Change brands: The 100 most valuable Global Brands 2024 in focus

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Entdecken Sie die Ergebnisse der Interbrand-Studie 2024 zu den wertvollsten globalen Marken. Erfahren Sie, wie Marken durch eine Fokussierung auf Performance-Marketing einen potenziellen Wertzuwachs von 3,5 Billionen US-Dollar verpasst haben. Apple bleibt an der Spitze, doch die Studie zeigt auch deutliche Gewinner und Verlierer. Lesen Sie mehr über die Entwicklungen in den letzten 25 Jahren und die wichtigsten Trends im Markenmanagement.
Discover the results of the Interbrand study 2024 to the most valuable global brands. Find out how brands missed a potential increase in value of 3.5 trillion $ 3.5 trillion by focusing on performance marketing. Apple remains at the top, but the study also shows clear winners and losers. Read more about developments in the past 25 years and the most important trends in brand management. (Symbolbild/MB)

The latest interbrand study has shaken the world: a total of 3.5 trillion US dollars has fallen by the wayside since 2000! The best global brands miss this enormous growth by clammy aversion to long -term investments. How? Quite simply: you rely on quick performance marketing and lose sight of what really matters!

In a refraction of 25 years of brand strategic development, the latest ranking of Best Global Brands shocking ways, as company manager in the Berserker manner of the short-term return are slipped. Performance marketing has established itself as the new star in the marketing sky, but the price? Billions loss in the long run!

missed opportunities, devastating effects

Gonzalo Brujó, the concentrated head behind Interbrand, leaves no doubt: "If these brands were used as strategic business resources, they would be worth $ 6.9 trillion-more than a doubling of today's value!" This illustrates an enormous missed chance that brings painful insights for the CEOs and CFOs that are based on quick yields.

"The marketing world took on the shock," says Brujó and emphasizes the drastic changes that the CMO role has experienced by persistence over expectations. The snapshot shows the best brands and their suffering, while prudent and well -invested brands are strategically in the shade!

And who leads the ranking list? Apple , of course, but also a decline of 3% for the first time - and that after more than 20 years of unbeatability! The tech giant has an impressive brand value of * $ 488.9 billion *-but where is the shine in performance?

The promoters and relegation dramas

In the middle of the surf, ferrari stands out with an increase of 21% and a brand value of $ 13.1 billion. YouTube, Hermès, Kia and many others fight up with impressive growth! But not everyone gets undoors: Intel (a bitter loss of 30%), Disney (-11%) and Gucci (-10%) experience horror scenarios-The losers of the year!

But while the automotive industry positions itself as the winner, it counts 14 of the 100 most valuable brands! Tesla, once an undisputed titanium, no longer blooms so brightly with a decline of 9%, while Kia and Hyundai shine with gains and more sustainable values!

The German giants among the car brands are also on the upper aus! Porsche shimmers brightly in the ranking with 7% sales plus! While other German brands, such as adidas and DHL , suffer from the pressure of rapid reorientation and gifted opportunities.

The complete ranking that illuminates the state of the global branded landscape can be called up on the platform www.interbrand.com. Stay tuned because the brand days are in full swing and the next decisions will change everything!