What the Very Best Luxury Brands Can Teach the Travel Industry
Skift Take
A new study finds that the more consumers trust a brand, the more successful it is likely to be. Easy to say, but in an era of rapidly evolving trends and tastes, how can brands maintain that trust while reinventing their offerings? Luxury companies have proven especially adept at navigating these choppy waters.
Interbrand is once again out with its top global brands list and once again, travel brands are nowhere to be found. Apple, Google and Amazon are the three most valuable brands, according to the company’s 19th Best Global Brands report.
Luxury is the new fastest-growing sector in percentage terms (42 percent), topping retail (36 percent) and electronics (20 percent). It's important to note that while the luxury listings include fashion and lifestyle brands like Louis Vuitton (#18), Chanel (#23) and Hermès of Paris (#32), other high-end brands, like Porsche and Hennessy, are part of other categories.
Luxury brands are trending up, according to Rebecca Robins, Interbrand's global chief learning and culture officer, because they have the trust of the consumer. "Trust is what’s at the heart of the top-growing brands," she said.
There are several factors that are crucial to building consumer confidence. The brands on the Interbrand list generating the most stable growth over th
