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The Evolution of the World’s Most Valuable Brands in the Period 2018-2023

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  • Sorin-George Toma

    (University of Bucharest, Faculty of Business and Administration, Romania)

Abstract

The competition between enterprises has become more fiercely as they have the possibility to easily move across national boundaries to exploit opportunities in other countries or markets. The turbulent market environment imposes enterprises, irrespective of their size, industry and geographical region, to permanently adapt to its everchanging conditions. This is why they have tried to identify and implement various techniques and methods in their activities and processes in order to attain high levels of competitiveness. One of them is branding, a powerful marketing tool and an important aspect of any business. The paper aims to briefly define the brand concept and present the evolution of ten world’s most valuable brands in the period 2018-2023. In this respect, the author used a qualitative research method. The results of the paper concludes that the American brands have dominated the hierarchy. Amazon and Apple were the two main competitors for the global supremacy.

Suggested Citation

  • Sorin-George Toma, 2023. "The Evolution of the World’s Most Valuable Brands in the Period 2018-2023," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 815-821, August.
    • Handle: RePEc:ovi:oviste:v:xxiii:y:2023:i:1:p:815-821
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    References listed on IDEAS

    as
    1. Sorin George Toma, 2005. "Fordism, Postfordism and Globalization," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 7(17), pages 135-138, April.
    2. Stefan Catana & Sorin-George Toma, 2021. "Marketing Mix in Healthcare Services," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 485-489, August.
    3. Stefan Catana & Sorin-George Toma, 2021. "Marketing Mix And Corporate Social Responsability In Automotive Industry – Case Study: Mazda Motor Corporation," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 1, pages 205-209, February.
    4. Catalin GRADINARU & Sorin-George TOMA, 2017. "The Extended Marketing Mix: The Case Of El Celler De Can Roca," Contemporary Economy Journal, Constantin Brancoveanu University, vol. 2(3), pages 219-227.
    5. Catalin GRADINARU & Sorin-George TOMA, 2017. "Performance In Services Marketing. The Case Of Two Of The World'S Best Restaurants," Contemporary Economy Journal, Constantin Brancoveanu University, vol. 2(4), pages 99-109.
    6. Sorin-George TOMA & Catalin GRADINARU, 2018. "The Marketing Mix In A Luxury Hotel Chain," Contemporary Economy Journal, Constantin Brancoveanu University, vol. 3(2), pages 84-90.
    7. Gene M. Grossman & Elhanan Helpman, 2015. "Globalization and Growth," American Economic Review, American Economic Association, vol. 105(5), pages 100-104, May.
    8. Cãtãlin Grãdinaru & Sorin-George Toma & Paul Marinescu, 2016. "Marketing Mix in Services," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 311-314, July.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    brand; brand value; enterprise; Amazon; Apple;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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