Despite Louis Vuitton’s 12% drop in brand value, there remains much to be said about four luxury names ranking in the global Top 100.
In 2012 – according to the BrandZ Top 100 – the value of the world’s best brands barely inched up. Yet the very same year, the value of luxury brands managed an increase of 15%, as Louis Vuitton and Hermès ranked 21st and 32nd respectively. Not dissimilar to the performance of luxury brands when compared to the growth of the greater economy.
In 2013, Millward Brown’s analysis of global brand value paints a much more confusing picture, as the value of newcomers like Prada and Gucci skyrocketed, Louis Vuitton is in decline and Hermès remains flat.
Louis Vuitton’s ranking has dropped 8 spots since 2012 to 29th, as brand value decreased by 12%. This was one of the largest declines across the ranking, trailing technology companies such as Docomo (-37%), Facebook (-36%), HP (-29%) and Baidu (-16%). Hermès also dropped eight spots since the 2012 edition to rank 40th, as brand value remained unchanged.