Porsche And Chanel Shine In Brand Finance Luxury & Premium 50 2025 Report Amid Shifting Markets

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 says its 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 USD$37.9-billion. This also makes it the fastest-growing brand in the ranking, says Brand Finance. 

Henry Farr, Valuation Director at Brand Finance, says, "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 USD$317-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."

Brand Finance concludes that 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.

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