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‘2025 Best Korea Brands’ Conference held at Walkerhill Hotel ‘Théâtre des Lumières’ on June 17, unveiling Korea’s top 50 brands

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Provides brand strategy insights for sustainable growth under the theme of ‘Brand Thesis-Antithesis-Synthesis’

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2025’s top 50 brands total value surpasses KRW 234 trillion, marking 9.6% growth from previous year

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Korea’s top 5 brands—Samsung Electronics, Hyundai Motor Company, Kia, Naver, and LG Electronics—account for 74.8% of total brand value

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Samsung Biologics, Samyang Foods, and Yanolja make notable debuts in the top 50 brands

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Seoul,
June 17 2025

Interbrand, the world’s leading brand consultancy (Global Managing Partner Moon Jihun), today hosted the 13th annual ‘Best Korea Brands 2025’ conference, announcing Korea’s top 50 brands and presenting brand strategy insights under the theme of ‘Brand Thesis-Antithesis-Synthesis.’

The ‘2025 Best Korea Brands’ recognized Korean brands that achieved remarkable results over the past year, introducing their growth factors and brand strategies. According to Interbrand, the total value of the 2025 Best Korea Brands Top 50 reached KRW 234.77 trillion, representing 9.6% growth year-on-year. Interbrand evaluated that despite long-term uncertainty and rapidly changing market conditions, Korean brands demonstrated exceptional performance through agile and flexible strategies combined with continuous innovation.

Samsung Electronics, Hyundai Motor Company, Kia, Naver, and LG Electronics Named 2025 Best Korea Brands Top 5

Samsung Electronics and Hyundai Motor Company maintained their positions as first and second place, respectively, continuing from last year. Samsung Electronics’ brand value grew 12% year-on-year to KRW 122.19 trillion, while Hyundai Motor Company rose 14.6% to record a brand value of KRW 27.93 trillion. Third and fourth places went to Kia and Naver, which recorded brand value increases of 16.6% and 8.9%, respectively. Kia’s brand value reached KRW 9.83 trillion with 16.6% growth, while Naver showed KRW 7.86 trillion with an 8.9% increase. Meanwhile, LG Electronics in fifth place achieved a remarkable 40.9% increase year-on-year, reaching a brand value of KRW 7.86 trillion. The combined value of the top 5 brands totaled KRW 175.66 trillion, accounting for approximately 74.8% of the entire top 50 brands’ value.

Daiso Climbs Five Spots Within One Year of Top 50 Entry (Top Growing Brand)

Transforms into lifestyle platform based on solid sales growth and customer satisfaction.

Daiso (44th place, KRW 452.2 billion) showed significant brand value growth, climbing five spots from the previous year in the 2025 Best Korea Brands Top 50. After first entering the Best Korea Brands Top 50 last year, Daiso recorded a brand value of KRW 452.2 billion this year, rising from 49th to 44th place with a 9.8% growth rate.

Despite overall sluggish growth in Korea’s retail industry, the ‘national store’ Daiso has maintained steady growth, securing high consumer loyalty and repurchase rates based on maximizing customer satisfaction and quality-first principles. After surpassing annual sales of approximately KRW 3.4 trillion in 2023, the company achieved nearly KRW 4 trillion in 2024, demonstrating its unrivaled offline competitiveness. Recent expansion into beauty and health functional foods under the vision of becoming ‘Korea’s No.1 lifestyle culture company’ represents efforts to leap beyond ‘household goods distribution’ to become a ‘lifestyle platform,’ positively impacting brand value. Particularly in beauty, the company recorded 144% year-on-year sales growth in 2024 by expanding its presence with reasonably priced private brands alongside products from major corporations like Amorepacific and LG Household & Health Care, as well as global brands. The company has also entered the health functional foods market, establishing a firm position as a shopping destination for both health and beauty with flagship products including lutein, omega-3, and vitamin D.

Samsung Biologics, Samyang Foods, and Yanolja Join 2025 Top 50 Brands (New Entrants)

Establish foundation for sustained growth through global market expansion and brand identity redefinition.

This year, Samsung Biologics (43rd place, KRW 456.9 billion), Samyang Foods (47th place, KRW 416.9 billion), and Yanolja (50th place, KRW 359.5 billion) newly entered the top 50 brands. These companies received high marks for expanding their influence on the global stage while redefining their core brand values and clarifying strategic direction for long-term growth.

Samsung Biologics, which achieved record-breaking performance, demonstrated exceptional business results under the mission ‘Driven. For Life.’ by expanding production infrastructure and portfolio, broadening geographical presence, and securing 17 of the global top 20 pharmaceutical companies as clients. The company not only sets new standards in the biopharmaceutical industry through core value-based brand strategy, cutting-edge technology, and operational efficiency, but also actively pursues global carbon neutrality through ESG management.

Samyang Foods is expanding its influence in the global food market based on the ‘Buldak phenomenon,’ evolving into a comprehensive food company with diverse product portfolios including ramen, snacks, and convenience foods. ‘Buldak Stir-fried Noodles,’ which has surpassed cumulative sales of 7 billion units, has established itself as a representative K-food product accounting for more than half of Korea’s ramen exports and a cultural phenomenon enjoyed worldwide. The company is accelerating construction of a factory in China to meet global demand, which accounts for 77% of total sales.

Celebrating its 20th anniversary, Yanolja redefined its group identity as a global travel tech company centered on the brand philosophy of “making everyone’s travel ten times easier through technological innovation.” Additionally, by integrating previously dispersed services under Yanolja, Interpark Tour & Tickets, and Triple into ‘NOL,’ and newly establishing brand identity as a lifestyle super app encompassing travel, leisure, and culture, the company is accelerating its leap toward becoming an Only One platform.

Top 10 Brands Design Future Brand Value Through Customer-Centric Philosophy and Technological Innovation

The top 10 brands in the 2025 Best Korea Brands maintained strong positions by combining customer-tailored strategies with innovative technology to enhance brand experiences and realize sustainable future value.

Kia (3rd place) is presenting a new paradigm in the mobility industry centered on electrification, autonomous driving, and PBV (Platform Beyond Vehicle). The new brand slogan ‘Movement that Inspires’ reflects ambitions to transform customers’ lives through product and service innovation. Following the electric SUV EV9, the compact electric SUV EV3 was selected as ‘World Car of the Year’ for two consecutive years, simultaneously demonstrating technological prowess and brand competitiveness in the global market. Furthermore, the company is strengthening collaboration with over 100 global companies to provide vehicle spaces and software optimized for customers’ diverse lifestyles. In 2025, starting with the launch of the first PBV model PV5, the company plans to begin building a future mobility ecosystem in earnest by combining autonomous driving technology and AI-based vehicle control systems.

LG Electronics (5th place) achieved record-high sales despite an unstable external environment, driven by balanced growth in core businesses like home appliances and future businesses such as automotive components. 2024 marked the beginning of its leap as a ‘Smart Life Solution Company,’ further strengthening customer engagement and connection centered on the brand philosophy ‘Life’s Good.’ By creating short-form content with positive messages inspired by social media algorithm characteristics, the company sought to spread positive influence across online and offline channels. Starting in the first half of 2025, the company has been sharing ordinary people’s special and meaningful ‘Life’s Good’ moments through its official Instagram channel, promoting the value of better life in warm daily experiences. The company plans to continue activities to create ‘Better Life for All’ at various customer touchpoints while building an online fandom through diverse platforms.

Coupang (10th place) entered the Top 10 for the first time in the 2025 Best Korea Brands following its first annual profit in 2023 and maintaining stable growth in 2024. The company’s strong presence in Korea’s retail market, rapid expansion into premium categories, and lifestyle-oriented service strategies drove brand value growth. Under the brand motto of ‘providing the best customer experience on earth,’ Coupang is materializing the future of the commerce industry. All of Coupang’s services are closely connected to customers’ daily lives, going beyond convenience to revolutionarily transform lifestyles themselves. This is reportedly strengthening loyalty and connection between customers and the brand, Coupang’s ultimate goal. The company is also actively pursuing sophisticated customer experiences and advanced services through continuous investment in AI-based personalized recommendation technology and large-scale logistics infrastructure.

2025 Best Korea Brands Notable Brand: Hyundai Mobis

Achieves 6th place among global automotive suppliers through distinctive mobility technology and expanded global competitiveness.

Hyundai Mobis (19th place) achieved stable business performance centered on high-value core components despite uncertain global conditions, rising to 6th place among global automotive suppliers. Under the new vision ‘Lead the Shift in Mobility, Move the World beyond Possibilities,’ the company is strengthening future vehicle core technology development and global market expansion in areas such as autonomous driving, connectivity, and electrification. Recently, the company demonstrated technological leadership by unveiling M.VICS 5.0, a next-generation integrated cockpit system optimized for autonomous driving, and the world’s first airbag specialized for Purpose Built Vehicles (PBV). The company has also secured consistent global competitiveness by filing approximately 8,000 patents over the past three years. At last year’s CEO Investor Day, the company announced plans to increase its overseas customer sales ratio to 40% by 2033, targeting North America and Europe. The company is also actively conducting various brand activities to strengthen touchpoints with B2B customers. At CES 2025, the company unveiled numerous ‘human tech’ technologies under the theme ‘Beyond and More,’ with particular attention paid to technology that organically responds to indoor lighting based on users’ emotions or driving environments.

‘Brand Thesis-Antithesis-Synthesis’ Branding Insights Reveal Guiding Principles for Enduring Brands

Through the 2025 Best Korea Brands, Interbrand redefined the essence of brand strategy and presented branding insights on the evolutionary direction sustainable brands should take in changing market environments. The conference’s core theme, ‘Brand Thesis-Antithesis-Synthesis,’ addresses how brands reach new synthesis through change and conflict amid the times, focusing not on simple branding techniques but on integrated perspectives of brands’ essential aspirations and business strategies.

According to Interbrand, brands have long grown based on sophisticated strategies centered on their reason for being and target audiences, but existing orthodoxies (thesis) have been overturned in recent years due to rapid digital technology development and changing consumer perceptions. This is interpreted not as a simple crisis but as an ‘antithesis’ flow for brands to evolve to the next stage, ultimately a process of reestablishing brand essence and creating ‘synthesis.’

The presentation particularly emphasized that brand and business strategies must operate organically without disconnection. It explained that only when brand aspirations are integrated into business operations can sustainable trust and value be created for consumers, investors, and the market overall.

The presentation centered on five strategic insights for new branding solutions: ▲ the importance of enduring brand aspirations ▲ active experimentation and testing of customer needs ▲ balance between performance marketing and branding ▲ flexible brand ecosystem formation methods ▲ the necessity of agenda setting based on brand aspirations.

Moon Jihun, Interbrand’s Global Managing Partner, stated, “Through this 2025 Best Korea Brands conference, we’ve reconfirmed that brand strategy is no longer about following fixed formulas but must continuously evolve in response to market changes. We aim to re-examine brands’ essence and potential through the dialectical process of thesis-antithesis-synthesis, providing practical direction for companies contemplating long-term brand leadership based on these insights.”

Meanwhile, Interbrand annually evaluates global brand values and announces the ‘Best Global Brands,’ selecting 100 brands in order of brand value. ‘Best Global Brands’ is recognized as one of the world’s most influential brand and marketing-related rankings.

In the Korean market, Interbrand has selected ‘Best Korea Brands’ annually since 2013 using the same methodology as global evaluation criteria, presenting new directions from a business perspective to corporate branding and marketing professionals. The annual ‘Best Korea Brands conference’ has established itself as an essential venue for Korea’s leading corporate brand and marketing professionals to exchange ideas and gain branding insights.

Detailed information about the 2025 Best Korea Brands and rankings can be found on Interbrand’s website and official blog channels.

About Interbrand

Interbrand, the world’s largest global brand consultancy, was founded in 1974 with headquarters in New York and approximately 1,200 consultants operating as one Interbrand across 16 offices in 15 countries worldwide. As part of the brand consulting group under Omnicom Group (NYSE: OMC), Interbrand contributes to brand value creation and management through environmental analysis for business growth, sophisticated brand strategy development, world-class verbal branding and design, and differentiated brand experience implementation. Over the past 50 years, the company has developed iconic brands representing various industries and built diverse tools used by market-leading brands to enhance competitiveness.

In an era with more alternatives than ever and rapid innovation, customer expectations always change one step ahead of business strategies. While ‘improving’ current brand/product/service/communication strategies is necessary to meet changed needs, ‘improvement’ alone is insufficient. Interbrand states that ‘Iconic Moves’ that can change the rules of the game are needed. Interbrand’s consultants and designers are creating ‘tomorrow’s brands’ that will change the world together. Through strategies that strengthen brand competitiveness by building relationships rather than transactions with customers, and ‘Iconic Moves’ that discover customer needs and improve loyalty to reach business performance, the company provides optimal branding solutions to clients.

About 2025 Best Korea Brands

Interbrand annually conducts brand value evaluations for global brands and selects and announces 100 brands in order of brand value. ‘Best Global Brands’ is evaluated as one of the most important and influential brand and marketing-related rankings, selected as one of the most influential rankings by PR Week. Additionally, Interbrand’s brand valuation methodology is the world’s most widely recognized and used evaluation methodology, becoming the first in the industry to receive ‘ISO 10668’ certification in 2010.

Using the same methodology as global evaluation criteria, Interbrand has been selecting and announcing ‘Best Korea Brands,’ the 50 corporate brands with the highest brand value in Korea, since 2013, and holds conferences annually. By presenting new directions from brand and business perspectives, it has established itself as a venue for Korea’s leading corporate brand/marketing/design professionals to gain branding insights and network with each other. The 13th ‘2025 Best Korea Brands’ selects Korea’s top 50 brands that showed the most brilliant performance over the year and shares success stories related to brand experience based on their achievements.

Interbrand’s Brand Valuation Methodology

Brand Value as defined by Interbrand represents the asset value of a specific brand expressed in monetary terms, indicating the present value of revenue expected to be generated by the brand in the future. Its importance is growing as brands are increasingly recognized as very important corporate assets. Interbrand’s brand valuation method is based on brand and financial asset valuation methods, consisting of three core elements: ‘Financial Analysis’ that calculates financial performance created by brands, ‘Role of Brand’ analysis that calculates intangible profits generated by brands, and ‘Brand Strength’ analysis that measures risk based on brand status to derive the net present value of future profits obtained through brands.

New York
March 28, 2025

Paradigm Sample, a leader in data collection and managed services solutions, today announced a strategic partnership with Interbrand, the global brand consultancy renowned for its Best Global Brands ranking. This collaboration aims to integrate Paradigm Sample’s advanced data collection capabilities with Interbrand’s brand valuation expertise, to offer clients a comprehensive approach to understanding and enhancing brand value.

In an era where brand perception directly influences financial performance, this partnership seeks to provide businesses with actionable insights into the economic impact of their branding strategies. By combining Paradigm Sample’s real-time participant data analytics with Interbrand’s proprietary brand valuation methodologies, clients can expect a more nuanced understanding of how brand initiatives translate into shareholder value.

“Our collaboration with Interbrand represents a significant step forward in the field of brand economics,” said Cyrus Deyhimi, CEO of Paradigm Sample. “By marrying our research driven data collection capabilities with Interbrand’s strategic brand insights, we are poised to deliver unparalleled value to organizations aiming to quantify and optimize their brand’s financial impact.”

Interbrand’s recent research underscores the critical link between brand strength and market performance – highlighting the necessity for businesses to invest strategically in brand development. This partnership is designed to equip companies with the vital tools needed to navigate this landscape effectively.

“In a time of tariffs and turbulence, our clients want to understand the role their brand should play to effectively generate revenue. We’ve answered this fundamental question over the past few years through a successful project by project relationship with Paradigm. Now, this new partnership allows us to deliver our combined innovative solution more effectively in a time of extreme volatility. I look forward to the release of our first report this summer where we will share key solutions for marketing teams looking to build stronger brands” said Greg Silverman Global Director, Brand Economics of Interbrand.

The offering will include customized brand health assessments, predictive modeling of brand-driven financial outcomes, and strategic guidance on brand positioning to maximize economic returns. These services are tailored to meet the needs of businesses across various industries seeking to align brand strategy with financial objectives.

For more information about the Paradigm Sample and Interbrand partnership and the services offered, please visit www.paradigmsample.com.

Paradigm Sample

Cyrus Deyhimi | CEO
cyrus@paradigmsample.com

Paradigm Sample is a leading provider of online data collection and managed services research solutions, specializing in delivering high-quality, real-time data to support strategic decision-making. With a focus in innovation and client success, Paradigm Sample empowers businesses to navigate complex market landscapes with confidence.

Interbrand

Kaitlin Clark | Marketing Manager
kaitlin.clark@interbrand.com

Interbrand has been a world-leading brand consultancy for 50 years – having pioneered iconic work and forged many of the brand-building tools that are commonplace across the industry today.

In collaboration with the world’s leading brands, Interbrand’s global team of thinkers and makers are pioneering the future of brand building. By turning customers into active participants, Interbrand helps clients strengthen their brands on an ongoing basis – its approach gives them the confidence to make Iconic Moves that spark desire and create utility, driving extraordinary results.

Interbrand is a part of Omnicom’s Brand Consulting Group that sits in the Communications Consulting Network.

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Banco Nacional de México embarks on a new chapter under the tagline “Here. For You. Always.”

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The rebranding initiative was developed in collaboration with the renowned brand consultancy, Interbrand. 

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Mexico City
March 3, 2025

Banamex has introduced a new brand identity, marking the beginning of a new era of evolution and commitment to Mexico and its customers. With the tagline Here. For You. Always., Banco Nacional de México aims to strengthen its connection with clients and position itself as a trusted financial partner, offering solutions that drive prosperity through a more modern and relatable brand expression tailored to new generations. 

With this revitalized identity, Banamex redefines its brand presence to reshape public perception and appeal to a broader audience, particularly younger demographics. 

“Banamex is one of Mexico’s most iconic and representative brands. Our new logo honors our legacy while embracing the future. The rosette symbolizes a driving force that instills pride and identity. In this new phase, we are breathing new life into it to foster deeper engagement with our customers, attract younger audiences, and fuel our market growth,” said Manuel Romo, CEO of Grupo Financiero Banamex. 

Guided by the core values of Commitment, Collaboration, Proximity, Trust, and Creativity, Banamex’s new brand identity is characterized by the following elements: 

• New Rosette: This unique and emblematic Banamex symbol has been modernized to reflect 140 years of progress and transformation. In this new iteration, the rosette represents a dynamic, evolving bank that adapts to and supports its customers at every step. 

• Banamex Typography: Designed with bold, contemporary, streamlined, and rounded strokes, the typography is derived from the rosette’s lines, reflecting a modern and fluid aesthetic. 

• Expanded Color Palette: Featuring over 24 vibrant hues, the new color scheme embodies a youthful, energetic, and dynamic bank. 

• Photography Style: Designed to evoke human emotions and celebrate Mexico’s unique essence, fostering a deeper connection with customers. 

• Visual System: Highlights key messaging, enhances engagement with ideas, and delivers more approachable communication. The brand is also optimized for digital environments, incorporating 3D animations. 

• Distinctive Tone and Voice: A more natural, authentic, and inspiring tone will bring the brand closer to customers at every touchpoint. 

• New Jingle: A refreshed sonic identity that reinterprets the classic Leonora Banamex melody. 

Since July 2023, Banamex has partnered with the globally recognized brand consultancy, Interbrand, to craft its new brand identity. This transformation unfolded through a four-phase process: brand assessment, strategy development, visual identity design, and rebranding implementation. The objective was not only to redefine the brand’s aesthetic but also to reflect Banamex’s vision for growth and transformation, leveraging its legacy of resilience, adaptability, innovation, and social commitment. 

“This monumental project underscores Banamex’s deep-rooted commitment to Mexico’s progress. At Interbrand, we are truly proud to have played a part in this journey, as it reflects our dedication to Latin American brands in their pursuit of exceeding consumer expectations and aspirations,” stated Gonzalo Brujó, Global CEO at Interbrand. 

With the implementation of the new Banamex identity across its 1,200+ branches, 9,112 ATMs, 39,000 employees, offices, and four historic Casas Señoriales, as well as its diverse range of products and services, more than 20 million Banco Nacional de México customers will witness the beginning of this new chapter. Together, they will be part of the institution’s continued growth and its contribution to the country’s economic and social development. 

Contact

Paula Diaz
paula.diaz@interbrand.com

Interbrand has been a world-leading brand consultancy for 50 years – having pioneered iconic work and forged many of the brand-building tools that are commonplace across the industry today.

In collaboration with the world’s leading brands, Interbrand’s global team of thinkers and makers are pioneering the future of brand building. By turning customers into active participants, Interbrand helps clients strengthen their brands on an ongoing basis – its approach gives them the confidence to make Iconic Moves that spark desire and create utility, driving extraordinary results.

Interbrand is a part of Omnicom’s Brand Consulting Group that sits in the Communications Consulting Network.

New York
February 7, 2025 

Interbrand, the world’s leading brand consultancy, has been recognized by the iF Design Awards, winning seven awards spanning four offices. 

For more than 70 years, the prestigious iF Design awards have celebrated excellence in design, recognizing its global importance and impact. 

The iF Awards 2025 recognized Interbrand for its work with Gewiss (Milan), Japan Volleyball Association (Tokyo), Kerakoll (Milan), Samsung SDS (Seoul), Skechers (Shanghai) and also Interbrand’s Best Korea Brands conference (Seoul). 

“We are incredibly honored to have our work recognized with these prestigious iF Design Awards”, Interbrand Global CEO Gonzalo Brujó said. “Our creative firepower continues to grow, pushing the boundaries of design and brand innovation. We are deeply grateful for our clients’ partnership and remain committed to crafting transformative work that shapes the future of brands worldwide. Congratulations to the Seoul, Milan, Tokyo and Shanghai offices.” 

The 7 wins featured

Samsung SDS 

The new Visual Identity for Samsung SDS’s Generative AI was developed in close collaboration with Interbrand in Seoul and awarded in the category “Generative AI Services”. 

Samsung SDS’s Generative AI revolutionizes hyper-automation by optimizing enterprise operations. From FabriX, which accelerates work systems, to Brity Copilot enhancing productivity with AI support, and the Samsung Cloud Platform for AI-driven transformation—these services are unified under a cohesive Visual Identity.  

The new identity visualizes AI’s integration into workflows as subtle yet impactful waves. We designed a minimalistic, intuitive visual language reflecting AI’s role in delivering fast and smart solutions. A unique alphabet system highlights the limitless possibilities of Generative AI, showcasing a dynamic, approachable future. 

The work launched in 2024 in Asia. 

Gewiss

The new brand identity for Gewiss was developed in close collaboration with Interbrand in Milan and awarded in the category “Brand Identity and Packaging System”. 

Interbrand supported Gewiss, a leading company in the electrotechnical sector founded in 1970 on the revolutionary use of technopolymer in electrical engineering, in transitioning from an ingredient brand focused on industrial products and services to a comprehensive project partner that creates and manages interconnected, seamless solutions for enterprises, professionals, and end-users.  

Central to this transformation is the ‘Bicky’—a visual element inspired by Gewiss’ iconic logo. Complemented by unique brand experiences through sound, imagery, and animations, the redesign embodies innovation and connectivity. 

The work launched in 2023 in Europe. 

Japan Volleyball Association (JVA) – two awards 

The new typeface for the JVA was developed in close collaboration with Interbrand in Tokyo—Pass our heart forward with JVA SANS. It was awarded in the category “Original Typeface”. 

The Japan Volleyball Association oversees all volleyball activities in Japan, including its national teams. Despite competing on the world stage at the Olympics, the sport has declined in status and morale in Japan.  

We were tasked with giving the JVA a new attitude. We broke with the sport’s conservative past and reformed the JVA as a modern, revitalized brand through an original typeface that consistently conveys its message, business, services, and activities.  

The typeface has played a major role in promoting the JVA as a brand that “grows the power of bonds,” and as an ambassador for the sport that contributes to a better society. 

The JVA and Interbrand team also won a second award JVA: Pass it Forward in the category of “Rebirth of Japanese Volleyball”. 

We were tasked with giving the JVA a new attitude, a clear vision, and a sense of unity. We reformed the JVA as a modern, revitalized brand that acts as an ambassador for the sport and contributes to a better society.  

Our concept PASS IT FORWARD represents a brand that “grows the power of bonds” through volleyball to create emotional links with people in and beyond the sport. 

The work launched in 2024 in Asia. 

Kerakoll

The new brand identity for Kerakoll was developed in close collaboration with Interbrand in Milan and awarded in the category “Brand Identity and Packaging System”. 

Interbrand supported Kerakoll, a leader in sustainable building materials, in rethinking the whole offering architecture and packaging system, as well as in redesigning its logotype and visual identity.  

The project aims to transition Kerakoll from being a building material supplier that fulfills functional needs (focuses mainly on B2B targets), to an aggregator of people, products, and services within the industry.  

By revamping the brand’s visual and verbal systems, Interbrand introduces a refined, minimal yet warm visual identity that fosters emotional connections, focusing on user benefits often overlooked in a functionality-driven industry 

The work launched in Europe, South America and India in 2023. 

Interbrand Best Korea Brands 2024

The Seoul office won an award for their Best Korea Brands 2024 conference in the category “Annual Campaign”. 

Interbrand Seoul holds the “Best Korea Brands” conference every year, which announces the Top 50 brands in Korea and shares their growth secrets. The conference is based on Interbrand’s unique brand valuation, which translates the value of an intangible asset called ‘brand’ into a monetary value to help brands strategize.  

We have been holding the conference for over 10 years and sharing our insights with leading Korean companies. Since the first conference, we have provided more meaningful insights with each new conference based on the data we have accumulated. We also support our partners to take action that create a better society. 

Contact

Tina Goldstone
tina.goldstone@interbrand.com

Interbrand has been a world leading brand consultancy for over 5 decades – having pioneered iconic work and forged many of the brand building tools that are commonplace across the industry today.

In collaboration with the world’s leading brands, Interbrand’s global team of thinkers and makers are pioneering the future of brand building. By turning customers into active participants, Interbrand helps clients strengthen their brands on an ongoing basis – its approach gives them the confidence to make Iconic Moves that spark desire and create utility, driving extraordinary results.

Interbrand is a part of Omnicom’s (NYSE:OMC) Brand Consulting Group.

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The year-on-year growth rate of the total brand value of Japan’s Top 100 brands was 7.7% (6.7% last year), remaining steady.

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There were 24 brands (compared to 22 last year) with double-digit growth, including 8 brands (compared to 2 last year) with significant growth of over 20% year-on-year. There were also 8 brands (compared to 4 last year) with double-digit declines.

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Toyota ranked number one in Best Japan Brands for the 17th year in a row.

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ASICS had the highest growth rate, up 28%.

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Six brands joined the Top 100 for the first time: Tokyo Electron, ITOCHU, Don Quijote, SBI, ANA, and Marugame Seimen.

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Growth was seen most prominently in brands that balance social and economic value, create value through co-creation with customers and stakeholders, and expand business areas rooted in the values enjoyed by customers.

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Tokyo
February 21 2025

Interbrand Japan, Japan’s largest branding company (headquartered in Minato, Tokyo, Representative Director, Chairman, President & CEO: Masahito Namiki), has announced Best Japan Brands 2025, a ranking of Japanese brand values using its proprietary Brand Valuation™ method to convert brand value into monetary value.

This is the 17th year these rankings have been announced. Best Japan Brands uses the same valuation methods used in Best Global Brands, a global brand value ranking Interbrand has announced every year since 2000. By comparing the value of leading global brands with that of Japanese brands using the same system of measurement, it examines the value of brands as business assets. Environmental, Social, and Governance (ESG) data is introduced and analyzed to assess not only the value that brands provide to their customers, but also their role and responsibility to society today and in the future.

Overview of Best Japan Brands 2025

Whilst we see ever-greater expectations for the future, in particular by dramatically-evolving technology, we also see uncertainty, widening disparity, division of various kinds, and a mountain of social problems that continues to grow higher with each passing year. People no longer trust politicians and legacy media, and they expect social systems to collapse around them. This has led them to become more anxious, frustrated, resentful, and even angry than ever before. In turn, it’s creating an age of consumer action.

Against this backdrop, the average year-on-year growth rate of the 100 brands in Best Japan Brands 2025 was +4.6% (+4.8% last year), and the total brand value of all 100 brands was USD 314.2 billion (+7.7% year-on-year, compared with +6.7% last year). Brands are gradually but steadily growing. This overall trend is similar to that of Best Global Brands 2024 (+5% compared to last year), which was published in October
2024.

An analysis of the commonalities among the brands that have grown significantly in brand value this year shows that, of the 10 factors in the Brand Strength Analysis (see page 9), the three that are most important to growth are:

Agility — the speed to market that a company demonstrates in the face of opportunity or challenge, enabling it to get ahead and stay ahead of expectations
Affinity — the degree to which customers feel a positive connection with the brand, based on the functional
and/or emotional benefits provided, and/or a sense of having shared values
Empathy — the degree to which the organization is in tune with customers and wider stakeholders, actively listening to and anticipating their evolving needs, beliefs, and desires, and responding effectively and appropriately

The importance of responding quickly and flexibly to the external environment remains unchanged. However, it is also important to confront political, economic, environmental, and other adverse conditions, and to grasp the essence (truth) of society and people while dealing with each individual consumer. Key to brand growth is the implementation of a new kind of ‘human-centricity,’ different to that of the past, in which brands create the future together with people while clearly presenting what kind of future they want to
realize.

Top 5 Growing Brands (year-on-year growth of brand value)

ASICS (46th, +28% year-on-year)
ASICS has established the brand slogan ‘Sound Mind, Sound Body’ based on its founding philosophy ‘Anima Sana In Corpore Sano’ (a healthy mind in a healthy body), and this is the standard by which all ASICS decisions are made. In addition, through its vision to “create a high-quality lifestyle through intelligent technology cultivated through sport,” ASICS aims to achieve a world where everyone can be involved in exercise and sports for a lifetime, and to realize a society where this leads to lifelong health in mind and body. Under the Medium-term Management Plan 2026 launched in 2024, the company is further promoting ‘Global x Digital’ to strengthen cooperation between the head office and regional business companies, and to promote transformation into a Global Integrated Enterprise. In addition, by strengthening digital, the company is developing the OneASICS loyalty program to support the health and sports participation of members. ASICS is actively promoting the penetration and establishment of its brand in the lives of consumers.

Mitsui Fudosan (60th place, +26% year-on-year)
In 2024 Mitsui Fudosan redefined its management philosophy, formulated a new long-term group management policy called ‘& INNOVATION 2030’ and a corporate message ‘Let’s change the future from the city,’ and also renewed the group logo ‘& mark,’ clearly and concretely expressing the direction in which the brand is moving. In addition to projects such as the largest and tallest wooden rental office building in Japan, ‘Mori no Mori’ (Forest in Nihonbashi), which is a never-ending forest, and the large multipurpose arena facility ‘LaLa arena TOKYO-BAY,’ which is a town development project that makes use of the power of sport, Mitsui Fudosan is also actively involved in the creation of new industries, such as the construction of the ‘LINK-J’ community in the life sciences field and the ‘Nihonbashi Space Week 2023’ event, one of the largest space business events in Asia. The brand is developing a series of services and events that embody its corporate message. As an ‘industrial developer’ brand that creates social value through proactive and consistent communication, it is working to strengthen its corporate brand as a group.

Recruit (13th, +24% year-on-year)
Recruit’s basic philosophy is to meet society’s expectations by creating new value, and to create a world where each individual can shine and flourish. With its vision ‘Follow Your Heart’ (a life that is true to oneself, where each individual makes their own decisions) and its role of ‘Encounters that don’t yet exist. Faster, simpler, closer’ as its motto, the company is responding flexibly and sustainably to the changing global market and evolution of technology, and is developing its business based on AI technology. Recruit is enhancing its competitiveness through rapid and accurate matching systems, such as Hot Pepper Beauty Work, Rikunabi, and Rikunabi NEXT, which connect people with jobs, and SUUMO, which connects people with housing, and strengthening its brand power by gaining trust both domestically and globally. It has also succeeded in creating new value, such as winning the Good Design Award for its online education service Study Suppli.

Hitachi (26th place, +24% year-on-year)
Hitachi is promoting its social innovation business, which uses IT (Information Technology) x OT (Operational Technology) x Products to solve social issues together with customers. Since 2016, it has been developing Lumada, a mechanism that brings together the digital technology, knowledge, and business models that form the foundation of this business. Through customer co-creation using Lumada, Hitachi has been able to quickly realize DX for its customers and continues to create new value. Positioning ‘digital,’ ‘green,’ and ‘innovation’ as the driving forces of growth, Hitachi aims to achieve ‘GOOD,’ meaning what people around the world want, by accelerating its social innovation business. It held the Hitachi Social Innovation Forum 2024 JAPAN to introduce its initiatives to the outside world. It also opened the official Hitachi brand channel on YouTube. Driven by more than 10 new videos each month, the number of channel subscribers, which has been increasing every year, reached 74,400 as of October 2024, and the brand’s presence is increasing. ORIX (71st, +22% year-on-year) With its 60th anniversary in 2024 in mind, ORIX believes that in order to expand its global business, which will trigger further growth, it is important to share the company’s culture and strengths globally. Over the course of a year and a half, it has held discussions with people both inside and outside the company about what makes the ORIX Group unique, the future it wants to create, and its significance in society. In November 2023, it established the ‘ORIX Group Purpose & Culture’ with the purpose “Finding Paths. Making Impact. (To take on change and create an impact on the future through the fusion of flexible ideas and knowledge.)” and the culture statements ‘Find Power in Diversity,’ ‘Find Adventure in Challenge,’ and ‘Find Opportunity in Change’ to renew the direction of the brand. This has strengthened links within the Group, which is developing a diverse range of businesses, and has created an environment in which the strengths of the ORIX brand can be demonstrated, leading to growth. In addition, it has formulated a Value Creation
Model and Value Up Model, and clearly defined its processes for growth. These measures have accelerated the visibility and strength of the brand both internally and externally.

New Entrants

Tokyo Electron (53rd)
Tokyo Electron has established itself as a global leader in semiconductor manufacturing equipment, with innovative and diverse technological capabilities, absolute trust from its customers, and employees with a spirit of challenge who can respond flexibly to environmental changes based on the corporate philosophy “We strive to contribute to the development of a dream-inspiring society through our leading-edge technologies and reliable service and support.” In November 2023, the company celebrated its 60th anniversary. Tokyo Electron is increasing its presence among a wide range of stakeholders as a vibrant company with the dream of contributing to technological innovation in semiconductors.

ITOCHU (93rd)
Based on its corporate philosophy of ‘Sanpo Yoshi’ (good for the seller, the buyer, and society), ITOCHU established its management policy “The Brand-new Deal — Profit opportunities are shifting downstream” as a long-term compass in 2024. One of the pillars of this policy is the idea that “improving corporate brand value = refining qualitative aspects.” Based on the concept of ‘market-in,’ ITOCHU aims to further improve its brand value by continuing to refine qualitative aspects in a steady manner, such as strengthening human capital, dialogue with stakeholders, and contributions to the SDGs.

Don Quijote (94th)
Don Quijote continues to evolve through its thorough customer-first policy and its ability to respond to change. Its ‘passionate pricing’ private brand, which it positions as a “private brand that creates products with a sense of value for money and surprises together with customers,” has gained high recognition. The company is also positioning the honest feedback it receives from customers through the ‘majica app’ service ‘majivoice’ as a growth driver, and is using it to provide an even better experience. Furthermore, the company is also continuing to focus on capturing inbound demand, aiming to improve its recognition as “Don Quijote = the No. 1 place to stop by in Japan.”

SBI (95th)
SBI has continued to grow for the 25 years since its founding, based on its thorough commitment to customer-centricity and its unwavering belief in innovative technology. It is contributing to making investment more accessible, for example with its ‘Zero Revolution’ initiative to make domestic stock trading commission-free, and is expanding its customer base. It is also expected to achieve “finance that goes beyond finance” by forming a corporate ecosystem that achieves high growth potential and mutual evolution within the group, and by thoroughly pursuing synergy.

ANA (98th)
On the occasion of its 70th anniversary, ANA established the management vision ‘Uniting the World in Wonder’ with the involvement of its employees, and is taking various initiatives to achieve this vision and communicating them in an easy-to-understand manner. In addition, ANA is promoting initiatives to further enhance its team spirit, which is one of its strengths, by considering human resources as its greatest capital, strengthening dialogue between management and frontline staff, promoting the ‘ANA’s way’ code of conduct, and fostering a sense of unity among employees.

Marugame Seimen (99th)
Last year, Marugame Seimen made a major shift in its management policy to state “putting the happiness of employees first” under the Group slogan ‘Fill Our Planet with KANDO Dining Experiences that will Move You,’ and is now promoting various reforms. The company is strengthening its organization through investment in people. Its appeal is the deliciousness of its freshly made udon and the value of its handmade products, with the catchphrase ‘We want to surprise you with our udon.’ It aims to continue providing new emotional experiences, such as Marugame Udo-natsu and Marugame Shake Udon, and to increase brand affinity and favorability through brand communications that focus on noodle craftsmen, and to further increase customer loyalty.

About Best Japan Brands 2025 Brand Valuation

Criteria for Inclusion
To shed light on the value of global Japanese brands and enable comparison of their relative position against a common global measure, brands meeting the following criteria were selected for evaluation:

• The brand originated in Japan: The corporate or business brand is the product of a Japanese enterprise.
• Various financial information must be publicly available or audited financial information must be available.
• The brand is recognized in Japan.
• The brand evidences long-term positive economic profit after factoring in the cost of capital.
• 2024 brand values were applied to brands ranked in Best Global Brands 2024.

Methodology
Interbrand’s methodology for evaluating brand value is based on the brand’s financial strength, influence on purchasing decisions, and contribution of future earnings. In the same way that securities analysts analyze and evaluate the value of a company, we analyze and evaluate the value of a brand by asking, “What is its future earning potential?” This methodology has been certified compliant with the ISO 10668, the global
standard for measuring the monetary value of brands as established by the International

1. Financial Performance: Project the company’s future earnings
First, we estimate the current and future revenues of the business operating under the brand. We then subtract operating earnings, taxes, and capital cost of investment to calculate future economic profit. This analysis is based on publicly available or audited corporate information, and future projections are based on analysts’ estimates*.

*The analysts’ estimates used in this evaluation are based on future projections made by analysts obtained from IFIS consensus data https://www.ifis.co.jp/en/. The future projections used are those as of 25 October 2024.

2. Role of Brand: Derive the brand’s contribution to profits
Next, to derive the brand’s contribution to future economic profits as calculated in the analysis of financial performance, we analyze the brand’s influence on customer purchasing decisions. In evaluating the role that a brand plays in consumer purchasing trends, we set benchmarks by industry that draw on our database of over 10,000 brand value evaluations accumulated over the past 20 years. Based on these industry
benchmarks, we perform a proprietary analysis to derive a Brand Contribution Score.2.

3. Brand Strength: Evaluate the brand’s contribution to future earnings
Brand strength analysis measures a brand’s power to inspire what the client needs to sustain future earnings — market loyalty, repeat purchases by consumers, and customer lock-in — and discounts brand earnings to derive a present value. Our evaluation offers a systematic means of determining a brand’s risk based on 10 factors key to brand vitality, and is represented on a scale of 0 to 100, with 100 being a perfect brand. Brands within the same industry are compared based on these factors, and the top brands are then compared to global brands in other industries.

Brand Strength Model: 10 Factors

Internal Factors: Leadership

• Direction
• Alignment
• Empathy
• Agility

External Factors: Engagement

• Distinctiveness
• Coherence
• Participation

External Factors: Relevance

• Presence
• Trust
• Affinity

This brand strength score is then converted into a discount rate by a method unique to Interbrand, and this rate is used to discount future brand profits, thus calculating the brand value. Brand Role Analysis and Brand Strength Analysis are calculated using a wide variety of published reports and other documents, which are then assessed by consultants in each of our global offices.

• This analysis takes into account ESG perspectives and is based on the “CSR Company Directory (ESG Edition) 2024” published by TOYO KEIZAI INC.
• This analysis covers the period from October 1, 2023 to September 30, 2024.

About Interbrand

Interbrand is the world’s leading brand consultancy, established in London in 1974. For more than forty years, Interbrand has helped clients drive growth for both their brands and their business through a combination of strategy, creativity, and technology. In this era of an unprecedented abundance of choices and rapid innovation despite increasing social uncertainty, customer expectations and values are changing faster than businesses are. We believe it is crucial to explore the truth hidden behind these ever-changing human insights, understand customer thoughts and expectations as quickly as possible, make the decision to provide an experience that exceeds those expectations and take action. We call this decisiveness and action Iconic Moves™.

With Interbrand, clients benefit from a strategy team that uses cutting-edge analytical methods such as Brand Valuation™, the world’s first standard for measuring the monetary value of brands recognized by the ISO (International Organization for Standardization), an award-winning and highly creative creative team, and an experience activation team that implements brands into society, forming a single integrated solution. As a growth partner, we support projects by rethinking the business from the perspective of what it wants to be (Envision), creating demand (Innovation), and changing the behavior of stakeholders (Transformation).

For more information contact:

Hideaki Kuroki
Masamichi Nakamura
Motofumi Yamamuro,
Kayo Okamoto

Tel: +81 (0)3 6632 5340
e-mail: ibj-pr@interbrand.com

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Interbrand Japan was established in Tokyo in 1983 as Interbrand’s third base of operations after London and New York. We provide branding services that transcend the boundaries of conventional brands, incorporating advanced global approaches and knowledge, including support for incorporating customer perspectives into management through co-creation workshops with clients, for a variety of organizations and institutions including Japanese and foreign-affiliated companies, governments, and public agencies. For more information about Interbrand Japan, please visit https://www.interbrandjapan.com.

London
8th January 2024

Interbrand, the world’s leading brand consultancy, has announced the appointment of Fura Jóhannesdóttir as Global Chief Creative Officer. With extensive experience in brand excellence, Fura will lead Interbrand’s global creative community at a moment of critical and significant growth for the agency, overseeing design, experience and digital divisions across The Americas, EMEA and Asia. She will report to Interbrand’s Global CEO, Gonzalo Brujó and takes a position on Interbrand’s Global Executive Leadership Team.

Across a career spanning more than two and a half decades, Fura has led innovative global programs for clients including Volvo, Walmart and Google. Notably, she led the digital transformation program for Nike, including the development of OneNike, a singular platform for all Nike digital properties.

Jóhannesdóttir brings extensive experience of leading creativity across global markets, having built world class teams New York, Stockholm, London, across EMEA, APAC and MENA. Prior to this appointment, Fura was Global Chief Creative Officer at Huge where she led the global rebrand of the agency – and spent more than a decade directing creative in markets around the world for R/GA. Fura also served as a Trustee to D&AD for 4 years and helped shaping the future of diversity in the creative industry.

Commenting on this appointment, Fura Jóhannesdóttir said: “I am thrilled to be stepping into this exciting role at Interbrand during such a critical moment in the firm’s global evolution. For fifty years, Interbrand has been defining the branding category and I am honoured to be playing this role in shaping the next fifty years.”

“Interbrand collaborates every day with a truly impressive range of world class brands – and I am so excited about the potential and opportunities of working with these brand leaders and our excellent creative teams around the world, to imagine where we can take things next.”

Interbrand Global CEO, Gonzalo Brujó said: “I am delighted to welcome Fura to Interbrand – to accelerate our creative leadership at the most senior levels of our business around the world.In 2024, we have experienced significant success across our creative endeavours around the world – recognized with more than 65 prestigious award wins around the world.

Fura’s deep understanding of the role that creativity and creative leadership plays in driving value for world leading brands will be critical as Interbrand step into our next phase of growth.”

Contact

Tina Goldstone
tina.goldstone@interbrand.com

Interbrand has been a world-leading brand consultancy for 50 years – having pioneered iconic work and forged many of the brand-building tools that are commonplace across the industry today.

In collaboration with the world’s leading brands, Interbrand’s global team of thinkers and makers are pioneering the future of brand building. By turning customers into active participants, Interbrand helps clients strengthen their brands on an ongoing basis – its approach gives them the confidence to make Iconic Moves that spark desire and create utility, driving extraordinary results.

Interbrand is a part of Omnicom’s Brand Consulting Group that sits in the Communications Consulting Network.

Milan
November 20, 2024

Developed in collaboration with Interbrand and awarded Red Dot Award 2024, the new identity reflects the transformation of Gewiss into a project partner.

The multi-year partnership has redefined the Group’s role in the competitive landscape and society at large, reshaping its corporate ambition and brand identity. Interbrand has supported the evolution of the brand from a product supplier to a unique project partner capable of developing and managing integrated, connected solutions for businesses, professionals, and end customers.

As part of the strategic approach, new visual codes and a brand identity have been introduced, centered around “Bicky,” the geometric shape that echoes the GEWISS logo and characterizes all the Group’s digital and offline touchpoints. Bicky symbolizes innovation and the seamless connection between solutions. The new visual identity of Gewiss further enhances the brand’s origins and reflects the concepts of innovation, design, and sustainability.

The effectiveness and value of this transformation have also been recognized by the Red Dot Design Award 2024 in the “Corporate Design & Identity” category, one of the most prestigious international accolades for design excellence. This award highlights the company’s journey of managerial growth, internationalization, digitization, and sustainability, adding to the Red Dot awards won by GEWISS in 2016 and 2017 in the “Product Design” category.

“The renewed Brand Identity,” stated Francesco Toscano, Chief Strategic Marketing Officer at Gewiss, “while respecting the deep roots of our brand, conveys the dynamism of our evolution with new verbal, visual, iconic, and identity codes, aligned with our current strategic vision. This project, born from the partnership with Interbrand, stands out for its creative approach and design implementation—two fundamental elements to consolidate and amplify our brand’s impact on the business community. This is a recognition of the effective work carried out with Interbrand in making the Group’s trajectory tangible and visible.”

“This collaboration demonstrates the transformative value of design when strategically aligned with the company’s vision and goals,” concluded Andrea Serati, Creative Director at Interbrand. “The Red Dot Award 2024 is a testament to the power of this synergy and a tribute to the work of our team and that of Gewiss in exploring new horizons to create a more meaningful impact on society.”

Interbrand
Caterina Piras
Marketing & Communications Manager
caterina.piras@interbrand.com

Interbrand has been a world leading brand consultancy for over 5 decades – having pioneered iconic work and forged many of the brand building tools that are commonplace across the industry today.

In collaboration with the world’s leading brands, Interbrand’s global team of thinkers and makers are pioneering the future of brand building. By turning customers into active participants, Interbrand helps clients strengthen their brands on an ongoing basis – its approach gives them the confidence to make Iconic Moves that spark desire and create utility, driving extraordinary results.

Interbrand is a part of Omnicom’s (NYSE:OMC) Brand Consulting Group.

New York
November 19, 2024

Lenses.io, a data streaming innovation leader whose software helps developers to power the world’s largest businesses, today announced that it has rebranded with a focus on augmenting the capabilities of engineers to connect applications and AI with real-time data. With a reputation for building trusted developer solutions, the rebrand underscores the company’s mission to empower developers with an operating solution that boosts productivity and fosters innovation. As artificial intelligence (AI), hyper-personalization, and hyper-connectivity continue to drive rapid change, real-time data access is becoming increasingly critical as are the tools required to activate them.

“With more and more of our customers requiring real-time data as they evolve their AI strategies, it is important for us to showcase our expertise and more simply and clearly demonstrate the value that we are delivering for brands like Daimler, SAS, and Generali,” said Guillaume Aymé, CEO at Lenses.io. “Our new branding supports this by further strengthening our commitment to businesses evolving their intelligent data operations to uncover new business possibilities and augment human potential.”

“Inspired by the unique nature of the product, we’ve established strong, flexible codes in the creative, that echo the enchanting flow of data and how it moves people forward – all brought together in a scalable design system supporting Lenses’ continued growth and long-term success,” said Christoph Meyer-Roscher, Creative Director, Interbrand.

“Our new brand identity reflects how we simplify streaming data for engineers, which has historically been a hugely complex domain,” said Sandra Czajkowska, the Head of Corporate Strategy and GTM at Lenses.io.

The new Lenses.io branding marks another major milestone in the company’s growth strategy. The company will also introduce key product innovations in early 2025, equipping engineers to share and democratize access to their real-time data inside and outside their organizations.

To access the Lenses.io new branding and positioning, please visit: https://lenses.io/

Berlin
November 1st, 2024

Interbrand has been awarded a Grand Prix at the Red Dot Award: Brands & Communication Design gala, held on November 1st in Berlin.

This award recognizes the originality and impact of “Maestros” (“Masters” in English), a campaign launched by the Madrid office for the publication of the Best Global Brands 2023 report, which highlights the 30 most valuable brands in Spain.

Borja Borrero, Executive Director of Interbrand, received the award on behalf of the creative team responsible for this project, which he led, and which was first unveiled last February at the Prado Museum in Madrid.

Revealing “Maestros”, a homage to the most valuable Spanish brands

To create buzz among Spanish C-Suite and top leaders around the importance of brand valuation, Interbrand needed to break new ground and spark a meaningful conversation about brands’ capacity to produce preference, growth, and ultimately, value.

Having the Prado Museum in Madrid hosting the gala where the Best Spanish Brands report launch would be celebrated poised an incredible opportunity to leverage Spain’s 30 most valuable brands while confronting them with 30 iconic masterpieces.

The Prado Museum, an icon of Spain’s cultural heritage, served as the perfect backdrop for this event. The museum itself is a brand, as are the great ‘masters’ that inhabit its walls: Goya, Velázquez and El Greco among others. These masterpieces are part of the material and emotional heritage of the Spanish people, functioning as brands with an identity, imprint, and unique seal.

For this reason, the creative team started the project by delving into the vast archive of the Prado Museum, which consists of more than 20,000 works. An unparalleled wealth of content had to be revisited and meticulously scrutinized to select the 30 masterpieces that best reflected the spirit and nature of the Best Spanish Brands.

Then, using artificial intelligence (AI), Interbrand generated different visual narratives to complement those masterpieces, resulting in a collection of 30 posters highlighting the value of the brands represented. Both AI-generated imagery and masterworks needed to be matched visually and conceptually, without losing sight of the message we wanted to convey for each brand.

The use of AI was not arbitrary; it represented the coexistence between the artisanal and the digital, the past and the future. This integration emphasized the coexistence between culture and art, and the financial value of brands, which is the essence of Best Spanish Brands. Different techniques were united in a single representation—a classical pictorial technique with a contemporary technique such as AI. If in the Renaissance reality was interpreted by the hands and skill of the master, today AI reinterprets a compendium of visual archives into realistic or abstract images.

The 30 resulting posters were displayed at the Cloister of Jerónimos at the Prado Museum during the Best Spanish Brands Gala on February 29th, 2024. It was exciting to see the reactions of clients as they walked through the exhibition, finding their brands represented in such ways. The setting and context were so grand that one could feel their sense of amazement. Each work was treated with the utmost respect, valuing both the original piece and the brand while avoiding any negative or disrespectful connotations. The board of directors at the museum was impressed enough with the idea to request keeping the displayed works in their archive.

The 30-poster collection was also used to present the ranking on our website as well as is social media. Finally, Interbrand sent complimentary and personalized framed posters to each brand (CMOs and CEOs), and received numerous congratulations from clients, prospects, influencers and journalists, who were impressed by the originality and craftsmanship of the exhibition.

Ultimately, ‘Maestros’ is truly an ode to beauty, a reflection of how humans pursue excellence, communicating with the world through beautifully crafted artworks that ultimately generate value. It’s clear proof of the power of art and creativity combined to inspire, unite, and ultimately create value for the world through brands and branding.

Read more about all of the Red Dot 2024 award-winning words here.

Contact

Tina Goldstone
tina.goldstone@interbrand.com

About Interbrand

Interbrand has been a world leading brand consultancy for five decades – having pioneered iconic work and forged many of the brand building tools that are commonplace in across the industry today.

In collaboration with the world’s leading brands, Interbrand’s global team of Thinkers and Makers are pioneering the future of brand building.

Utilizing three lenses, that take into consideration Human Truths (a deep understanding of the consumer), Brand Economics (the financial forces driving a brand’s success), and Experiences (the creative interface between business operations and customer needs and desires), Interbrand give their clients the confidence to make Iconic Moves – sparking desire, creating utility, and driving extraordinary results.

Interbrand is a part of Omnicom’s (NYSE:OMC) Brand Consulting Group.

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25 years of Interbrand data shows the financial consequence of focusing on performance marketing over long-term brand investment

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Ferrari (#62) and YouTube (#24) have seen the biggest brand value increase in this year’s Best Global Brands ranking

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Apple (#1) remains at the top of the ranking

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Nvidia (#36), Pandora (#91), Range Rover (#96) and Jordan (#99) enter the ranking for the first time. Uber (#78) and LG (#97) re-enter

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New York
October 10, 2024

Global brand consultancy Interbrand today launched its annual Best Global Brands ranking, marking a quarter of a century of brand valuation analysis.

Since 2000, Interbrand’s longitudinal study has tracked and reported on the value of the world’s biggest brands – and 25 years of data contains important lessons for leaders of the world’s most renowned companies. A quarter of a century of analysis reveals that while performance marketing tactics can drive short-term financial gains, a lack of investment in long-term brand strategy has left the Best Global Brands with at least $3.5T of unrealized value. For this last year, this equates to $200B of lost revenue.

The cumulative value of the world’s most valuable brands has increased 3.4x since Interbrand first published its ranking (from $988B to $3.4T). While this may seem like impressive growth, the data and analysis showed that an increasingly short-term mindset has cost these companies significantly.

Gonzalo Brujó, Global CEO, Interbrand said: “If these brands had been treated and managed as strategic growth assets, then this table could be worth as much as $6.9T. The growth we see hides a staggering missed opportunity.”

Key findings from the 2024 report – Apple holds the top spot

Apple remains the most valuable brand, but its brand value has dropped for the first time in over two decades (-3%). 

Commenting on Apple, Greg Silverman, Global Director of Brand Economics, Interbrand said: “While others rushed into AI, Apple has taken a more deliberate path to ensure its AI releases matched its values. This slower-moving act of leadership has put long-term trust ahead of short-term revenue gains. Following these brand moves, Apple’s stock has moved up 20% YTD and we anticipate that Apple’s value will increase in the 2025 rankings.”

Automotive brands dominate 2024

14 of the top 100 brands of 2024 are automotive, making up more than any other sector in the ranking. Three auto brands – Toyota (#6), Mercedes-Benz (#8) and BMW (#10) – appear in the top 10. However, not all auto brands have achieved such success. Tesla (#12) has one of this year’s largest declines in brand value (-9%). Meanwhile, Kia (#86) Hyundai (#30) and Toyota (#6) achieved double digit growth.

Top-tier luxury shows resilience through innovation

Luxury’s brand value continued an upward trajectory (+7%, up from + 6.5% last year), extending relevance by creating new consumer experiences and expanded digital touchpoints, demonstrating powerful creativity that taps into the human condition.

Ferrari (#62) captured this year’s spot as the top-rising brand, with +21% brand value growth. Louis Vuitton jumped three places (#14 to #11) with Hermès (#22) and Prada (#83) two of the biggest luxury brand risers this year, seeing brand value growth of +15% and +14% respectively.

Manfredi Ricca, Global Chief Strategy Officer, Interbrand said:“Luxury is no longer about purchase alone, it’s about the experience that surrounds it. Luxury brands are continuing to show how innovation and customer experience can lead to premium growth. Louis Vuitton had a remarkable year last year with notable achievements across domains. Demonstrating its ability to sell culture not just handbags, the brand opened a series of restaurants and cafés around the world. It’s a rare accomplishment that a corporate holding company brand conveys a rich, varied house of brands while also resonating as a brand within its own right.”

Meet the 2024 new entrants

Nvidia (#36), Pandora (#91), Range Rover (#96), and Jordan (#99) are this year’s new entrants – and Jordan is the first personality brand to make it onto the table. Uber (#78) and LG (#97) re-enter.

Silverman said:“Jordan is a brand that has globalized on classic sports values of hard work and winning on and off the court. It has cleverly capitalized on the role social media has played in creating demand. Customers find themselves connected to the Jordan brand at many emotional levels allowing it to perform well financially and carve out a global position separate from the Nike corporate brand.”

How has the marketing landscape changed over 25 years?

Over the past 25 years – and especially coming out of the pandemic – we’ve seen a significant shift in the role of the Chief Marketing Officer in the boardroom and the influence that their brand and marketing teams have in shaping total growth strategies. CEOs and CFOs are prioritizing lower total investments with much more immediate returns.

Brujó said: “Performance tools, capabilities and systems have evolved over the past quarter century. As these tools shift, so do the pressures and expectations placed on brand and marketing leaders. Today, CMOs are expected to deliver greater revenue returns, in shorter time frames, for a lower investment.

“Many of the world’s most valuable brands are missing out on significant earning potential by over-investing in short-term gains. Our analysis shows these gains, when tied predominantly to short-term tactics, can undermine a company’s mid- to long-term revenue potential.”

What are the winners getting right?

Interbrand analysis shows that the most successful companies across the ranking treat their brand as a revenue generator, rather than as a cost center. They use their brand to build deeper, more meaningful and more equitable relationships with their customers – which drives loyalty and advocacy and creates more permission for these brands to be more present in consumers’ lives. Interbrand defines and describes this as Arena Thinking.

Ricca said: “Ferrari is the fastest growing brand on this year’s table. Its ability to move beyond cars is something to be lauded. From fashion to food, Ferrari is taking its strong sense of brand and finding new ways to show up for consumers – and they seem to resoundingly approve. When a brand like Ferrari, Google or even Spotify gains the trust of their consumers to expand into new Arenas, their potential for growth is unmatched.”

Best Global Brands methodology

Having pioneered brand valuation in 1988, Interbrand has a deep understanding of the impact a strong brand has on key stakeholder groups that influence the growth of a business, namely customers, employees, and investors. Strong brands influence customer choice and create loyalty, attract, retain, and motivate talent, and lower the cost of financing. Interbrand’s brand valuation methodology has been specifically designed to take all these factors into account. Interbrand was the first company to have its methodology certified as compliant with the requirements of ISO 10668 (requirements for monetary brand valuation) and played a key role in the development of the standard itself.

There are three key components to all valuations: an analysis of the financial performance of the branded products or services, the role the brand plays in purchase decisions, and the brand’s competitive strength.

1. Financial Analysis

Financial Analysis measures the overall financial return to an organization’s investors, or its economic profit. Economic profit is the after-tax operating profit of the brand, minus a charge for the capital used to generate the brand’s revenue and margins.

2. Role of Brand

Role of Brand measures the portion of the purchase decision attributable to the brand as opposed to other factors (for example, purchase drivers such as price, convenience, or product features). The Role of Brand Index (RBI) quantifies this as a percentage. RBI determinations for Best Global Brands derive, depending on the brand, from one of three methods: commissioned market research, benchmarks against Role of Brand scores from client projects with brands in the same industry, or expert panel assessment.

3. Brand Strength

Brand Strength measures the ability of the brand to create loyalty and, therefore, sustainable demand and profit into the future. Brand Strength analysis is based on an evaluation across 10 factors that Interbrand believes constitute a strong brand. Performance in these areas is judged relative to other brands in the industry and relative to other world-class brands. The Brand Strength analysis delivers an insightful snapshot of the strengths and weaknesses of the brand and is used to generate a road map of activities to grow the brand’s strength and value into the future.

To be included on the Best Global Brands ranking, brands must meet these criteria:

• There must be sufficient publicly available data on the brand’s financial performance.
• At least 30 percent of revenue must come from outside of the brand’s home region.
• The brand must have geographic coverage in emerging markets.
• Economic profit must be expected to be positive over the longer term.
• The brand must have sufficient global awareness.
• The brand’s ‘Brand Strength Score’ must be equal to 50 or above.

These requirements—that a brand be global, profitable, visible, and relatively transparent with financial results—explains the exclusion of some well-known brands that might otherwise be expected to appear in the ranking. As a leader in brand measurement and valuation, Interbrand regularly reviews its frameworks and methodologies to ensure they continue to reflect how valuable brands are built and managed.

Contact

Tina Goldstone
tina.goldstone@interbrand.com

About Interbrand

Interbrand has been a world leading brand consultancy for five decades – having pioneered iconic work and forged many of the brand building tools that are commonplace in across the industry today. In collaboration with the world’s leading brands, Interbrand’s global team of Thinkers and Makers are pioneering the future of brand building.

Utilizing three lenses, that take into consideration Human Truths (a deep understanding of the consumer), Brand Economics (the financial forces driving a brand’s success), and Experiences (the creative interface between business operations and customer needs and desires), Interbrand give their clients the confidence to make Iconic Moves – sparking desire, creating utility, and driving extraordinary results.

Interbrand is a part of the Omnicom Group (NYSE: OMC). For more information, please visit www.interbrand.com.

Shanghai, China
September 2024

Sep 03, Interbrand released 2024 Best China Brands (BCB 2024), marking its 16th brand value ranking for the domestic market. BCB continues to provide strategic implications for growth of local brands.

Summary

• The total brand value reached RMB 3.371 trillion, with over 60% of brands increase in value, showing the strength of Chinese brands navigating through economic cycles.

• Tencent has been at the top of the list for 9 consecutive years, followed by Alibaba and China Construction Bank. Kuaishou and Huazhu Group have made a strong entry on the list, ranking 25th and 33rd respectively.

• The fastest-growing brands this year are mainly from the consumer goods, technology, retail, and automotive industries, indicating that brands satisfying the daily consumption and technology upgradation tend to have higher resilience.

• Interbrand has found that in response to cyclical pressures, Chinese brands have adopted four new paths to value growth: outward expansion, downward deepening, precise targeting, and strengthened leadership.

• Brand horizons are turning to external industries or overseas markets. Haier has gone global with its own brand, enhancing the global influence of Chinese brands through a “three-in-one” strategy. Midea is gradually focusing on B2B business to enhance the brand’s high-end technology image, playing the “B+C” complementarity game.

• Kuaishou embraces the “老铁” culture, Moutai penetrates the young demographic, and Yili deepens its local channels. ToC brands are more adept at focusing on the needs of the lower-tier market population and establishing connections with users.

• Anta and Mengniu delve into segmented populations, responding to “small” insights with “refined” needs, achieving proactive “brand-to-person” services.

• Tencent and Mindray combine innovative technology and AI with core industry technologies, leveraging technological innovation to strengthen their own capabilities and lead new industry trends.

To learn more, you can download the full report here.

For more information, please contact: ibchina@interbrand.com

About Interbrand

Interbrand has been a world leading brand consultancy for five decades – having pioneered iconic work and forged many of the brand building tools that are commonplace in across the industry today.

In collaboration with the world’s leading brands, Interbrand’s global team of Thinkers and Makers are pioneering the future of brand building.

Utilizing three lenses, that take into consideration Human Truths (a deep understanding of the consumer), Brand Economics (the financial forces driving a brand’s success), and Experiences (the creative interface between business operations and customer needs and desires), Interbrand give their clients the confidence to make Iconic Moves – sparking desire, creating utility, and driving extraordinary results.

Interbrand is a part of Omnicom’s (NYSE:OMC) Brand Consulting Group.