Manzana retains its crown, for the second consecutive year, in the ranking of the world’s most valuable brands of Kantar BrandZ. The recent report shows that the total value of the 100 most prestigious, this year, is 6.9 trillion dollars. Despite a 20 percent drop in the overall index compared to 2022, the nominated brands maintain their long-term growth trajectory, up 47 percent from pre-pandemic levels.
With a brand valuation of $880.455 million, Apple has demonstrated its resilience in the face of challenging market conditions, justifying its high prices with positive perceptions, and finding that meaningful, different, and salient branding is better positioned to weather the challenges. global economic upheavals. on that road, Google and Microsoft round out the podium, so tech brands command the largest share of brand equity.
The national representation is carried out Free market, the platform continues in the ranking, positioning itself in position 72. For the second consecutive year, the company, founded in Argentina in 1999, is the only Latin American brand that appears in the ranking. In this way, the entrepreneurship Marcos Galperin continues to be the eCommerce system and largest and most relevant online payments in Latin America.
“We are proud to continue in the Top 100 of the most valuable brands on the planet,” he said. Sean Summers, CMO of Mercado Libre, adding: “This motivates us to continue innovating to improve the experience of our millions of users and to continue developing new solutions for the entire ecosystem. We are very happy to be a Latin American company that continues to grow as a global benchmark and continues to drive progress throughout the region.”
The report of Kantar BrandZ, Anchored in consumer opinion, it allows companies to identify the strengths of their brand in the market and guides them, with strategic clarity, so that they can reinforce their long-term value. Brands must meet the following criteria to be listed in the ranking: it must be owned by a publicly traded company or a private entity whose available financial information is in the public domain. In the case of unicorn brands, their most recent valuation must be available to the public.
“In order to grow, companies have to continue investing in brand building and in the diversification of products and markets,” he observed. Mariana Fresno Aparicio, General Director of Kantar Argentina and added: “This year’s results demonstrate that without a doubt; Even in the current macroeconomic climate, it is still possible to find growth in any category and territory with the right strategy, focused on forging and maintaining strong connections with consumers.”
martin guerrieriadirector of Kantar BrandZ, concluded: “This year’s results are a continuation of the long-term growth trend for brands, which began after the global financial crisis of 2008 and continued until the start of the pandemic in 2020. If Although the market has been volatile and has taken a heavy hit from international macroeconomics, consumer sentiment on brands has proven to be much more stable, the world’s most valuable brands remain highly regarded.”
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