With 20 years of tracking the world’s most valuable brands under its belt, Interbrand has released its Best Global Brands 2019 report. Luxury brands held an impressive nine places among the top 100 brands, including Louis Vuitton in 17th place and Prada squeaking in at 100th. 

By comparison, sporting goods made a relatively sparse showing, with only Nike (up 7 spots to 16th place) and adidas (up 11 spots to 45th place) placing in the top 100. 

According the the report: Louis Vuitton ranked 17th (up 14%), Chanel 22nd (up 11%), Hermès 28th (up 9%), Gucci 33rd (up 23%), Cartier 68th (up 7%), Dior 82nd (up 16%), Tiffany & Co. 94th (down 5%), Burberry 96th (up 4%) and Prada 100 (down 1%). 

According to Rebecca Robins, global chief learning and culture officer for Interbrand, the report revealed a wider narrative on global brands, provenance and culture — for example, Burberry was one of a diminishing number of global British brands still in the top 100. 

The report also explores brands who have made iconic moves throughout the decades; as Ms Robins points out, icons and iconic products are a fundamental element of luxury goods.

Among the factors required to be considered for the report, a brand must have at least 30 percent of revenue from outside the brand’s home region, a significant presence in Asia, Europe, and North America, and sufficient publicly-available data on the brand’s financial performance — which is why some well-known brands might be excluded from the ranking. 

Three key components of all valuations include an analysis of the financial performance of the branded products or services, the role the brand plays in purchase decisions, and the brand’s competitive strength.