The total value of the Kantar BrandZ Global Top 100 Most Valuable Brands has risen by 20% in 2024. What are the key factors driving success for the world’s most valuable brands?

Brand value and brand valuation are essential for marketers, as they measure the impact of brand building and provide guidance for future growth. Kantar BrandZ is the definitive guide to brand value, as it combines financial data, consumer research, and proven frameworks to assess how brands contribute to business performance. Brand value is driven by three key factors: Meaningful Difference, which predisposes more people to buy and pay more; Presence, which optimises brand visibility and salience; and Future Power, which enables brands to expand into new spaces. Brands with high value are more resilient, profitable, and sustainable, and can leverage opportunities and challenges.