Emerging luxury strategies: Insights from BrandZ

Nick Cooper
Millward Brown

Luxury brands are thriving as consumers save their money for special items. Nick Cooper, Managing Director of Millward Brown Optimor Europe, explains which brand strategies work best.

Despite the economic turmoil, luxury brands are thriving.

Luxury brands grew by 15% in this year's BrandZ Top 100 Global Brands, more than any other category. Louis Vuitton bagged the top spot as the world's most valuable luxury brand with a value of $25.9bn.

The Most Valuable Luxury Brands 2012

Category Rank Global Rank Brand Value in $ million Brand Value change from 2011
1 21 Louis Vuitton 25,920 +7%
2 32 Hermès 19,161 +61%
3 Rolex 7,171 +36%
4 Chanel 6,677 -2%
5 Gucci 6,420 -14%
6 NEW Prada 5,788 n/a
7 Cartier 4,843 -9%
8 Hennessy 4,596 -8%
9 Moét & Chandon 4,217 -8%
10 Burberry 4,090 +21%