Every year, the leading brand valuation consultancy; Brand Finance, puts 5 000 of the world’s biggest brands to the test and publishes around 100 reports, ranking brands across all sectors and countries. Porsche recently became Europe’s most valuable brand in the IPO on the Frankfurt stock exchange, giving it a valuation of €85 Billion, valuing more than its parent company; Volkswagen, which comes in at €77,7 Billion. Porsche secured a top spot as the world’s most valuable luxury brand for the second year in a row, with Louis Vuitton coming in as a runner-up and Gucci taking third place.
Brand Finance has calculated Porsche’s brand value six times between 2017 and 2022. The manufacturer has been featured in 25 brand rankings, including the strongest and most valuable German brands, the biggest automobile brands and the most influential global brands. Brand Finance determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity and business performance. The list is predominantly filled with fashion apparel brands, only two automotive brands managed to make the top 10, with Porsche at first place and Ferrari securing the ninth position. Six other vehicle brands are listed in the top 50. Bentley holds the 23rd spot on the list, Lamborghini came in 30th, Rolls Royce unexpectedly holds the 38th spot, Mclaren took the 41st position, Maserati came in 45th and Aston Martin locked in at 47th place.
Brand value is understood as the net economic benefit that a brand owner would achieve by licensing the brand in the open market. Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Ferrari has been awarded the title of the world’s strongest brand for the second consecutive year by Brand Finance, being one of the worlds most recognizable automotive brands in the world, with a Brand Strength Index score of 94,1 out of 100, Ferrari tops the ranking of only 12 brands to be awarded the highest AAA+ rating.
Porsche’s demonstration of brand evolution was something assessors at Brand Finance paid special attention to. Their commitment to sustainability and innovation through the production of their first pure-electric car; the Taycan, was something not to be ignored during the consideration process. Porsche is most certainly an iconic luxury brand, Alex Haigh the Brand Finance director, mentioned “The combination of Porsche’s trusted and long-standing heritage, a commitment to diversification, innovation and after sales-services is what really sets the auto-titan apart from its competitors”
