2024年最具价值的全球品牌（英）

MOST

VALUABLEGLOBAL

BRANDS2024©Kantar2024WELC

OME03

—

INFOGRAPHIC04

—

WELCOME07

—

WHAT

IS

KANTAR

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SPECTIVE

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U

CTION

&

ANALYSIS13

—

OVERVIEW15

—

KEY

RESULTS16

—

STOCK

PORTFOLIO17

—

MOSTVALUABLEGLOBAL

BRANDS202419

—MAJORTRENDS7RE

S

O

URCE

S53—

WHATIS

THEBLUEPRINT

FORBRAND

GROWTH?57—

RATIONAL

ANDEMOTIVE

CONNECTIONS59

—

WHYDIFFERENCEMATTERS

FOR

B2B

MARKETERS64

—

EMOTIVEBRAND

POSITIONING69—

TURN

TO

THELEFT,TURN

TO

THERIGHT?72—MAYBESHE’S

BORN

WITH

IT:

MAYBEIT’SSTRONGBRANDING76—REDEFINING

CUSTOMER

EXPERIENCE80

—

OUTOF

SIGHT,OUT

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MIND84

—

AIRBNB’SSTRATEGYFOR

GROWTH

BEING

PRESENT87

—

HOW

SAMSUNGHASCONTINUED

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TO

REMAINASTRONGBRAND90

—

IDENTIFYOPPORTUNITIES

TO

GROW95

—

THE

CATEGORYOVERVIEW98

—

ALCOHOL106

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APPAREL113—AUTOMOTIVE120—BUSINESSTECHNOLOGY

AND

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PLATFORMS127

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CONSUMERTECHNOLOGY

AND

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FAST

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SERVICES148—FOODAND

BEVERAGES155

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LUXURY162

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MEDIAANDENTERTAINMENT169

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PERSONAL

CARE176—

RETAIL183

—

TELECOM

PROVIDERS209—

BRANDVALUATION

METHODOLOGY213—REPORTS&

PUBLICATIONS214—ABOUT

US216—OUR

BRAND

EXPERTS224

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KANTAR

BRANDZTEAM226

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CONTACT

US26

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THEMACROECONOMY

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THEPIVOTAL

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—

GREENWASHING40

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—

NEWCOMERSAND

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—

TOP

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—

FROM

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—

AB

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INFOSYS200—

MASTERCARD203

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P&G206

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ATE

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ORYFO

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Kantar

2024

|

2MEDIA

AND

ENTERTAINMENT$1,347,214FAST

FOOD$392,025CONSUMER

TECHNOLOGYAND

SERVICES

PLATFORMS$1,238,544FINANCIAL

SERVICES$803,942LUXURY$356,936ALCOHOL$232,743APPAREL$180,485AUTOMOTIVE$210,176RETAIL$631,571FOOD

AND

BEVERAGES$288,037PERSONAL

CARE$174,35751

SAMSUNG52

SPECTRUM53

SERVICENOW54

XBOX55

AMERICANEXPRESS56

L’ORÉALPARIS57

MERCADOLIBRE58

HAIER59

J.P.MORGAN60

UNITEDHEALTHCARE61

UBER62

CHASE63

CHINAMOBILE64

RBC65

WELLSFARGO66

TOYOTA67

ICBC68

SIEMENS69

BCA70

ZARA71

HUAWEI72

LOWE’S73

AIRTEL74

INFOSYS75

KFC76

GUCCI77

TD78

EXXONMOBIL79

PAYPAL80

BMW81

DELLTECHNOLOGIES82

COMMBANK83

MERCEDES-BENZ84

REDBULL85

FEDEX86

IKEA87

NTT88

VMWARE89

SONY90

PING

AN91

ALDI92

LULULEMON93

VODAFONE94

PINDUODUO95

BUDWEISER96

NONGFU

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BANKOF

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HSBC99

DHL100

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MCONSUMERTECHNOLOGYANDSERVICES

PLATFORMS+66%$84,821

MBUSINESSTECHNOLOGYANDSERVICES

PLATFORMS+61%$20,369MRETAIL+60%$55,670

MBUSINESSTECHNOLOGYANDSERVICES

PLATFORMS+58%$145,498

MBUSINESSTECHNOLOGYANDSERVICES

PLATFORMS+53%1234567891011121314151617181920212223242526272829303132333435363738394041424344454647484950BUSINESS

TECHNOLOGYAND

SERVICES

PLATFORMS$2,336,695BRAND

VALUE(US$

M)

BRAND

VALUE

CHANGE2024

VS

.

2023$201,840MBUSINESSTECHNOLOGYANDSERVICES

PLATFORMS+93%4$20,369$19,5632024

MOSTVALUABLEGLOBAL

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MMEDIAANDENTERTAINMENT+79%THE

TOP

100

MOST

VALUABLE

GLOBAL

BRANDSNEWCOMERS

&

RE-ENTRANTSCATEGORY

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FOR

TOP

10020062024$135,215

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VALUE

CHANGE2024

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2023$70,408MBUSINESSTECHNOLOGYANDSERVICES

PLATFORMS$51,860

MBUSINESSTECHNOLOGYANDSERVICES

PLATFORMS$21,024$20,616TOP

10RISERS+178%$166,751

MMEDIAANDENTERTAINMENTTHE

TOP

10+74%+71%©

Kantar

2024BRAND

VALUE(US$

M)BRAND

VALUE(US$

M)BRAND

VALUE(US$

M)$1,015,90020242023$201,840$145,498$753,474$188,929$576,622$712,883$221,902$166,751$50,277$39,759$19,043$21,505$23,138

+16%

+15%

+12%+178%+30%+58%+79%+42%+23%A

lotofthecreditforthisturnaroundshould

goto

theworld’stoptech

brands,who

havecontributed$1.2trillionoftheTop

100’s$1.4trillion

growthversus

last

year.

Thisreinvigorated

tech

contingent

is

once

again

led

by

Apple,which

this

year

becomes

the

first

ever

brand

to

cross$1trillion

in

brandvalue–astaggering

achievement.There’s

plentytocheer

inthevast

brand

landscape

beyond

SiliconValleytoo.Thisyear’sTop

100features

a

diversearray

of

brands

charting

routes

to

exceptional

growth:fromAldiand

Lowe’s

in

Retail,to

Lululemonand

Zara

inApparel

to

name

just

a

few

of

the

brands

managing

tooutpace

the

robust

growth

of

the

ranking

as

a

whole.Ifthere’sonethingtheworld’sstrongest

brands

have

incommon,

it’san

unwillingnessto

restontheir

laurels.Today’stop

brands–and

brand

marketingteams–

arealways

lookingtoaccelerategrowth,whetherthat

meansleveraging

insights

to

raise

creative

work

from

good

togreat;finding

new

ways

to

show

up

impactfully

along

thepath

to

purchase;or

pursuing

breakthrough

innovationsthat

find

new

spaces

beyond

the

bounds

of

theirpre-existingcategories.All

of

these

value-boosting

activities

work

best,

webelieve,when

married

to

enduring,distinct,emotionallyresonant

brand

identities.This

isaconvictionthat

hasnow

beentested,

modelled,andcodified

in

Kantar’sallnew

Blueprint

for

Brand

Growth.We’re

particularlyexcitedaboutthiswork.

Forthe

veryfirst

time,

Kantar

BrandZ’s

billions

of

attitudinal

datapointsandexternallyvalidated

Meaningful

DifferentandSalient

framework

combine

with

extensive

behaviouraldata

from

Kantar’s

Consumer

Panels

to

form

onecoherent

narrativeof

how

brandsreallygrow.

Mostimportantly,the

Blueprintoutlinesthe

mainGrowthDriver

and

three

interconnected

Growth

Acceleratorsmarketers

need

activate

to

shape

their

brand

future,

whateverthestarting

point.All

of

this

has

been

condensed

into

a

beautifully

curatedanddetailedvisualguidefor

easy

reference–

you’ll

finda

link

to

download

it

later

in

this

report.Forthe

past19years,throughour

work

with

the

KantarBrandZdatabase,

Kantar

has

beentestingand

refininga

unique

model

of

brand

value.We

start

by

examiningrelevantcorporatefinancialdataand

stripping

awayeverythingthatdoesn’t

pertaintothe

brandedbusiness.

Uniquely,we

then

conduct

ongoing,

in-depth,

quantitativeconsumer

research.Thisyearwe’re

incrediblyproud

that

more

than170,000consumers

across

morethan50countries

contributed

to

the

research.WelcomeCHALLENGES

AND

BREAKTHROUGHSTOPBRANDSREPOSITIONFORLONG-TERMGROWTHIn

a

return

to

growth

following

the

challenges

of

recent

years,thetotalvalueofthe

Kantar

BrandZGlobalTop

100

Most

Valuable

Brands

has

risen

by20%year

on

year.©

Kantar

2024

|

4Whatyou’llfind

inthis

reportThe

category-spanning,

insight-ladenreport

you

have

before

you

is

the

fruit

ofconsiderable

labour–

part

of

our

continuingmissionto

bringthevery

bestadvice

andguidancetoyour

business.How

you

read

the

report–whether

front

tobackorskipping

around–

depends

on

yourneeds

and

time

available.

Whatever

wayyou

choose,

I

guarantee

that

your

time

willbewellspent.To

help

you

navigate

it,here’s

a

guide

to

the

major

components:Section

1:IntroductionHere

we

connect

the

dots,

summarisethe

key

developments

and

findings,

andidentify

cross-category

trends.Section

2:WiderContextYoucanfindthought

leadershipthat

examines

how

brand

builderscan

bestrespondtoglobal

macro-drivers

like

politicaluncertainty,

next-gen

sustainability,andthe

rise

ofAI.Section3:KantarBrandZMost

ValuableGlobalBrands2024The

full,detailed

ranking

of

this

year’s

mostvaluable

brands,

plus

in-depthanalysis.Section4:GrowthAcceleratorsKantar’stopexpertsshare

best

practiceson

how

brandscan

best

leverage

MeaningfulDifference,

Kantar

BrandZ

data,and

theBlueprint

for

Brand

Growth.Section

5:Category

FocusAnexaminationof

brand

performanceacross

13

categories,

alongside

interviewswith

senior

executives

from

some

of

KantarBrandZ’s

most

valuable

brands.Section

6:ResourcesThe

report

concludes

with

all

the

contactdetailsandother

relevant

informationneeded

to

go

from

reading

the

report

totaking

constructive

next

steps.©

Kantar

2024

|

5WelcomeShape

your

brand

futureThis

report

isastarting

point.

I

urgeyou

to

follow

upwiththeexpertswho

contributedto

it.We

also

have

an

extensive

libraryof

Kantar

BrandZcountry

reportsthatsit

alongside

our

annualGlobalTop

100report.

Inthem,youwillfind

intelligenceabout

brand

building

in

key

marketssuchasChina,

India,the

UK,the

US,

and

manymore.

I

inviteyouto

accessthese

reportswithourcompliments

at

/campaigns/brandz.As

the

world’s

leading

marketing

data

andanalyticscompany,

Kantar’s

researchandtechnology

resourcesaresubstantial,and

includeover20,000

peopleworldwide.Our

holistic

brandguidanceapproachcombines

brand,

innovation,customerexperience,creative

content,

and

mediainsights

to

optimise

investment

andaccelerate

profitablegrowth.Please

feel

free

to

contact

me

directly,or

reach

out

to

any

of

our

Kantar

leaderslisted

inthe

Resources

section

atthe

end

ofthis

report.Sincerely,Chris

JansenChief

ExecutiveKantarchrisj@kanta©

Kantar

2024

|

6Welcome5.5BILLION

4.3MILLION21,00053254TSTINAPODAKantar

BrandZ

ranksthe

mostvaluable

brands

intheworld...and

shows

youhow

to

become

one

of

them.It

istheworld’s

largest,consumer-focused

source

of

brand

equity

insight,whichalso

powersour

proprietarybrandvaluation

methodology.KantarBrandZbringsyouindustry-leadingbrandvaluations,alongwith

research

fromtheworld’s

mostextensive

brandequitystudy:over4

millionconsumer

interviewscovering21,000

brandsacross532categories

in

54

markets.This

brandvaluationseries

began

in

2006to

help

researchers,

plannersandstrategists

better

understandthebrands

they

worked

on.

Our

reportsrank,analyse

and

honour

the

world’stop

brands.Kantar

BrandZ

has

becomeaglobalstandard

brand

value

ecosystem,featuring

our

flagship

Most

ValuableGlobal

Brands

rankingand

report.It

also

features

country

and

regionalrankingsacrosssix

continents,

andworld-class

thought

leadership

onbuilding

strong

brands.THEDEFINITIVE

GUIDETO

BRANDBUILDINGWHAT

IS

?CONSUMERINTERVIEWSCATEGORIES©

Kantar

2024

|

7MARKETSBRANDSKantar

BrandZ

uniquelyarrivesat

brandvalue

by

combiningthe

perceptionsofthoseaffectingthestock

market

with

the

perceptions

of

consumers.To

understand

how

much

brandcontributestotheoverall

businessvalue,we

examine

relevantcorporate

financial

data

and

strip

away

everything

that

doesn’t

pertain

to

the

branded

business.Wealsoconductongoing,

in-depth

quantitativeresearchwith

morethan170,000consumers

andbusiness

decision-makers

annually

and

globallyto

assess

attitudes

about,

and

relationships

with,thousands

of

brands.Then,a

team

of

our

analysts

combine

thoseinputs

with

a

financial

model

of

the

business

todetermine

the

brand’s

ability

to

generate

value.The

result

isa

holistic

portraitof

brand

equity:one

that

incorporates

how

the

market

valuesacompany’s

brandassets–

and

how

ordinarypeople

do,

too.©

Kantar

2024

|

8The$amount

that

the

brand

contributestotheoverall

businessvalue

ofthe

parentcompany.

Kantar

BrandZvaluations

isolatethe

value

generated

by

the

strength

of

thebrand

alone

in

the

minds

of

consumersi.e.withall

other

elements

removed.The

proportionofthetotal$valueoftheparent

company

that

can

be

attributed

to

the

brand

inquestion,considering

bothcurrentand

future

performance.HOW

DOES

WORK?The

proportionoffinancialvaluegenerated

bythe

brand’sabilityto

increase

purchasevolumeandchargea

premium.that

invest

intheir

brandsoutperform

the

market...and

that

investing

inyour

brand

remainsthe

most

powerful

way

to

grow.What’s

more,wecan

show

youhow.Our

data

and

frameworksworktocreateaforensic

portrait

ofa

brand’sstrengths,weaknessesvalue

in

Kantar’s

proprietaryMeaningful

Differentand

Salientframework.and

opportunities

within

one–

ormany–categories

and

markets.2006

2024STRONGBRANDS:DELIVER

SUPERIORSHAREHOLDER

RETURNSAREMORERESILIENT

IN

TIMES

OF

CRISISRECOVERMORE

QUICKLYS&P

500MSCI

WORLD

INDEXGetessential

insighton

categorytrendsand

macroeconomicshifts

–and

how

brandscompare

acrosscrucial

building

blocks

of

brandWHAT

CAN

DO

FOR

YOU?Kantar

BrandZ

researchdatais

uniquely

linkedtofinancialoutcomes.Our

analysis

hasrepeatedly

proventhat

businesses312%149%POWERFUL

BRANDSTOP

10PORTFOLIOSTRONG

BRANDSPORTFOLIO400%441%©

Kantar

2024

|

9Don’tjust

take

our

word

for

itThe

University

ofOxford’sSaïd

BusinessSchoolhasstudied

Kantar

BrandZ

brandvaluationsandcomparedthemagainstthe

real-world

upsand

downs

of

business.Theyfoundthat

Kantar

BrandZequity

metrics

areanexcellent

predictor

of

‘abnormal’business

returns–those

not

explained

by

historicalshare

price

performanceandcompany

resultsalone–

andthat

addingKantar

BrandZ

measures

to

their

modelsallowedthemto

predict

business

performancewith99.5%

accuracy.What

they

also

found

was

that

Differencecontributed

mosttothe

best

business

results.Behaviouralscience

hastaught

usthatourbrainsstore

memories

usingthreetypesofmental

connection:

knowledge,feelings

andexperience.

Brandswitha

balanceof

eachcometo

mind

mosteasily–quicklyactivating

the

brain’s

memory-retrieval

processes.Effective

marketingdeliversallthree:informing

usofwhat

a

brand

is

or

does;providinganemotionalcontext

andtappingintoouremotional

needs;

and

ensuring

apositiveexperienceofthe

brand

when

used.Thestrongest

brands–

onesthat

have

builtup

deeper

and

broader

connections

overtime–end

up

with

three

essential

qualities:

theyare

Meaningful

Differentand

Salientto

consumers.Brands

with

powerful

connections

are...Meaningful:The

extent

to

which

brandscreate

clear

and

consistent

functional

andemotional

connections

with

consumers.Meaningful

brands

meet

people’s

needs

ina

waythatdemonstrateswarmth.Different:The

extent

to

which

a

brand

isseen

to

offer

something

that

others

don’tand

lead

the

way.

Different

brands

are

hardtosubstituteandoften

offer

something

new.Salient:The

mentalavailabilityofthebrand–

howquicklyand

easily

it

comesto

mind

when

choosing

between

options.A

brand’s

mostfundamental

role

isasashortcut

for

decision

making.The

mostvaluable

brands

intheworld

have

builtpowerfulconnectionsallowingthemto

createshareholdervaluefaster,

resist

marketdownturnsand

recoversoonerfrom

recessions.

Brandswithpowerfulconnections

havethreeessential

qualities:Meaningful

Different

and

Salient.S&P

500

Kantar

BrandZStrong

BrandsThe

Kantar

BrandZStrong

Brands

Portolio

hasgrownshareprices+88%

morethantheS&P

500

index.It

has

consistently

outperformed

the

S&P500every

yearfor

the

past

18years.KANTAR

BRANDZ

ANALYSIS

PROVES

THAT

STRONG

BRAND

EQUITY

IS

GROWING

SHARE

PRICES

FASTERAND

HIGHER

OVER

THE

LONG

TERM%Growth

vs.

2006400THE

BUILDING

BLOCKS

OF

BRAND

EQUITY©

Kantar

2024

|

10312BRANDSNAPSHOTExplore

Kantar

BrandZ

dataforfree

on

an

interactive

dashboard.BrandSnapshot

powered

by

Kantar

BrandZ

bringsyou

intelligenceonthestrengthsandweaknessesof

brandsacrossthousandsof

categories

in

global

markets.BrandSnapshot

is

idealforwhenyou

needto:•

Getaquick

readonthe

performanceofyour

own

and

competitor

brandswithina

specific

category•Understand

the

driving

forces

behind

your

brand’s

demand,

its

pricing

powerand

potentialgrowthopportunities•Discover

untapped

potential

and

identify

opportunities

to

buildMeaningful

Difference

for

your

brandInstantlygaininsightsonyourbrandfromtheworld’smostextensive

brand

equitystudy.Explore

for

free

at:

kantar.com/marketplace©

Kantar

202413

—

OVERVIEW15

—

KEY

RESULTS16—

STOCK

PORTFOLIO17—

MOSTVALUABLE

GLOBAL

BRANDS

202419

—MAJORTRENDSINTRODUCTION

&

ANALYSIS©

Kantar

2024

|

12OverviewMAKING

THEIR

OWN

LUCKGLOBAL

TOP

100

GROWTH

OUTPACESWIDERECONOMY,PRE-PANDEMIC

TRENDSThisstrong

performance

representsastrong

turnaround

following

last

year’s

stockmarket-inducedswoon.

Between2022and2023,theGlobalTop

100

declined

by

20%–a

fall

driven

in

part

by

macroeconomicinstability,

but

also

by

investor

fears

that

topbrands

were

losing

their

edge

on

profitability.Thewake-upcallworked.

Overthe

pastyear,

branded

businesses

haveembarkedon

efforts

to

rightsize

their

workforces,streamline

their

offerings,and

focus

newspendingon

keystrategic

initiatives

(such

asimproving

customer

experience

outcomes,or

pursuing

breakthrough

innovation

inareas

likeAIand

sustainability).Today,thetotalvalueofthe

Global

Top

100stands

at

nearly$8.3trillion.That’s

a

notchbelow

the

high-water

mark

of$8.7trillionthat

the

rankings

achieved

in2022.

But

that$8.3trillionalso

representsa

76%

increaseoverthe

rankings’

pre-COVIDvaluation.Perhaps

most

importantly,the

total

valueoftheGlobalTop

100

now

stands

$1.1trillion

higherthan

pre-pandemicgrowthtrendswould

have

predicted–

meaning

thatthe

world’s

top

brands

have

significantlyacceleratedtheirgrowthtrajectories

inthe

yearssince

March

2020.The

same

cannot

be

said

for

the

globaleconomyasawhole.

An

April

2024

analysis

bythe

International

Monetary

Fund

(IMF)found

that

as

of

this

year,the

total

GDPoftheglobaleconomy

sits

at

a

level

3%

belowwhat

pre-pandemicgrowthtrendshad

predicted.The

IMFdidallowthat

the

US

economy,

theworld’s

largest,

had

managed

to

buck

thistrend

and

outpace

its

pre-COVID

growthtrajectory.

Butthe

USstandsas

a

rareexception,as

most

advanced

and

developingeconomies

have

been

‘scarred’

bythecrisistovarying

degrees.The

Kantar

BrandZTop

100

MostValuableGlobalBrandsgrew

by20%thisyear

as

the

biggest

namesin

branded

businessadded$1.4trillionto

their

cumulative

brandvaluesince

2023.Average

Growth

Rate2006-2020+9.3%Growthsince

2023+20%Pre-COVID+76%Since

2006+474%Overperformance+$1.1

TNLong-term

brandvaluegrowth

remainsaheadof

pre-COVID

levelsTop

100

aggregate

value

over

time2006200720082009201020112012201320142015201620172018201920202021202220232024©

Kantar

2024

|

13This,then,

remainsthecore

promise

ofinvesting

in

brand

equity:While

top

brandscan

never

befully

immuneto

marketswoonsoreconomicshocks,

strong

brands

haveretainedan

unparalleledabilityto

growbeyond

any

limitations

set

by

category

orgeographiccontext.Lookingahead,the

IMF

now

predictsglobalGDPgrowthof

3.2%for

both

2024

and2025–a

paceof

expansion

the

organisation

acknowledges

is‘low

by

historicalstandards’,even

as

inflation

continues

to

abate.The

biggest

brightspot

inthis

picture

istheIndianeconomy,whichthe

IMF

predictswill

grow

by6.8%–althoughthecountry’s

unique

retail

infrastructureand

regulatoryclimatemeans

that

global

brands

will

need

a

highlylocalised

playbooktowin

in

India.China’seconomy,

bycontrast,

has

beguntoentera

more

mature

phase

(thoughGDPgrowthstill

remains

robustcomparedtothegrowth

rates

of

Western

economies).

Whathasn’t

changed

is

the

importance

of

theChinese

economy

to

many

global

brands.In2024,

it’s

not

just

that

China

continuesto

play

an

outsized

role

in

the

global

supplychain,or

that

the

Chinese

domestic

marketremainsaformidablegrowth

driverforbrandsabletowin

over

local

consumers.It’salsothat

manyChinese

brands

arethemselves

professionalisingandglobalisingwitha

quickness.Partly,this

shift

is

due

to

governmentencouragement:

In

recentyears,China’sStateCouncil

has

beguntospeak

of

brandbuilding

as

an

essential

component

of

thecountry’stransformationfroma‘Made

inChina’economy

to

a

‘Created

in

China’economy.

But

it’salsojustsimpleeconomics–asChina’s

domestic

economy

matures,Chinese

brandswill

naturallyseekto

‘findnewspaces’abroad

inorderto

keep

growing.Today,

China’strade

surplus

inmanufactured

goods

is

the

largest

anycountry

hasachievedsinceWorld

War

II.And

increasingly,theseexportsare

ofbrandedgoods:See,for

instance,the

waythat

China

recently

replaced

Japan

as

theworld’s

top

auto

exporter,

a

shift

drivenespecially

bythe

riseof

lower-costChineseelectricvehicle(EV)

brands.Asthatexamplesuggests,

Chinese

brandsarealsodriving

a

change

inthe

valuedynamics