(brandvalueup7%toUS$281.4billion)retainsitspositionastheworld’sthirdmostvaluablebrand.Witha7%increaseinbrandvalueyear-on-year,GoogleisvaluedatUS$281.4billionasitcontinuestogrowandexpandintonewproductsandservicesoverthepastyear.

ThebrandhasexpandeditstechnologicalcapabilitiesvastlyoverthespanoftheyearwithitsexistingproductofferingsincludingGoogleWallet,GooglePixelandGoogleCloudbyoptimisingtheseproductswithnewartificialintelligenceandvirtualrealityfeatures.

TheGooglePixelphonelineinrecentyearshasswitchedtoGoogle-designedTensorsystems-on-a-chipwhichaspiretointegratemachinelearningandartificialintelligencewithitsconsumerhardwaredeployments.

Inadditiontorollingoutnewproductsandservices,Googlecontinuestocommunicateaboutthebrand’ssustainabilityinitiativesacrosstheworld.Thebrandhasbeenactivelyinvolvedinworkingtowardstacklingclimatechangeandhaslaunchedprojectstoaccelerateclimateaction,investingeffectively

intechnologythatenablestheorganizationanditscustomerstomakesustainablechoices.

Forinstance,Googlehasannouncedastrongcommitmenttoclimate-consciousdatacentrecoolingandisaimingtooperateentirelyoncarbonfreeenergyby2030.

BrandFinanceGlobal5002023 /global15

Rankinganalysis.

Alphabetownsworld’sstrongestandsecond-strongestbrandsinGoogleandYouTube

Inadditiontocalculatingbrandvalue,BrandFinancealsodeterminestherelativestrengthofbrandsthroughabalancedscorecardofmetricsevaluatingmarketinginvestment,stakeholderequity,andbusinessperformance.CompliantwithISO20671,BrandFinance’sassessmentofstakeholderequityincorporatesoriginalmarketresearchdatafromover150,000respondentsin40countriesandacross31sectors.

Inbrandstrength,AlphabetInc,theparentcompanyofbothGoogleandYouTubeachieved

rareone-tworankingwiththeworld’sstrongestbrandGoogleearningabrandstrengthindexscoreofjustover93,andYouTube(brandvalueup24%toUS$29.7billion)earningabrandstrengthindexscoreofjustunder93.ThosetwobrandsbothearnedtheeliteAAA+brandrating,alongwithtenotherbrandsfromacrosstheworld.

YouTube'sbrandhasstrengthenedthisyearonaccountofimprovedfamiliarity,recommendationandconsideration,withincreasingnumbersofcustomerscomingtorelyonitasasourceofnews,entertainment,educationandinformation.

TheYouTubebrandcontinuestoupdateitsvariousproductapplicationswithnewfeatures,althoughitspremiummusicserviceenduressignificantdifficultywithlowsubscriptionratesinsomemarkets.

YouTubeisincreasinglybuildinganofflinebrandinadditiontoitsverylargeonlinepresence,witheventssuchasthetenthiterationoftheYouTubeFanfestwhichwashostedrecentlyinSingapore.

Additionally,thetechgiantisconstantlyworkingonimprovingthenewuserexperienceandbuildinginterfaceenhancementsforthemobileapplication.Byrevisingitsuserexperience,YouTubeisbuildingabrandwhichconstantlyenhancesitsservicesandisresponsivetothechangingneedsofitstargetaudience.

BrandFinanceGlobal5002023 /global16

Rankinganalysis.

TheWorld'sTop25StrongestBrands

©BrandFinancePlc2023

123

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23223/411

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1

93.2

-0.1

92.7

-0.5

91.7

+2.9

91.6

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91.3

+1.1

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27

7

211

8

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9

228

10

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14

90.8

+2.5

90.7

+0.7

90.7

-0.2

90.2

+1.9

89.9

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13

2

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18

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2

20

#

89.8

+0.4

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-3.7

89.4

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88.8

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239

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BrandFinanceGlobal5002023 /global17

Rankinganalysis.

BYD(brandvalueup57%toUS$10.1billion)isthefastestgrowingbrandintheBrandFinanceGlobal5002023rankings,followedcloselybyAmericanoilandgasbrandConocoPhillips(brandvalueup56%toUS$8.9billion)Maersk(brandvalueup53%toUS$7.4billion),andLinkedIn(brandvalueup49%toUS$15.5billion).

BYD’sbrandvalueasanelectricvehiclemarqueisgrowingsubstantiallyinconnectionwithsalesintheworld’slargestelectricvehicle(EV)market,China.

Despitesubstantialdisruptionsfrompandemiclockdowns,supplychaindisruptionsandevenelectricityshortages,BYDisdominatingthismarketasconsumersflocktoaffordableBYDvehicles.Withitsstrongfocusonthebudget/economyEVmarketasitnolongersellsinternalcombustioncars,theBYDbusinessislaunchingnewbrandsintheChinesemarketasitseekstoexpandtomoreaffluentcustomers.Meanwhile,theBYDbrandisexpectedtoexpandgeographicallywithastrongfocusongrowthintoEurope.

BrandValueChange2022-2023(%) ©BrandFinancePlc2023

57%

56%

53%

49%

46%

44%

44%

42%

42%

40%

-38%

-38%

-37%

-33%

-30%

-30%

-42%

-44%

-43%

-56%

BrandFinanceGlobal5002023 /global18

Rankinganalysis.

BYDcontinuesthestronggrowththathasseenitasoneoftheworld’sfastest-growingbrandsforseveralyearsnow.RankedamongtheleadingelectricvehiclemanufacturersonthebasisofitsChinesedominance,itisnowexpandinggeographically–whichopensupfurtherroomforgrowth.

DavidHaigh

Chairman&CEO,BrandFinance

ConocoPhillipsisthesecond-fastestgrowingbrandafteranimpressiveyearinwhichitcontinuedtomeetglobalenergyneeds.

Ithasincreaseditsfocusonvaluableenergytransitionfuels,particularlyconcentratingonlowcost-of-supplyandlowgreenhousegasproduction,puttingtheminastrongpositionasthebrandcontinuestomoveforwardintheindustry.

Maersk’sbrandvaluegrewasdemandforitsservicesremainedveryhighthisyear.Oceanfreightshippingratescontinuedtoincrease,althoughitappearsthatfreightrateshavepeakedandstartedtosubside.Whilesupplychaincongestionislikelytodissipatewithpricesnormalising,Maerskremainsinastrongpositiontosatisfydemandthathasgoneunmetwithrecentheightenedprices.

Thefourth-fastestgrowingbrand,LinkedIn,grewinconnectionwithitsimprovedstandingasarecruitmentandnewsadvertisingtool.Globally,itisbuildingaverystrongpositionamongstprofessionalwhite-collarusersasadominanttoolinthissector.

Otherfast-growingbrandswereintheairlineindustrywithdemandentirelyrecoveredafterthepandemic.UnitedAirlines(brandvalueup42%toUS$7.8billion)andAmericanAirlines(brandvalueup36%toUS$8.5billion)arethefastest-growingairlinesintheGlobal500ranking.

Intheautomotivesector,theAmericanbrandTesla(brandvalueup44%toUS$66.2billion)soldthemostelectriccarsgloballyin2022,whichcontributedtoitsstatusasoneoftheranking’sfastestgrowingbrands.ObserversofTesla’ssharepriceoverthelastfewmonthsmaybesurprisedbyitsresultinourtablethisyear,howeveritremainsoneofthelowestbrandvaluesinproportiontooverallbusinessvalue,atonly16.8%,incomparisontoMercedes-Benzat32.1%attimeofpublication.

Otherbrandsmaybegettingintogeartocompetewiththepre-eminentEVproducer,butthepublicstillseesTeslaassignificantlymoreinnovativeandsustainableinBrandFinance’sGlobalBrandEquityMonitorstudy,afactthatoutweighsthelatestheadlinesaboutTesla’smercurialCEO.

Elsewhere,theestablishedtraditionalEuropeanautomotivebrandssuchasRenault(brandvaluedown33%toUS$6.0billion)andVolvo(brandvaluedown38%toUS$8.8billion)wereamongstthefastest-fallingbrandsintheranking.

BrandFinanceGlobal5002023 /global19

Rankinganalysis.

ThebiggestdeclinesinbrandvalueoftherankingareA(brandvaluedown56%toUS$10.0billion)andTmall(brandvaluedown44%toUS$27.4billion).Chinesee-commercegiantAhaslostmorethanhalfofitsbrandvalueovertheyear.

Similarly,business-to-consumere-commerceplatformTmalllost44%ofitsbrandvalueoverthesametimespan.

Thee-commercesectorinChinawasimpactedsignificantlyduringtheCOVID-19crisisduetostrictlockdownguidelineswhichcausedmajordisruptionsinbusinessoperationsnationallyandinternationally.

Thebrandsalsofacerisingcompetitioninthesectorandthushavelostmarketshare.Duetoafallinsales,Aalsohadlaidoffnearly10,000employeestoreduceitsexpenses.

3YearChangeinBrandValue

©BrandFinancePlc2023

433%

379%

264%

230% 224%

214%

167% 151%

128%

121%

-48%

-48%

-47%

-47%

-45%

-42%

-39%

-39%

-38%

-36%

BrandFinanceGlobal5002023 /global