Porsche remains the world’s most valuable luxury and premium brand for the eighth consecutive year, with a brand value of USD41.1 billion, according to a new report from Brand Finance, the world’s leading brand valuation consultancy.
Porsche retains the top spot despite a 5% drop in brand value, which Brand Finance attributes to weaker demand in China and Europe, impacting overall performance. However, Brand Finance research shows Porsche scores a high 9.3 out of 10 for price acceptance, reflecting strong consumer willingness to pay a premium for its products.
This aligns with Porsche’s long-term strategy to prioritise value over sales volume. Brand Finance research also highlights high ratings for reliability (9.6) and reputation (9.7) globally, affirming its enduring position as a leader in the luxury automotive market.
Chanel has surpassed Louis Vuitton to rank as the world’s second most valuable luxury and premium brand following a 45% increase in brand value to USD37.9 billion. This also makes it the fastest-growing brand in the ranking.
Henry Farr, Valuation Director, Brand Finance, commented:
“From 2019 to 2024, the luxury and premium sector saw a period of serious value creation, with the brand value of the world’s top 50 brands surging 43%. For 2025, that momentum has continued, reaching a record USD317.0 billion. That said, the sector is shifting. Growth is expected to slow, and brands must now navigate changing consumer preferences towards prioritising premium experiences like travel and meaningful social moments over material goods. The era of easy price hikes, thanks to persistent demand, is over, and luxury brands must evolve to stay relevant.”
In 2025, Dior rose three positions in the brand strength ranking to become the strongest luxury and premium brand with a BSI score of 93.5 out of 100. Dior’s score also propelled it into the top 10 strongest global brands list among the world’s 500 most valuable brands for 2025.
Note to Editors
Every year, leading brand valuation consultancy Brand Finance puts 6,000 of the world’s biggest brands to the test, and publishes over 100 reports, ranking brands across all sectors and countries. The world’s top 50 most valuable and strongest luxury and premium brands are included in the Brand Finance Luxury & Premium 50 2025 report.
Brand value is understood as the net economic benefit that a brand owner would achieve by licensing the brand in the open market. Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. The full ranking, additional insights, charts, more information about the methodology, and definitions of key terms are available in the Brand Finance Luxury & Premium 50 2025 report.
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About Brand Finance
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations make strategic decisions.
Headquartered in London, Brand Finance operates in over 25 countries. Every year, Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on 6,000 brands, surveying more than 175,000 respondents across 41 countries and 31 industry sectors. By combining perceptual data from the Global Brand Equity Monitor with data from its valuation database — the largest brand value database in the world — Brand Finance equips ambitious brand leaders with the data, analytics, and the strategic guidance they need to enhance brand and business value.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance, compliant with ISO 20671.
Brand Finance is a regulated accountancy firm and a committed leader in the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Disclaimer
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable if the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any individual, government, or organisation.
The data presented in this study form part of Brand Finance’s proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.