08 Ago, 2025

As marcas de luxo mais valiosas do mundo

"Most Valuable Luxury & Premium Brands mede: o valor financeiro da marca (brand value)."

Chanel sobe 45% no valor de marca

Esta semana a Brand Finance, principal empresa de consultoria de avaliação de marcas do mundo divulgou o ranking da marcas mais valiosas do mundo.

Para o nicho de luxo e premium, tivemos movimentações interessantes para observar como o salto da Chanel de 45% no valor de marca , atingindo o valor de US$37,9 bilhões. Lembrando que ela também teve um aumento significativo de 34,5% na comparação de 2024 x 2023.

Analisamos as principais estratégias que a Chanel fez nos últimos anos (pois afinal, a força da marca não é construída de um dia para outro), e podemos destacar algumas delas como:

• Investimentos de marketing: brand activities (eventos com clientes, shows, ativações): US$ 2,45 bi em 2024 (recorde histórico). Campanhas-chave: CHANCE, BLEU de CHANEL (filme de Martin Scorsese com Timothée Chalamet) e N°5 com Margot Robbie (“See You at 5”, com Jacob Elordi).Geração mais jovem (Gen Z/Young HNW): foco explícito nas campanhas CHANCE e BLEU, linguagem cinematográfica e casting pop para ampliar relevância.

• Filme/posicionamento de leather goods: campanha da bolsa 11.12 com Penélope Cruz e Brad Pitt para reforçar o status do ícone em meio a novos reajustes de preço.

• Capex recorde: US$ 1,755 bi (+43% vs. 2023), priorizando aquisições imobiliárias, expansão de boutiques e experiência do cliente.

• Integração da cadeia: investimentos e aquisições de savoir-faire (ex.: participação na relojoeira MB&F); CHANEL & moi – Les Ateliers em Seul para cuidado/alteração de peças; Maison de Beauté em Passy, Paris.

• Real estate estratégico: compra do imóvel 42 Avenue Montaigne (Paris).

• China como prioridade (mesmo com consumo se deslocando para compras no exterior): plano de abrir mais lojas no continente e reforçar presença. Realização de shows/ativação cultural

• Lojas abertas/expandidas: Nova York (Fifth Avenue): flagship Watches & Fine Jewelry, Novas boutiques em Nanjing, Chengdu e Tóquio

Loja Chanel, experiência e exclusividade

Já o ranking Strongest Luxury & Premium Brands

Mede: a força da marca (brand strength) em relação à concorrência.

• Most Valuable = mede quanto vale financeiramente a marca no mercado.

• Strongest = mede quão poderosa é a marca na percepção e desempenho em relação aos concorrentes.

Estes rankings produzidos pela Brand Finance é muito importante pois faz a ponte entre marketing e finanças, a Brand Finance avalia a força das marcas e quantifica seu valor financeiro para ajudar organizações a tomar decisões estratégicas.

This week, Brand Finance, the world’s leading brand valuation consultancy, released the ranking of the most valuable brands in the world.

For the luxury and premium niche, we saw some interesting movements, such as Chanel’s 45% jump in brand value, reaching US$37.9 billion. It is worth noting that the brand had already seen a significant increase of 34.5% when comparing 2024 to 2023.

We analyzed the main strategies Chanel has executed in recent years (since, after all, brand strength is not built overnight), and we can highlight some of them:

  • Marketing investments: brand activities (events with clients, shows, activations): US$2.45 billion in 2024 (a historic record). Key campaigns: CHANCE, BLEU de CHANEL (film by Martin Scorsese starring Timothée Chalamet), and N°5 with Margot Robbie (“See You at 5,” with Jacob Elordi). Younger generation (Gen Z/Young HNW): explicit focus in CHANCE and BLEU campaigns, cinematic language, and pop casting to broaden relevance.
  • Film/positioning of leather goods: campaign for the 11.12 handbag with Penélope Cruz and Brad Pitt to reinforce the status of the icon amid new price adjustments.
  • Record Capex: US$1.755 billion (+43% vs. 2023), prioritizing real estate acquisitions, boutique expansion, and customer experience.
  • Supply chain integration: investments and savoir-faire acquisitions (e.g., stake in watchmaker MB&F); CHANEL & moi – Les Ateliers in Seoul for care/alteration of pieces; Maison de Beauté in Passy, Paris.
  • Strategic real estate: purchase of the property at 42 Avenue Montaigne (Paris).
  • China as a priority (even with consumption shifting abroad): plan to open more stores on the continent and reinforce presence. Organization of shows/cultural activations.
  • Stores opened/expanded: New York (Fifth Avenue): flagship Watches & Fine Jewelry; new boutiques in Nanjing, Chengdu, and Tokyo.

As Chanel remains firm in its investments and strategies in 2025, it is very likely that in the 2026 ranking it will dethrone Porsche from the podium’s top spot, which it has maintained for many years.

Another highlight is Rolex, which has been climbing positions year after year, now reaching an impressive US$18.8 billion and securing 5th place.

Attention to Gucci, which dropped from 5th to 9th place in the ranking, confirming what was already expected, in line with its declining sales.

It is important to mention that the ranking Most Valuable Luxury & Premium Brands measures the financial value of the brand (brand value).

Meanwhile, the ranking Strongest Luxury & Premium Brands measures the strength of the brand (brand strength) in relation to competitors.

  • Most Valuable = measures how much the brand is financially worth in the market.
  • Strongest = measures how powerful the brand is in perception and performance compared to competitors.

These rankings produced by Brand Finance are very important as they bridge marketing and finance. Brand Finance evaluates the strength of brands and quantifies their financial value to help organizations make strategic decisions.