Now in its sixth year, Kantar BrandZ’s Most Valuable Dutch Brands ranking once again highlights how Dutch brands have adapted to thrive. This year, the total value of the Netherlands’ Top 30 grew almost 20%.
Highlights from this report, which includes the opinions of 57,000 respondents about 975 brands across 70 categories 89,000 people about 1,200 brands across 85 categories, reveal:
• Booking.com has held onto the number one position for the second year, growing by 48%
• Heineken ($12.9bn) and ING ($10.2bn) retained their spots as the Netherlands’ second and third most valuable brands
• 23 of the brands in the Netherlands Top 30 have increased their value this year, with ten brands growing by 25% or more
• Value-driven retailer Action is one of the Netherlands’ Top 30 fastest-rising brands for the third year running, having grown its brand value by 52%
• Expansion into Asia has fuelled the growth of Rituals (No.16; $1.2bn), the fourth fastest-riser (+33%).
• This year, the average brand in the Dutch Top 30 has a higher Meaningful Difference than the average ranked brand in any other European market. In all, 20 of the Dutch Top 30 have scored as highly Meaningfully Different.
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Infographic
Once again, 11 categories are represented in the Dutch Top 30. Among them, the Retail category placed the most brands on the list, at nine. Meanwhile, there are only two Consumer Technology and Services Platforms brands – Booking.com and Just Eat Takeaway.com – but together they contribute more than a quarter of the ranking’s total brand value.
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Top 30 video
Watch to learn which brands made the latest ranking. There are many dimensions across which a brand can find new opportunities to grow, for example emphasising new uses, creating new premium or value variants, or meeting new emotional needs. Ultimately, it’s about finding the biggest possible market in which a brand can be Meaningfully Different to consumers. Kantar’s Blueprint for Brand Growth – guides brands on ways to achieve growth by building Meaningful Difference.
Methodology
To be eligible for inclusion in this ranking, the brand must have been created in the market and be owned by an enterprise listed on a recognised stock exchange. For those owned by private companies, financial statements must be available in the public domain. Unicorn brands must have their most recent valuation publicly available. Watch the video to learn more about the methodology behind Kantar BrandZ brand valuation rankings, which is based on a three-step process, combining financial value and brand contribution to determine a brand’s value.