• Porsche remains the world’s most valuable luxury brand, valued at US$33.7 billion followed by Louis Vuitton ($23.4 billion).
• Ferrari is the strongest luxury brand in the world with a AAA+ rating while Lamborghini and Aston Martin accelerate their brand strength.
• The Ritz-Carlton doubles in value and becomes the fastest growing luxury brand in brand value.
• Estée Lauder enters the top ten of the most valuable and Dior and Dolce & Gabbana display impressive brand value.

Access the full Brand Finance Luxury & Premium 50 2022 report here

Madrid, October 5, 2022.- Porsche remains the most valuable luxury and premium brand in the world, valued at US$33.7 billion according to the latest Luxury & Premium 50 2022 report by Brand Finance , the leading independent valuation consultancy for brands that comply with ISO 10668 and ISO 20671 on the subject, which analyzes the 50 most valuable luxury and premium brands in the world.

Porsche (whose brand value has fallen by 2% to US$33.7 billion) has remained in first place for another year as the most valuable luxury and premium brand in the world. Porsche’s leadership in the luxury and premium segment is good news for the brand, which has just been spun off by its owner, the Volkswagen Group , in an initial public offering on the Frankfurt Stock Exchange.

Each year, leading brand valuation consultancy Brand Finance values ​​5,000 of the world’s biggest brands and publishes over 100 reports ranking brands across all industries and countries. The 50 most valuable and strongest luxury and premium brands are included in the annual Brand Finance Luxury & Premium 50 2022 ranking.

Alex Haigh, Head of Brand Finance , said: “Porsche’s new IPO shows the value of a brand in a very visceral way, much like the Sergio Marchionne-led spin-off of Ferrari years ago. It made a lot of sense to extract value hidden within the Volkswagen group, especially when it comes to an iconic luxury brand like Porsche, which can generate such returns compared to other brands in the portfolio.”

Louis Vuitton is the second most valuable luxury and premium brand, valued at US$23.4 billion

Louis Vuitton (brand value up 58% to $23.4 billion) benefited from increased spending on luxury goods during the pandemic period, especially in China. Covid-19 related restrictions benefited Louis Vuitton as consumers redirected their spending away from travel, hospitality and services towards high-end luxury products.

Louis Vuitton is now trying to manage its brand through strong digital marketing campaigns focused on attracting new customer bases, while maintaining a brand heritage steeped in rich history. On the other hand, the Spanish luxury retailer Loewe, whose brand value has increased by 7%, faces similar challenges, since it has established multiple channels of communication with its customers, online and face-to-face.

Pilar Alonso Ulloa, Managing Director Iberia (Spain, Portugal) and South America commented: “LOEWE has represented Spain in this ranking since 2018. The value of the brand has been growing year after year, however its strength has been diminished in the last two years. . It is one of the top 10 brands most considered by consumers in Spain that highlight the familiarity of the brand compared to others in the sector”.

Ferrari is the strongest luxury and premium brand in the world with a AAA+ rating

In addition to calculating brand equity, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics that assess marketing spend, brand equity, and business performance (business results). Certified to ISO 20671, Brand Finance’s Stakeholder Value Assessment incorporates original market research data from more than 100,000 respondents in more than 35 countries and across nearly 30 industries.  

Ferrari (whose brand value has fallen by 13% to US$8.0 billion) is one of the world’s most recognizable brands and is the world’s strongest luxury brand, with a score in the Brand Strength Index (BSI) of 90.9 out of 100 and an elite AAA+ rating.

An important attribute of the Ferrari brand is its iconic internal combustion engines. The upcoming migration to electric vehicles therefore represents both a challenge and an opportunity for the brand, which aims to manufacture its first fully electric vehicle by 2025 and expects electric vehicles to account for 40% of its product offering by 2030.

The Ritz-Carlton is the world’s fastest growing luxury and premium brand, doubling in value this year

The Ritz-Carlton (whose brand value has doubled to US$1.1 billion) is the world’s fastest growing luxury hotel brand. Its brand value has increased 112% this year, coinciding with the reopening of travel in much of the world. The rise in brand value can be attributed to their impressive revenue per available room that they have reopened after the pandemic. The Ritz-Carlton, part of the Marriott Group , has built an extremely strong brand, with a brand strength index that has increased from 79.6 to 83.2 out of 100, earning a AAA brand rating.

InterContinental luxury hotel brand value (brand value down 1% to $1.5bn) dipped slightly, with significant concern over potential delays in reopening services in key market of InterContinental, China. Despite going through one of the toughest periods the hospitality industry has ever faced, InterContinental remains focused on delivering on its “True Hospitality for Good” brand promise.

Despite the overall drop in brand value, both Lamborghini (whose brand value is down 4%, to $1.9 billion) and Aston Martin (whose brand value is down 18%, to the US $1.1 trillion) have drawn up new sustainability-focused roadmaps that already appear to be having a positive impact on their brand perception.

Dior and Dolce & Gabbana post impressive brand equity

Dior (brand value up 19% to $9.0bn) saw huge global success with its Sauvage fragrance, and the brand returned to growth after the pandemic-induced disruption. Dolce & Gabbana (brand value up 55% to $1.4 billion) is known for its distinctive personality. The Italian brand is in the process of creating Dolce & Gabbana Beauty , which in January 2023 will assume 100% control of the manufacture, sale and distribution of its fragrance and makeup products.

Estée Lauder manages to enter the top ten in brand value

Estée Lauder (brand value up 39% to $7.9 billion) has grown rapidly this year and has recently benefited from increased sales at airports, among other channels, due to the recovery of the tourism sector worldwide, and seems to have made good use of it. The brand has other significant growth opportunities, including its bid to acquire luxury fashion house Tom Ford for $3bn in what would become the largest acquisition deal to date.

Access the full Brand Finance Luxury & Premium 50 2022 report here

Every year, Brand Finance puts 5,000 of the biggest brands to the test, assessing their strength and quantifying their value, and publishes nearly 100 reports, ranking brands across industries and countries. The 50 most valuable brands in the luxury and premium sector are included in the Brand Finance Luxury & Premium 50 2022 ranking.

The full ranking, additional explanations, charts and infographics, more information on the methodology, as well as definitions of key terms are available in the Brand Finance Luxury & Premium 50 2022 report.

Brand value is understood as the net economic benefit that a brand owner would achieve by licensing the brand on the open market. Brand strength is the effectiveness of a brand’s performance on intangible measures relative to its competitors. See below for a full explanation of our methodology.