Shell has topped the first annual report on the most valuable Dutch brands by Brand Finance, the world’s leading brand valuation consultancy. With a brand value of US$18.6 billion, an impressive AAA- brand rating and a rank of 30th most valuable in the world, Shell is the Dutch flagship brand.
Heineken takes second place in the rankings with a brand value increase of 30% to $11,108. The result is a reflection of it’s continued investment in brand building initiatives on a global scale. The brand strength has remained extremely strong in 2011 with an AAA- rating.
In fourth place was ING, which has bucked the trend for financial services brands and achieved impressive brand value growth of 23% to US$8.7 billion. Rival Dutch insurance brands have not fared so well with both Delta-Lloyd and Aegon losing brand value in 2011. As well as suffering from a depressed US credit market, Aegon had €150 million exposure to troubled telecoms giant WorldCom, which filed for bankruptcy protection during the period.
Randstad now ranks 6th in the list. After its integration of Vedior the brand value has significantly grown, and also the brand rating has increased.
Interestingly, five Unilever brands, and the Unilever corporate brand are in the top 20. The combined value of these brands would have resulted in rank 2 on this year's list.
TNT, no. 9 in the list has a raised brand rating, which is mainly caused by its decision to split the business early 2011, thus increasing clarity in its portfolio.
2011 is the first year that Brand Finance extended their global listing extensively into the Netherlands, now representing the 50 most valuable brands. Because of their large brand value, 11 of the 50 brands are also represented in the Brand Finance Global500 league table.
To view the full results, please visit Brandirectory