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Just two sportswear brands make Best Global Brands top 100

Interbrand released its Best Global Brands 2019 report, marking 20 years of the agency tracking the world’s most valuable brands. 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 global brands. 

 

The luxury sector fared better, with nine appearances in the top 100. Interbrand sees a correlation between this trend and the rise of Nike and adidas’ rankings, writing: “The market is more than just luxury goods; sportswear has moved the dial from function to fashion, thereby boosting big names like Nike and Adidas.”

 

According to the report, Nike’s top performing factors are authenticity, responsiveness and engagement. For adidas, consumers cited relevance, authenticity and responsiveness. 

 

Among the factors required to be considered for the report, a brand must have at least 30 percent of revenue from outside of 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, of the role the brand plays in purchase decisions, and of the brand’s competitive strength.




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