Les nouvelles données du rapport de Brand Finance révèlent que les 500 plus grandes marques européennes ont atteint une valeur de marque de 2,3 billions d'euros malgré l'incertitude économique mondiale
PARIS, 10 juillet 2025 – Les marques françaises du classement Europe 500 ont vu leur valeur progresser, atteignant désormais collectivement 488 milliards d'euros, selon le nouveau rapport de Brand Finance, premier cabinet mondial de conseil en évaluation de marques. Chanel (valeur de marque en hausse de 40 % à 34 milliards d'euros) est la marque française la plus valorisée en Europe, surpassant Louis Vuitton. Parallèlement, Dior (valeur de marque en hausse de 13 % à 15,5 milliards d'euros) est devenue la troisième marque européenne la plus forte, avec un Indice de Force de Marque (IFM) de 93,5 sur 100.
Ce score a également propulsé Dior dans le top 10 des marques mondiales les plus fortes, parmi les 500 plus importantes au monde en 2025. Les données de Brand Finance révèlent que Dior a enregistré des gains notables en termes de notoriété et de réputation dans plusieurs régions, avec un score parfait de 10/10 aux États-Unis. Parmi les autres marques qui se distinguent dans le classement des marques européennes les plus fortes, on trouve Michelin, qui est passée de la 25e à la 6e place avec un score IFM de 92,6/100. TotalEnergies a enregistré la plus forte hausse de son Indice de Force de Marque parmi les marques françaises, avec un score de 83,3/100.
Bertrand Chovet, Directeur Général, Brand Finance France, ajoute :
“Les marques françaises continuent d'afficher une forte croissance et une compétitivité mondiale dans divers secteurs, témoignant de leur adaptabilité et de leur résilience. Si l'aéronautique demeure un atout majeur, d'autres secteurs enregistrent également des gains impressionnants. La marque agroalimentaire Président s'est imposée comme la marque française à la croissance la plus rapide, avec une valeur en hausse de 45 % pour atteindre 2,9 milliards d'euros. Le secteur bancaire a également enregistré de bons résultats : BNP Paribas a vu sa valeur de marque progresser de 15 % pour atteindre 13,1 milliards d'euros, se hissant ainsi au quatrième rang des marques bancaires européennes les plus valorisées. La Banque Postale a également fait une entrée remarquée dans le classement, se classant à la 190e place.”
Deutsche Telekom (valeur de la marque en hausse de 12 % à 76,5 milliards d'euros) conserve son titre de marque européenne la plus valorisée et de marque de télécommunications la plus valorisée au monde. Depuis 2020, la valeur de la marque T a considérablement progressé, reflétant la forte position de l'entreprise sur le marché et ses investissements stratégiques constants.
Revolut est la marque européenne qui a connu la croissance la plus rapide en 2025, sa valeur ayant été multipliée par près de huit (+760 %) depuis 2024 pour atteindre 1,7 milliard d'euros. Les banques digitales comme Revolut remodèlent le marché, témoignant d'une évolution des priorités des consommateurs vers la banque numérique plutôt que vers les réseaux d'agences traditionnels, l'innovation continue devenant de plus en plus importante.
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.
Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.
Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.
Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.
Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.
The steps in this process are as follows:
1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.
2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database.
3 Calculate royalty rate. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.
4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.
5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.
6 Apply the royalty rate to the forecast revenues to derive brand revenues.
7 Discount post-tax brand revenues to a net present value which equals the brand value.
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 in the event that 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 body, 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.
