Themes

When choice is made by an agent, what’s the point of brands?

Brands are not facing extinction, but accelerated selection. There will still be many names and logos out there, but fewer will be truly capable of driving choice.

Today, brands must address two types of audiences

As individuals, we will delegate some choices to agents, but we will still want to retain control of some choices.

Company boards and leaders face a choice

Whether focus their efforts on fighting the algorithmic battle or build their brands into icons that sway human perceptions and behaviors and drive choice, engender loyalty, and impact profits and share price.

Our valuation framework seeks to provide an insightful analysis of your brand, showing how it is contributing to business growth today, together with a roadmap of activities to ensure that it is delivering even further growth tomorrow.

How brands qualify

These requirements explain 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 periodically reviews its frameworks and methodologies to ensure they continue to reflect how valuable brands are built and managed.

Download our methodology

01

Revenue

At least 30 percent of revenue must come from outside of the brand’s home region.

02

Presence

The brand must have geographic coverage in emerging markets.

03

Public

There must be sufficient publicly available data on the brand’s financial performance.

04

Profit

Economic profit must be expected to be positive over the longer term

05

Awareness

The brand must have sufficient global awareness.

06

Brand Strength

The brand’s ‘Brand Strength Score’ must be equal to 50 or above.

About Arena Thinking

The world’s most valuable brands use Arena Thinking to fuel their extraordinary growth. Increasingly, it’s difficult to assign the highest-performing Best Global Brands into any single category.

Arena Thinking is a new way of driving brand growth. Instead of putting category conventions or industry norms at the center of strategy, Arena Thinking puts human motivation and evolving expectations at the core:

| PLAY | EXPRESS | MOVE | CONNECT | THRIVE | DWELL | FUND | LEARN | PROVIDE | DO | EXPLORE |