Louis Vuitton, the undisputed leader of luxury fashion brands (Interbrand)
Leading brand consultancy, Interbrand, named Apple, Google and Coca-Cola the three most valuable brands in its 2016 Best Global Brands report, with automotive and technology brands dominating the ranking—and Tesla and Dior entering the Top 100 brands. Now in its 17th year, the report reveals the Anatomy of Growth, and features an insider’s view of how great brands grow great businesses.
Only two Italian brands are included in the ranking – Gucci (up) and Prada (down). The ranking of the fashion brands include Hermès, which grew by 17% and up from 41st to 34th place, while Louis Vuitton is the undisputed leader. The brand value of Louis Vuitton (ranked 19) is evaluated at 24 billion euros.
Dior led by Maria Grazia Chiuri is a new entry coming in at 89th place. Gucci (# 53), with a value of 9.385 billion dollars, progresses 6%, demonstrating that the new course of the creative director Alessandro Michele is giving the expected results. Since 2004, when the brand value of Gucci was estimated by Interbrand of $ 4.7 billion, the value increased year after year well over 100% . Only in 2015 the growth brand value had stopped. “Last year – said Marco Bizzarri, President and CEO of Gucci commenting on the ranking – it was the year of reinvention, when we laid the foundations of the new Gucci. As a reset. “Thanks to the implementation of a coherent vision of the creative director Alessandro Michele at all points of contact with the customer, Gucci is going through a period of great enthusiasm. The growth we are registering does not come then from the opening of new stores, but the conquest of market share. ”
Prada (# 81) lost 12%, recording a value of 5.504 billion dollars. A fact that demonstrates how the brand fatigue does not emerge only from the quarterly data Interbrand releases a list of the top 100 brands by analyzing how the brand will produce benefits within the company, from attracting the best talent, to meet customer expectations. There are three key aspects that contribute to the assessment of the mark: the financial performance of the products or services, the role of the brand in influencing consumer choice and brand strength to be able to fix a higher price, or in ensuring a company gain.