As a result of the Interbrand Best Global Brands 2023 ranking, which was released on November 21, 2023, Interbrand has revealed that many of the world's top 100 brands have stagnated over the past few years. After last year's significant increase in the brand value of the table, the rate of growth has slowed sharply, with the total brand value increasing 5.7 percent this year, compared to last year's 16% increase. This represents a total brand value of $3.3 trillion ($3.1 trillion in 2023).  
According to Interbrand, this slow down is due to a lack of growth mindset, weaker brand leadership, and poor forecasting. This is consistent with a longer-term trend in which brands operating exclusively in one sector take an incremental approach, resulting in slower growth of brand value.
In their report, Interbrand cites a lack of growth mindset, weaker brand leadership, and poor forecasting as some of the factors behind the slowdown. This follows a longer-term trend in which brands operating exclusively in one sector, taking an incremental approach, have seen slower growth in brand value.
"After a few years of strong brand growth, we have entered a period of stagnation, with this year's table showing a moderate growth in the overall value of brands, according to Interbrand's Global CEO Gonzalo Brujó."
Airbnb (#46), LEGO (#59), and Nike (#9) are all examples of businesses that have seen their brand value rise, and have all transcended their established category norms in a way that makes them more meaningful and significant to society and the lives of consumers.
It is imperative that we continue to navigate economic and environmental headwinds in order to drive future investment and sustain growth within traditional sectors as well as beyond them, through improved business cases and better brand management. Those who can successfully leverage their brands into new consumer pools of potential will reap the rewards of strong brand growth."
In the past two decades, it has become clear that companies that address a wide range of customer needs, often across sectors, continue to be at the top of the table - making up almost 50% of the total value of the sector. The data indicates that these companies operating across different verticals have a higher level of stability[1], experience higher top line growth[2], are more profitable[3], and enjoy a greater growth in brand value[4].. Moreover, these companies have discovered that focusing on brand rather than product plays a greater role in driving choice (+12% compared to average), which means that they are able to meet more customer needs, both within and across categories, thanks to their focus on brand.
Moreover, these companies have discovered that focusing on brand rather than product plays a greater role in driving choice (+12% compared to average), which means that they are able to meet more customer needs, both within and across categories, thanks to their focus on brand.
The Chief Strategy Officer of Interbrand, Manfredi Ricca, said: "A brand like Apple can no longer be attributed to a particular industry.. The company competes across a number of arenas, offering services such as Connect (the iPhone), Thrive (the new Apple watch was positioned as a health device), Fund (the company's new savings account drew about a billion dollars in deposits within the first four days), and much more.. Due to Apple's move across Arenas, it is now holding the top spot in the BGB for the 11th consecutive year, having overtaken Coca Cola in 2013.
 Due to Apple's move across Arenas, it is now holding the top spot in the BGB for the 11th consecutive year, having overtaken Coca Cola in 2013.
Compared to the average, we expect to see an increase of 81.5% in revenue CAGR for the period of 2018-2022[2] revenue growth estimates of 43.8% vs. the average[3] EBIT growth estimations of 33.7% vs. the average[4] Brand Value growth estimates of 4.8pp vs. the average
According to Kathleen Hall, Chief Brand Officer, Microsoft, "We are honored to have been recognized for continued strong growth in the rankings of this year's Best Global Brands list.". In our view, the combination of brand perception and financial performance is a very powerful indicator of the health and relevance of a brand, and it is one that we value highly. As a result of our acquisition of Activision Blizzard, our leadership position in artificial intelligence, and our ongoing commitment to make a positive impact on society, we have aspired to become a brand that people can trust and work with to build a responsible future
As a result of our acquisition of Activision Blizzard, our leadership position in artificial intelligence, and our ongoing commitment to make a positive impact on society, we have aspired to become a brand that people can trust and work with to build a responsible future
There are also a number of other key findings to be discussed
The top riser
There was a significant increase of +21.8% in this year's value of Airbnb, as well as an increase of 8 positions in the rankings (from #54 to #46) despite only entering the rankings last year. As a result of the strong investment it has made in its brand and its strong financial outlook, the brand has seen a significant increase in value - revenue grew by 40% in 2022 compared to 2021 and is expected to grow an additional 13% in 2023 compared to 2022.
There has been a strong growth in the automotive and luxury sectors
There was a 9% rise in the value of automotive brands in 2023, with BMW (#10) entering the top ten for the first time (#10). Porsche (#47) Hyundai (#32) and Ferrari (#70) all achieved double-digit growth over the same period, and contributed to three of the top five fastest-growing automotive brands.
Although Tesla maintained its position on the table this year (#12), its rate of growth was the slowest among the automotive brands with its brand value increasing by 4.0%, compared to BMW and Mercedes which both grew by 10.4% and 9.5%, respectively.
In spite of the fact that luxury is a top performing sector, its brand value has risen by 6.5% this year, mainly due to the brands' resilience and ability to transcend categories to create luxury experiences, such as restaurants, hotels and retail pop-up shops.
This year, Hermès (no. 23) and Dior (no. 76) are two of the biggest luxury brand risers with 10.2% and 8.4% growth in brand value respectively, making them two of the top luxury brands.
You can find the complete Top 100 ranking and report with industry trends and the full methodology on the website www.bestglobalbrands.com. 
If you would like more information, please contact:Jess Alexander: [email protected] [email protected]  +44 7795 533229
The following infographic can be found at https://mma.prnewswire.com/media/2275522/Interbrand_BGB_2023_Infographic.jpg
It has just been revealed that many of the world's top 100 brands are in a state of stagnation, as Interbrand has released its Best Global Brands 2023 ranking.
The Interbrand Corporation has released their list of the world's 100 best global brands (in English, the "Most Global Brands"), which shows that a number of them are international brands...
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Source prnewswire