Top 10 most valuable brands in Europe

Harry Menear
- Top 10 - Jan 03, 2019

Business Chief ranks the top ten most valuable brands in Europe according to the Forbes Global 2000 list.


10. Accenture

Headquartered in Dublin, Ireland, Accenture is a global professional services and consulting corporation and was ranked 6th on the Forbes Magazine list of Just companies in 2017. This year, Accenture spent US$80mn on advertising and reported revenues of $39.1bn, representing a $3.6bn increase year-over-year. Company CEO Pierre Nanterme has worked at the Accenture since 1983, serving as CEO since 2011, and chairman since 2013.


9. Audi

German automobile brand Audi is headquartered in Ingolstadt, Germany and has been a subsidiary of Volkswagen for over 40 years, according to Forbes. The Audi brand generated $51.9bn in revenue in 2018, delivering 1.9mn vehicles which represented a 1.2% decrease year-on-year. In 2019, Audi is scheduled to begin sales of its first fully electric SUV, the Audi e-tron, which will have a total range of 300 miles, according to Forbes.


8. Gucci

Founded as a small leather goods company in Florence, Italy, in 1921, the Gucci brand is currently valued at $14.9bn and is a subsidiary of fashion conglomerate Kering. According to Forbes, the brand reported sales of $14.9bn in 2018. The previous year, revitalised by new lead designer Alessandro Michele, sales increased 42% in contrast with the 2016 financial year.


7. Hermès International

Headquartered in Paris, Hermès International engages in the design, manufacture and sale of textile goods and apparel, including “leather goods, ready-to-wear and accessories, silk and textiles as well as perfumes and watches,” according to Forbes. The brand spent $298mn on advertising in 2018, and reported net sales of $6bn. 2018 also represented a ten-year high point for profits and total asset valuation, which totalled $1.4bn and $8.1bn respectively.


6. Nescafe

Founded in 1938 in Vevey, Switzerland, Nescafe is the largest brand under the umbrella of Nestle, which is ranked by Forbes as the world’s biggest food company. The Nescafe brand covers over 5,000 coffee-related products and 5,500 cups are consumed every second in over 180 countries, according to Forbes, meaning the brand accounts for one-fifth of global coffee consumption. In 2018, Nescafe reported total sales of $9.1bn and the brand was valued at $17.1bn, representing a 2% increase year-over-year.


5. L’Oréal

With headquarters in Clichy, France, L’Oréal SA designs, manufactures and sells hair and beauty products worldwide for commercial and home use. In 2018, the brand spent $8bn on advertising and reported $10.1bn in revenue, the largest portion of revenue spent on advertising of any company in the top 10.


4. SAP

German software company SAP operates out of Walldorf, providing “enterprise application software and software-related services worldwide,” according to Forbes. This year the company ranked 4th on Forbes’ list of Canada’s best employers, and in the top 15 best employers for graduates. SAP reported net sales of $25.4bn in 2018, and its total brand value grew by 10% year-on-year, totalling $26.4bn.


3. BMW

Bayerische Motoren Werke AG (BMW) designs, manufactures and sells cars under the brand subdivisions BMW, MINI and Rolls-Royce. The company reported a net revenue of $86.8bn in 2018, representing a 9% growth year-over-year. BMW’s asset portfolio and profits also rose this year to $197.9bn and $10.2bn respectively.

2. Louis Vuitton

Founded in 1854, Louis Vuitton is the world’s most valuable luxury brand, according to Forbes. It designs, produces and distributes leather goods, handbags, trunks, shoes, watches, jewellery and accessories, including a line of perfumes in 2016 which retailed for $240 per 100ml bottle. The brand invested $5.4bn in advertising sales last year and reported net sales of $12.9bn. The total value of the brand reached $33.6bn in 2018, a 17% increase in contrast to the previous financial year.


1. Mercedes-Benz

A subsidiary brand of German auto manufacturer, Daimler, Mercedes-Benz is headquartered in Stuttgart and is responsible for the design and manufacture of luxury passenger vehicles and commercial trucks. According to Forbes, “the Mercedes-Benz brand sold a record 2.4mn cars in 2017, up 8% over the prior year. China is the biggest market with 26% of unit sales, followed by the US (14%) and Germany (13%). Sales in China rose 28%”. The brand reported a net revenue of $116.9bn in 2018, and the total brand valuation rose by 18% to $34.4bn, the joint-highest growth in the top 10.  

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