Nike Tops Brand Finance’s Most Valuable Brands Lis, Rolex Claims “Strongest” Title
In its latest brand valuation ranking, Brand Finance focuses on the “world’s most valuable apparel companies,” with Nike taking the top spot on the list for the seventh year in a row. “Despite recording a 13 percent brand value drop to $30.4 billion” for 2021, Brand Finance found that the Beaverton, Oregon-based sportwear titan retained the number 1 spot, due in part to its continued pattern of introducing “new technology in its products,” and maintained “a considerable lead over second-ranked Gucci,” which has a brand value of $15.6 billion, down 12 percent from 2020. Louis Vuitton, adidas, Chanel, Zara, Uniqlo, H&M, Cartier, and Hermès round out the rest of the top 10.
Breaking its “apparel” ranking down its various segments, including, “luxury; sportswear; fast fashion; watches, accessories and jewelry; high street designer; underwear; and footwear,” Brand Finance looks at the 5,000 “biggest brands” in these spaces, and ranks companies by “brand value,” a metric that it defines as “the value of the “names, terms, signs, symbols, logos, and designs” that a company uses to identify and distinguish its “goods, services or entities” from those of others, thereby creating “distinctive images and associations in the minds of stakeholders, and generating economic benefits” for the company as a result.”
While the total value of the world’s top 50 most valuable apparel brands as a whole declined by 8 percent, decreasing from $299.8 billion in 2020 to $276.4 billion in 2021, per Brand Finance’s calculations, as “global and widespread economic disruption caused a sharp decrease in demand and lockdown-induced store closures” further chipped away at companies’ bottom lines, not all sub-sectors and brands fared poorly. For instance, Brand Finance found that footwear “recorded an increase in brand value year-on-year, posting a 9 percent rise in brand value on average,” and new entrants, such as Timberland and Converse, “performed particularly well, recording a 47 percent and 48 percent brand value increase, respectively.”
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