Classement BrandZ 2019 des 50 marques françaises les plus valorisées dans le monde

Louis Vuitton, Chanel, Hermès, L’Oréal Paris et Orange dominent le classement BrandZ Top 50 des marques françaises les plus valorisées au monde, publié pour la seconde fois en France par WPP et Kantar, attestant de la place prépondérante des marques de luxe ou premium.

L’innovation perçue reste le principal levier de croissance de la valeur des marques françaises mais l’absence de marques disruptives dans le classement handicape son indice d’innovation. L’engagement en matière de RSE, tout comme l’émergence de marques disruptives puissantes sont des moteurs essentiels de croissance. La France a un réservoir de marques très dynamiques qui ne figurent pas encore au classement BrandZ Top 50 France. En parallèle Kantar a donc établi un classement des 45 marques digitales françaises les plus visibles. Pour porter leur croissance, marques patrimoniales etmarques digitales gagneraient à conjuguer davantage leurs talents.

Points de vue




Gen Z - the youth of today

Pierre Gomy
Managing Director
Kantar Millward Brown


Generation Z, aged 16 to 19, are passionate about music, and they love to laugh and follow celebrities online. Funny ads that feature good music or a web celeb are therefore up to twice as likely to be appreciated by this generation than those a little older.

These people also spend a lot of time outdoors, giving brands many opportunities to attract their attention, especially via posters and billboards, which Gen Z feel much more positively about than do older generations.

Gen Zs were born with the internet. They are addicted to their smartphones, and are online for more than five hours a day, on average (with email time on top of that). This compares to about three hours a day for those only a few years older. If you want to reach this generation, mobile is impossible to ignore.

As digital experts, they demand that brands respect their need for control: they do not hesitate to install adblockers (46 percent have blockers on their computers, compared to 30 percent of Gen X and Gen Y), and they ignore ads they find intrusive. They expect brands to offer them entertaining or useful content while giving them the option to skip or click for more. Brand content must be carefully created to integrate with the communications platforms being used.

Gen Zs fully understand that their data is widely used, and they are more protective of it than older generations. Brands must therefore be transparent about their data policies, and use data only in a way that benefits the consumer.

The values of Gen Z are complex. This is a highly narcissistic generation (19 percent love to take selfies, versus just 5 percent of Gen X and Gen Y), yet they are also concerned about those around them, with a strong interest in societal and environmental issues, such as organic, Fairtrade and Made in France.

But while Gen Z is the digital generation, brands must not fall into the trap of allocating 100 percent of budgets to digital. Brands will find success with Gen Z depending on their ability to find a balance between traditional and digital media, and to benefit from synergies between the two.


En partenariat avec
WPP, Ogilvy
et Le Club des Annonceurs 

Méthodologie et évaluation
par Kantar

Pour en savoir plus

✉ Pierre Gomy

✉ Quentin Carré