品牌价值-欧洲最有价值和最强大品牌500强的2023年度报告（英）

Europe5002023TheannualreportonthemostvaluableandstrongestEuropeanbrandsSeptember2023Contents.About

Brand

Finance37ForewordDavid

Haigh,

Chairman&

CEO,

Brand

FinanceRanking

Analysis9BrandValue

&

BrandStrengthAnalysis10Brand

Value

RankingCountry

Performances1626Global

Soft

Power

Index283132343536UnitedKingdomGermanyFranceItalyITA:Interview

with

Giovanni

Sacchi,Director,

Italian

Trade

Agency

LondonSweden3840SwedishInstitute:Interview

with

Cecilia

Andrae,Senior

Adviser,

Swedish

InstituteIreland424348MethodologyOur

Services©2023Allrightsreserved.BrandFinancePlc.BrandFinanceEurope5002023/europe2AboutBrandFinance.BrandFinanceistheworld'sleadingbrandvaluationconsultancy.We

bridge

the

gap

between

marketing

and

financeBrandFinancewassetupin1996withtheaimof'bridgingthegapbetweenmarketingandfinance'.For

morethan25years,wehavehelpedcompaniesandorganisationsofalltypestoconnecttheirbrandstothebottomline.We

quantifythefinancialvalueofbrandsWe

putthousandsoftheworld’sbiggestbrandstothetesteveryyear.

Rankingbrandsacrossallsectorsandcountries,wepublishover100reportsannually.We

offerauniquecombinationofexpertiseOurteamshaveexperienceacrossa

widerangeofdisciplinesfrommarketingandmarketresearch,tobrandstrategyandvisualidentity,

totaxandaccounting.We

prideourselvesontechnicalcredibilityBrand

Finance

is

a

chartered

accountancy

firm

regulatedbytheInstituteofCharteredAccountantsinEnglandandWales,

andthefirstbrandvaluationconsultancytojointheInternationalValuation

StandardsCouncil.OurexpertshelpedcrafttheinternationallyrecognisedstandardsonBrandValuation–ISO10668andBrandEvaluation–ISO20671.Ourmethodologyhasbeencertifiedbyglobalindependentauditors–AustrianStandards–ascompliantwithboth,andreceivedtheofficialapprovaloftheMarketingAccountabilityStandardsBoard.Get

inTouch.For

business

enquiries,

please

contact:Richard

HaighManagingDirector/company/brand-financerd.haigh@brandfi/brandfinance/brandfinance/brandfinanceFor

media

enquiries,

please

contact:Michael

JosemCommunicationsDirectorm.josem@brandfiForallother

enquiries:enquiries@brandfi+44

207

389

9400www.brandfiBrandFinanceEurope5002023/europe3RequestyourownBrandValue

ReportABrandValue

Reportprovidesacompletebreakdown

oftheassumptions,datasources,andcalculationsusedto

arrive

atyourbrand’svalue.Eachreportincludesexpertrecommendationsforgrowingbrandvalueto

drive

performanceandoffersacost-effectiveway

to

gainingabetterunderstandingofyourpositionagainstpeers.InsightVisit

/request-a-valuationoremailenquiries@brandfiStrategyBenchmarkingEducationBrand

ValuationSummaryBrandStrength

TrackingRoyalty

RatesCost

ofCapital

AnalysisCommunicationCustomerResearch

FindingsUnderstandingCompetitorBenchmarkingenquiries@brandfiBBrandirectoryistheworld’slargestdatabaseofcurrentandhistoricalbrandvalues,providingeasyaccesstoallBrandFinancerankings,reports,whitepapers,andconsumerresearchpublishedsince2007.+

Browsethousandsofpublishedbrandvalues+

Track

brandvalue,strength,andratingacrosspublicationsandovertime+

Useinteractivechartstocomparebrandvaluesacrosscountries,sectors,andglobalrankings+

Purchaseandinstantlyunlockpremiumdata,completebrandrankings,andresearchVisittofindoutmore.BrandFinanceGroup.BrandFinanceInstituteBrand

FinanceInstituteis

theeducationaldivisionofBrand

Finance,

whose

purposeis

to

createandfostera

professional

environmentforknowledge-sharing

andnetworking

amongpractitionersandexpertsin

themarket.

BFI

organises

events,

in-companytraining,andcorporateeducationalinitiativesaroundtheworld.In

thequestformarketingexcellenceandwiththepurposeto

equipthebrandvaluationandstrategypractitionerswiththenecessaryskillsandtools,we

have

developeda

wide

range

of

programmes

andcertificationsincollaborationwiththemost

coveted

business

schools,universitiesand

thoughtleadersin

thefield.BrandDialogueBrand

Dialogue

is

a

public

relations

agency

developingcommunications

strategies

to

create

dialogue

that

drivesbrand

value.

Brand

Dialogue

has

over

25

years

of

experiencein

delivering

campaigns

driven

by

research,

measurement,and

strategicthinking

for

a

variety

of

clients,

with

a

strongbackground

in

geographic

branding,

includingsupportingnation

brands

and

brands

with

a

geographical

indication(GI).

Brand

Dialogue

manages

communications

activitiesacross

Brand

Finance

Group's

companies

and

network.VI360VI360isa

brandidentitymanagementconsultancyworkingforclientsofallsizesonbrandcompliance,brandtransition,andbrandidentitymanagement.VI360providestraightforwardandpracticalbrandmanagementthatresultsintangiblebenefitsforyourbusiness.BrandFinanceEurope5002023/europe5Global

BrandEquity

MonitorOriginalmarket

researchonover

5,000

brands38

countries

and

31

sectors

coveredMore

than

150,000

respondents

surveyed

annuallyWe

are

now

in

our

7thconsecutive

year

conducting

the

studyVisit/consumer-researchoremailenquiries@brandfienquiries@brandfiForeword.Brandvaluationhelpscompaniesunderstandthevalueoftheirbrandandhowitcontributestotheoverallvalueofthecompany.

Thisimportantunderstandingcaninformdecision-makingrelatedtomarketingandbrandingefforts,aswellasprovidea

benchmarkforfutureperformance.Itcanalsobeusedtohelpattractinvestorsandsecurefinancing,asa

strongbrandcanbea

valuableasset.Additionally,

brandvaluationcanbeusefulintheeventofa

mergeroracquisition,asitcanhelpdeterminethevalueofthebrandbeingacquired.Overall,brandvaluationhelpsorganisationsunderstandtheworthoftheirbrandandhowitfitsintotheiroverallbusinessstrategy.A

strongbrandcanleadtoimprovedbusinessreturnsinseveralways.First,a

strongbrandcanhelpa

companydifferentiateitselffromitscompetitorsandestablishauniqueidentityinthemarket,whichcanleadtoincreasedcustomerloyaltyandretention.This,inturn,canleadtohighersalesandrevenue.A

strongbrandcanalsohelpa

companycommanda

higherpriceforitsproductsorservices,asconsumersarewillingtopaymorefora

brandtheyperceiveashigh-qualityandtrustworthy.

Inaddition,a

strongbrandcanhelpa

companyattracttoptalent,asemployeesmaybemoreattractedtoworkfora

well-knownandreputablebrand.Finally,a

strongbrandcanprovidea

companywitha

competitiveadvantageandhelpitweathereconomicdownturnsorindustrydisruptions.DavidHaighChairman,BrandFinanceThisyear,

BrandFinancehasinvestedmoreinresearchingandunderstandingcustomerperceptionofbrandsacrosstheworldthaneverbefore,withoriginalresearchtakingplaceindozensofjurisdictionsglobally.

Thereportyouarereadingisbasedonthisextensiveoriginalresearch,withthefindingsrepresentinga

catalystforfurtherconversations.Ifyouwanttohelpbuilda

strongerbrand,orifyouwanttobetterunderstandthevalueofyourbrand,pleasecontacttheBrandFinanceteamandI

anytime.I

lookforwardtotheconversationandhelpingtobuilda

moreprofitablefutureforyourbrand.BrandFinanceEurope5002023/europe7DeutscheTelekom

overtakesMercedes-Benzto

become

themost

valuableEuropean

brand.+

Deutsche

Telekom

isthemostvaluableEuropeanbrand,valuedatEUR60.7billion+

Mercedes-Benz

isthesecond-mostvaluableEuropeanbrand,brandvalueEUR56.7billion+

Europeanautomobilebrandslosemomentum,declininginbrandvalueandstrength+

AnotherGermanbrandmakesupthetopthreeasAllianz

Group

overtakesShell+

Swisscom

isthestrongestEuropeanbrand,witha

BrandStrengthIndex(BSI)scoreof91.7/100+

Nespresso

istheEuropeanbrandwiththebiggestchangeinbrandvalue+

Porsche

hasthehighestSustainabilityPerceptionsValue

(SPV)atEUR7.8billionBrandFinanceEurope5002023/europe8RankingAnalysis.RankingAnalysis.Deutsche

Telecom

hashad

a

remarkable

year,DeutscheTelekom

isthemostvaluableEuropeanbrandGermantelecomsproviderDeutscheTelekom

(brandvalueup17%toEUR60.7billion)surpassesformerchampionMercedes-BenztobecomethemostvaluableEuropeanbrand,accordingtoa

newreportfromleadingbrandvaluationconsultancy,

BrandFinance.surpassing

Mercedes-Benzto

become

the

champion

ofEuropean

brands.

Thanksto

itsrebranding

efforts,

theGerman

telecoms

giant

hassuccessfully

enhanceditsbrand

visibility

and

strengthacross

diverse

internationalmarkets

and

consumersegments,

aligning

with

itsambitionto

become

amarket

leader,

not

just

inEurope,

but

globally.Everyyear,

leadingbrandvaluationconsultancyBrandFinanceputs5,000ofthebiggestbrandstothetest,andpublishesover100reports,rankingbrandsacrossallsectorsandcountries.Theworld’stop500mostvaluableandstrongestEuropeanbrandsareincludedintheannualBrandFinanceEurope5002023ranking.Buildingonitssuccessasthesecondmostvaluabletelecomsbrandglobally,DeutscheTelekom’s

latesttitleasthemostvaluableEuropeanbrandcomesasaresultofstrongrevenuegrowthacrossEuropeanmarketsandincreasingcustomernumbers.Thelatterhasalsosignificantlypropelledthebrand’sgrowthintheUS,whichhasseenrecordcustomeradditions.Anessentialcomponentofthebrand’sglobalbrandstrategywastheintroductionofitsnewGroup'T'logolastyear.

Throughitsunified,one-brandapproach,DeutscheTelekom

hascontinuedtostrengthenitsglobalreputationandfamiliarity.DavidHaighChairmanandCEOofBrandFinanceBrandFinanceEurope5002023/europe

10Ranking

Analysis.Top

10MostValuableEuropeanBrands©BrandFinancePlc20231221324915262143EUR60.7

bn+17%EUR56.7

bn+8%EUR46.6

bn+20%EUR46.5

bn+8%EUR38.9

bn+19%6271800102117589EUR35.4

bn+22%EUR32.7

bn-8%EUR25.3

bn+25%EUR24.8

bn+24%EUR21.6

bn+20%Mercedes-Benzisthesecond-mostvaluableEuropeanbrand,brandvalueEUR56.7billionMercedes-Benz(brandvalueup8%toEUR56.7billion)leadsthepackforluxuryautomobilesasthesecond-mostvaluableEuropeanbrand.Despitedroppingtosecondplacethisyear,

thebrandcontinuestoenjoyinternationalgrowth.Thisgrowthcanbeattributedtoinnovativenewproductdevelopments,reflectinganindustry-widetransitiontoelectricvehiclesandanall-electricfuture.Further,

theconstructionofanewfactoryinHungarylastyearexpandedMercedes’partnershipwithChinesebrandCATL,withthegoalofdevelopingnext-generationhigh-performancebatterycellsandmodules.Theinitiativealsoalignswiththebrand’sAmbition2039sustainabilityagenda;Mercedes-Benzaimsforcarbonneutralityacrossitsentirevaluechain,includingcarbon-neutralproductionofbatterycellsfromrenewableenergysourcesandresponsibly-sourcedrawmaterials.BrandFinanceEurope5002023/europe

11Ranking

Analysis.Europeanautomobilebrandslosemomentum,declininginbrandvalueandstrengthAnotherGermanbrandmakesupthetopthreeasAllianzGroupovertakesShellTheEuropeanautomobileindustryhassufferedsincethepandemicduetosupplychaindisruptions,includingaglobalsemiconductorshortage,andrisingenergycostsformanufacturers.Moreover,theexpansionofelectriccarsinChinaisposinganincreasingthreatforEuropeanautomakers.InsurancepowerhouseAllianzGroup

(brandvalueup20%toEUR46.6billion)isthisyear’sthird-mostvaluableEuropeanbrand.Allianz'sbrandvaluehasincreasedduetorecordresultsinrevenueandoperatingprofitin2022,demonstratingparticularlystrongperformanceintheProperty-Casualty,Life/Health,andAssetManagementsegments.CustomerThisyear,

ChineseelectricvehiclegiantBYD

introduced

andemployeesatisfactionforthebrandalsoreachedanultra-affordableelectriccarinChinapricedatjustCNY80k(USD11k),posingseriouscompetitiontoTesla's

ModelY.

Witharangeofimpressivetechfeatures,ultra-affordableEVslikethisthreatentodisruptChina'sfirst-carmarket.anall-timehigh,solidifyingitspositionasoneoftheworld’slargestandmosttrustedfinancialinstitutions.Shell

(brandvalueup8%toEUR46.5billion)movesdowntofourthplacethisyear.

Shellplayeda

globalleadershiproleinhelpingcustomersdivestfromRussianfollowingtheRussianinvasionofUkraine,helpingtomitigatedamagetoEurope’senergysecurity.

Theeconomicfalloutofthepandemic,leadingtorisingoildemandandincreasedhydrocarbonprices,hasfurtherbenefittedShell.With

theappointmentofa

newCEOin2023,thebrandanticipatescontinuedgrowth.However,concernsabouthighprofitsfromincreasedenergypricesandinsufficientcommitmenttoalternativeenergysourcescouldpresenta

risktobrandperceptions.Electricvehiclesalsohavesimplerelectricmotorscomparedtocombustionengines,meaningthat,asbatterycostsfall,electricvehiclescouldbecomecheaperthangascars.Anextremedropinbatterypricescouldtriggerarapidglobalshifttoelectricvehicles,meaningthatEuropeanautomakerswouldfaceanenormouscompetitivedisadvantage.Thiscouldinturnhaveanegativeimpactontheirbrandvalue,strength,andoverallreputation.BrandFinanceEurope5002023/europe

12Ranking

Analysis.Top

10StrongestEuropeanBrands©BrandFinancePlc2023122132491521974141291.7+2.990.7-0.290.5+6.789.9+0.389.4+13.6AAA+AAA+AAA+AAA+AAA627822102173229183889.2+14.888.2-88.1+2.388.0+3.987.8+1.3AAAAAAAAAAAAAAASwisscomisthestrongestEuropeanbrand,witha

BrandStrengthIndexscoreof91.7/100Inadditiontocalculatingbrandvalue,BrandFinancealsodeterminestherelativestrengthofbrandsthroughabalancedscorecardofmetricsevaluatingmarketinginvestment,stakeholderequity,andbusinessperformance.CompliantwithISO20671,BrandFinance’sassessmentofstakeholderequityincorporatesoriginalmarketresearchdatafromover100,000respondentsin38countriesandacross31sectors.Swisscom

(brandvalueup18%toEUR6.1billion)isthestrongestEuropeanbrand.TheSwisstelecomsgianthasboosteditsbrandstrengththroughitspioneeringinitiativesintheEuropean50market,announcingitsnewFixedWirelessAccess5Gserviceforbusinesscustomersattheendoflastyear.Swisscomiscommittedtoboostingitsbrandstrengthandglobalreputationthroughtheestablishmentofmorephysicalshopsworldwide,aswellasrevisingitsbrandingefforts,bothinstoresandonline.BrandFinanceEurope5002023/europe

13Ranking

Analysis.BrandValue

Change2022-2023(%)©BrandFinancePlc2023245%149%142%130%120%-32%100%-32%96%92%88%79%-31%-30%-29%-34%-33%-32%-47%-53%NespressoistheEuropeanbrandwiththebiggestchangeinbrandvalueNespresso

(brandvalueup245%toEUR2.8billion)isanewentrantthisyearastheEuropeanbrandwiththebiggestbrandvaluechange.Well-reputedforqualityandluxury,

Nespressohasmaintainedconsumerloyaltybyconsistentlydevelopingnewandinnovativeproductsacrossitscoffeecapsuleandmachineranges.Inaddition,Nestléchangedit'sreportingtoenableenhancedtransparencyonfinancialinformationandanidentificationofNespresso'srevenueseparatefromotherbrandsintheportfolio.Thiscausedaboostinbrandvalueagainstestimatedsalesvolumesfromtheyearbefore.Improvedfinancialreportingonbrandsisbestpracticeformanagementtoenableinvestorsandthird-partyusersofaccountstoaddaccountabilityonbrandmanagement.BrandFinanceEurope5002023/europe

14Ranking

Analysis.SustainabilityPerceptionValues

(SPV)©BrandFinancePlc2023EURxx

=

sustainabilityperceptionsvaluex.x

=

sustainabilityperceptionsscore/1012345EUR7,804

m4.44EUR6,250

m4.74EUR4,963

m3.68EUR4,284

m4.73EUR3,774

m4.01678910EUR3,421

m3.84EUR3,205

m4.21EUR2,273

m4.47EUR1,861

m4.96EUR1,826

m4.66PorschehasthehighestSustainabilityPerceptionsValue

(SPV)atEUR7.8billionPorschehascontinuedtoadvanceitssustainabilityinitiativesthisyear.

ThebrandhasremainedcommittedtoadvancingitsSustainabilityStrategy30agenda,whichfocusesonsixkeyareasencompassingenvironmentalactionandsocialresponsibility.In2022,thebrandalsopartneredwiththeUNGlobalCompact,theworld’slargestcorporatesustainabilityinitiative,toacceleratetheintegrationofitssustainabilitystrategyacrosstheentirecompany.

PorschewillregularlyreportonitsESGactivitiestoboththeorganisationandtothepublic.LuxuryGermancarmanufacturerPorsche

(brandvalueup22%toEUR35.4billion)hasthehighestSustainabilityPerceptionsValue

ofanybrandincludedintheEurope500ranking,atEUR7.8billion.Porscheisdedicatedtoadvancingsustainabilityinitiativesintheautomotiveindustry;thebrandhascommittedtoofferingmoreelectricandhybridvehicles,promotingcleanerenergysources,andimplementinginnovativetechnologiestoimproveenergyefficiencyandreduceemissions.Porsche’spositionatthetopoftheSPVtableisnotanassessmentofitsoverallsustainabilityperformance,butratherindicateshowmuchbrandvalueithastiedupinsustainabilityperceptions.Thatsaid,BrandFinanceresearchfindsthatsustainabilityisakeydriverofchoiceforconsumersintheluxuryautosector,

at22.9%.Despitethewell-knownnegativeenvironmentalconsequencesassociatedwiththeautomotiveindustry,thesebrandsareactivelyincorporatingESG(Environmental,Social,andGovernance)principlesintotheircommunicationstrategies,therebybolsteringfavourableconsumerperceptions.BrandFinanceEurope5002023/europe

15BrandValue

Ranking(EURm).To

p

500mostvaluableEuropeanbrands1-502023BrandValueBrandValueChange2022BrandValue2023BrandRating

Rating2022Brand2023

2022Rank

RankBrandCountrySector2121221002122221022111121222212232223221111211210212DeutscheTelekomMercedes-BenzAllianzGroupShellGermanyGermanyGermanyUnitedKingdomGermanyGermanyGermanyFranceTelecomsAutomobilesInsuranceOil&

GasAutomobilesAutomobilesAutomobilesApparel60,65356,67246,60446,46638,90835,43032,73025,34024,77221,616+16.9%+8.2%51,88352,39338,97943,05032,72029,07035,39420,20020,04617,952AA+AAA-AA+AA+AAA-AAAAAA-AAA-AAA-AAA-AAA-AAA2134+19.6%+7.9%4356BMW+18.9%+21.9%-7.5%67PorscheVolkswagenLouisVuittonEY75AA+AAAAAA-AAA88+25.4%+23.6%+20.4%99UnitedKingdomSwitzerlandGermanyGermanyFranceCommercialServicesFoodAAA+

AAA+AAA-

AAA10111213141516171819202122232425262728293031323334353637383940414243444546474849501110162518241517192312142021262234313330285350-NestléSiemensGroupSAPEngineering&

ConstructionTechTotalEnergiesHSBCOil&

GasBankingUnitedKingdomFranceChanelOrangeGucciApparelFranceTelecomsApparelItalyLidlGermanySpainRetailSantanderVodafoneBPBankingUnitedKingdomUnitedKingdomSwedenTelecomsOil&

GasRetailIKEAAXAFranceInsuranceApparelAdidasBoschGermanyGermanyUnitedKingdomFranceEngineering&

ConstructionCommercialServicesAerospace&

DefenceRetailKPMGAirbusTescoUnitedKingdomFranceHermèsAudiApparelGermanyFranceAutomobilesApparelDiorEquinorAldiSüdCartierBarclaysL'OréalSberNorwayOil&

GasRetailGermanyFrance364342-ApparelUnitedKingdomFranceBankingCosmeticsBankingRussia44412938373259394056454962DHLGermanyFranceLogisticsCarrefourEnelRetailItalyUtilitiesEDFFranceUtilitiesBNPParibasZaraFranceBankingSpainApparelRolexSwitzerlandGermanyUnitedKingdomFranceApparelReweRetailSkyTelecomsEngineering&

ConstructionOil&

GasBankingVinciEniItalyUBSSwitzerlandFranceCapgeminiTechBrandFinanceEurope5002023/europe

16Brand

Value

Ranking.To

p

500mostvaluableEuropeanbrands51-1002023BrandValueBrandValueChange2022BrandValue2023BrandRating

Rating2022Brand2023

2022Rank

RankBrandCountrySector11212212121121101212221212111122211222232112121211515253545556575859606162636465666768697071727374757677787980818283848586878889909192939495969798994835614764802771517358578255606654106658576946312469102744677688695877981889311390-INGNetherlandsSwedenBankingH&MApparelEngieFranceUtilitiesIntesaSanpaoloDanoneItalyBankingFranceFoodDecathlonVolvoFranceRetailSwedenAutomobilesRetailAsdaUnitedKingdomFranceSephoraStandardCharteredGeneraliGroupE.LeclercPhilipsRetailUnitedKingdomItalyBankingInsuranceRetailFranceNetherlandsSwitzerlandGermanyFrancePharmaRochePharmaBASFChemicalsTyresMichelinNokiaFinlandTechEdekaGermanyItalyRetailPoste

ItalianeMovistarHeinekenLegoInsuranceTelecomsBeersSpainNetherlandsDenmarkItalyToysFerrariAutomobilesLogisticsInsuranceBankingMaerskDenmarkSwitzerlandUnitedKingdomGermanyUnitedKingdomAustriaZurichNatWestFreseniusLandRoverRed

BullBouyguesSpotifyPharmaAutomobilesSoft

DrinksEngineering&

ConstructionMediaFranceSweden3UnitedKingdomUnitedKingdomSpainTelecomsBankingLloydsBankBBVABankingNiveaGermanyFranceCosmeticsLogisticsTelecomsSpiritsLeGroupeLaPosteSwisscomHennessyGuerlainLSEGSwitzerlandFranceFranceCosmeticsCommercialServicesInsuranceTelecomsBankingUnitedKingdomGermanyItaly977067103521098412389MunichReTIMRabobankSaint-GobainRenaultNetherlandsFranceEngineering&

ConstructionAutomobilesUtilitiesFranceE.ONGermanySwitzerlandSwitzerlandSpainNescaféGlencoreMercadonaSwissReSoft

DrinksMining,Metals&

MineralsRetail100

92SwitzerlandInsuranceBrandFinanceEurope5002023/europe

17Brand

Value

Ranking.To

p

500mostvaluableEuropeanbrands101-1502023BrandValueBrandValueChange2022BrandValue2023BrandRating

Rating2022Brand2023

2022Rank

RankBrandCountrySector12213221211222302112222222111113121222221111211122101

83102

104103

126104

101CreditSuisseAstraZenecaConadSwitzerlandUnitedKingdomItalyBankingPharmaRetailCréditAgricoleGazpromO2FranceBanking105-RussiaOil&

GasTelecomsRetail106

112107

111108

105109

120110

72111

96112

138113

119114

128UnitedKingdomUnitedKingdomGermanyUnitedKingdomUnitedKingdomNetherlandsBelgiumSainsbury'sBayerPharmaJDSportsAvivaRetailInsuranceTechASMLKBCBankingBAESystemsLancômeLukoilUnitedKingdomFranceAerospace&

DefenceCosmeticsOil&

GasRetail115-Russia116

116117

135118

110119

100120

157121

125122

136123

139124

127125

172126

134127

114128

91129

107130

98131

99KauflandSchneiderElectricNordeaGermanyFranceEngineering&

ConstructionBankingSwedenBTUnitedKingdomFranceTelecomsBankingCréditMutuelSociétéGénéraleCaixaBankHannoverReBurberryPradaFranceBankingSpainBankingGermanyUnitedKingdomItalyInsuranceApparelApparelPumaGermanySwitzerlandSpainApparelABBEngineering&

ConstructionOil&

GasRetailRepsolSPARNetherlandsFranceLeroyMerlinDelivery

HeroAldiNordSFRRetailGermanyGermanyFranceLogisticsRetail132-133

122134

155135

108136

169137

159138

143139

164140

153141

137142

117143

78TelecomsApparelOmegaSwitzerlandNorwayTelenorTelecomsApparelYvesSaintLaurentLindtFranceSwitzerlandGermanyGermanyUnitedKingdomFranceFoodRossmannDeutscheBankBBCRetailBankingMediaVeoliaUtilitiesTeliaSwedenTelecomsRetailZalandoGermanySpain144

75ElCorte

InglésLamborghiniIberdrolaDeutschePostRay-BanSanofiRetail145

305146

142147

115148

132149

151150

171ItalyAutomobilesUtilitiesSpainGermanyItalyLogisticsApparelFrancePharmaLindeGermanyChemicalsBrandFinanceEurope5002023/europe

18Brand

Value

Ranking.To

p

500mostvaluableEuropeanbrands151-2002023BrandValueBrandValueChange2022BrandValue2023BrandRating

Rating2022Brand2023

2022Rank

RankBrandCountrySector11201211222222111112122232112101121111121121123212151

141152

147153

283154

154155

150156

189157

121158

130159

269160

161161

163162

188163

230164

174165

144166

156167

140168

146169

162170

192171

166172

201173

253174

220ContinentalGarnierGermanyFranceTyresCosmeticsUtilitiesEnBWGermanyFranceSafranAerospace&

DefenceLeisure&

TourismApparelbet365UnitedKingdomItalyArmaniCNPAssurancesdmFranceInsuranceGermanyPolandRetailOrlenOil&

GasBarillaItalyFoodErgoGermanyFranceInsuranceCMACGMCadburyBDOGlobalEiffageLogisticsUnitedKingdomBelgiumFoodCommercialServicesEngineering&

ConstructionRetailFranceMorrisonsrandstadInfineonUnitedKingdomNetherlandsGermanySwitzerlandAustriaCommercialServicesTechNovartisErstePharmaBankingMapfreSpainInsuranceVattenfallUniperSwedenUtilitiesGermanyPolandUtilitiesBiedronkaVTBBankHolcimRetail175-RussiaBanking176

224177

167178

133179

183180

165181

181182

176183

152184

190185

160186

173187

17