Over the past 25 years, BMW has seen strong and reliable growth. From their first appearance on the initial Best Global Brands ranking in 2000, BMW has been able to more than quadruple their brand value to rise and establish themselves among the Top10 most valuable global brands.

Crafting Synergy: Brand and Product Alignment

BMW’s mantra, “brand drives product & product drives brand,” is more than just a catchphrase; it’s a deeply embedded philosophy. From the inception of a vehicle in development stages, BMW ensures that its brand essence is woven into every car, creating a strong synergy between product development, experiences, and marketing.

This alignment means that each new model doesn’t just carry the BMW badge; it embodies the brand’s core values. This meticulous integration allows BMW to be agile, quickly adapting to market shifts and evolving customer needs. This seamless approach has been a significant driver behind BMW’s impressive brand strength and consistent positioning among the top 10 global brands for a quarter of a century.

A Portfolio as Diverse as Its Drivers

BMW’s commitment to a “technology-open” strategy and a diverse product portfolio is another testament to its forward-thinking approach. In 2024 alone, BMW launched over 15 new and updated models, catering to a wide array of preferences with petrol, diesel, plug-in hybrid, and fully electric options.

This strategic diversity is about more than just choice; it’s about meeting the varied needs of a global market. BMW positions itself as a versatile and adaptable brand ready to anticipate and fulfill the dynamic demands of today’s consumers. In a world overflowing with choices, BMW’s precise alignment of the right product with the right customer has been a game-changer and a key factor in its sustained high ranking on our Best Global Brands list.

Connecting on a Human Level: Emotional Campaigns and Immersive Experiences

BMW has masterfully executed brand campaigns that resonate on a deep emotional level. One emphasizes the expanding range of all-electric vehicles, appealing to the environmentally-conscious with narratives of innovation and sustainability. The other highlights the luxurious models like the BMW 7 Series and BMW 8 Series, celebrating design, craftsmanship, and technological marvels.

These campaigns don’t just market cars; they tell stories that connect with customers on a personal level. Beyond advertising, BMW has created immersive brand experiences at events like the CES and through unique locations like the BMW Welt in Munich and the “FREUDE by BMW” club in Tokyo. These touchpoints allow consumers to interact with the brand in captivating and memorable ways, strengthening the emotional bond and fortifying customer loyalty.

Anticipation of the Neue Klasse: A New Era

As BMW gears up for the 2025 launch of the Neue Klasse, the excitement within the brand is palpable. This revolutionary series is set to redefine automotive experiences with cutting-edge digital features like the BMW Panoramic Vision, while paying homage to BMW’s illustrious legacy. The Neue Klasse isn’t just a product launch; it’s the dawn of a new era for BMW.

Sustaining Excellence: 25 Years Among the Best

BMW’s consistently strong perfomance among the Best Global Brands over the past 25 years underscores a track record of strategic longevity and consistent brand evolution. BMW’s success is a testament to its relentless focus on brand strength, innovation, and customer-centricity. This sustained excellence showcases the brand’s ability to not only weather market fluctuations but to set industry standards continuously.

For brands navigating today’s complex landscape, BMW’s strategy provides invaluable lessons: integrate brand and product seamlessly, diversify to meet dynamic consumer needs, and create emotionally compelling experiences. This multifaceted approach is the blueprint for sustaining brand success and driving long-term growth.

Celonis has swiftly risen as a pioneer in a domain that’s reshaping how organizations operate at their very core. As the global leader in process mining and execution management, Celonis empowers businesses to uncover inefficiencies within their operations, using cutting-edge data analysis and intelligent automation. But Celonis isn’t just transforming the way companies optimize their operations; it’s redefining how tech brands speak, feel, and connect. In a space crowded with complexity and jargon, Celonis stands apart with a brand that is as bold as its mission. From its dynamic visuals and strikingly minimalist aesthetic to its approachable tone and emphasis on clarity, Celonis communicates the power of execution in a way that is both distinctive and human-centric.

This brand and design philosophy reinforces its position as not just a technology leader, but a partner dedicated to making transformative change accessible and impactful. Together with Christian Flaccus, Chief Design Officer at Celonis, we shed light on how Celonis uses its unique brand identity to carve out a compelling space in the world of enterprise technology.

Photo: Celonis

“We focus on removing unnecessary layers of corporate formality, ensuring our communications remain human and engaging, which is vital for maintaining our unique company culture”

Christian Flaccus, Chief Brand Officer, Celonis

I’ve always seen the value in creating a strong and enthusiastic brand. This is especially useful in B2B software, where the product is abstract and hard to visualize. Everything relevant to building trust can be nicely packaged in clear and brave branding. This mindset was brought into Celonis early on by our team, and it’s been crucial in our journey.

When I met Alex, one of our founders an Co-CEOs, a few years ago, we had this running joke about when they’d be able to afford my services. Eventually, that day came about four and a half years ago. We began working on the brand because we believed wholeheartedly in the dimension of trust and trustworthiness. Investing in the brand wasn’t just about commitment to ourselves; it was about instilling commitment in others—employees, future investors, customers. It was about making sure what we stand for is clear, and I believe that makes a significant difference.

When we talk about being “disruptive by design,” we’re addressing the journey we’ve been on as a brand—essentially the transitions and transformations. Initially, it was crucial to look distinct so that we wouldn’t blend in with other corporate entities. Celonis didn’t want to be another corporate player that people look at with suspicion. Standing out was the first step. We wanted our brand to reflect an honest and human side, devoid of unnecessary corporate formalities.

To explain what that means: People tend to sometimes confuse formal with professional. You don’t need to sound like you’re writing a letter to the mayor to come across as professional. We aim to sound professional while also being perceived as humans. Not hiding behind phrases and jargon.

Today, our sense of disruption has evolved. It’s not just about looking different for the sake of being different. Our foundational disruption phase led to some serious soul-searching where we rediscovered our essence—what our founders stand for, what we could represent as a company. That allowed us to decide what kinds of disruption were true to our identity. This now translates to reducing unnecessary corporate formalities and communicating in ways that are more human and trustworthy.

“We wanted our brand to reflect an honest and human side, devoid of unnecessary corporate formalities.”

Christian Flaccus, Chief Brand Officer, Celonis

We started with our experience principles, involving different departments to envision how these principles should ideally be adopted across touchpoints. Then, it was about enabling everyone to follow these principles. We’ve instituted a small program to involve and educate our team, giving a brand introduction to new joiners each month. It’s a lot of groundwork, ensuring everyone understands and embodies these principles.

Our brand principles themselves span across all experience-creating functions—customer, product, employee, brand, and partner experiences. We aim to align and shape these principles collaboratively. Another crucial point is incorporating our company values into our brand values. This alignment ensures that our brand truly represents the ingrained values supported by everyone within the company. This creates consistency and commitment to the brand from within.

One key aspect of our design principles is contrast and clarity. For example, using black and white to reduce noise highlights our content and message. This minimalist yet purposeful design approach allows us to communicate effectively and stand out in a cluttered B2B tech landscape. It’s about ensuring every element we use, from design to language, enhances clarity and trustworthiness.

It’s about awareness and balance. We differentiate between necessary professional structures and old-school corporate norms that no longer serve. This mindset helps us remain authentic and agile. For example, in brand and marketing, we focus on removing unnecessary layers of corporate formality, ensuring our communications remain human and engaging, which is vital for maintaining our unique company culture.

We have a two-pronged approach. First, through our brand awareness campaign, we aim to clarify and communicate our narrative effectively, helping people understand what we do. Second, as we transition from process mining to process intelligence, we emphasize broader conversations that resonate with a wider audience. This means communicating our relevance across different sectors and ensuring our brand continues to evolve and meet diverse needs.

We believe in creating a sustainable brand that reflects a core truth about us. This approach helps with both short-term goals and long-term brand building. It’s about efficiency and truthfulness, ensuring our branding efforts contribute to overall company goals and impact buying decisions positively. Having robust frameworks like the Brand Strength Index from Interbrand provides us with a structured approach to measure and manage our brand’s impact effectively.

One of the most significant challenges is ensuring that brands remain relevant and authentic in their narratives. With the rise of AI and increasing scrutiny on what’s genuine, brands need to focus on seamless representation and core narratives that truly resonate. Empowering employees to become brand ambassadors and maintaining consistent, meaningful communications are crucial steps toward overcoming these challenges.

From humble beginnings as a bookseller, to becoming a distribution powerhouse, healthcare provider, entertainment producer, creative studio and more, Amazon has solidified its position as a mainstay on Interbrand’s annual Best Global Brands ranking. The Seattle-based company has consistently demonstrated its ability to navigate shifting customer expectations, challenge convention, and drive exponential growth.

On par with their mission to be “Earth’s most customer-centric company,” Amazon is capturing consumer mindshare while maintaining its elastic and innovative focus.

“We’re looking at categories where we believe the customer is massively underserved,” VP Global Brand and Marketing Claudine Cheever said on Amazon’s approach to expansion, which includes Amazon’s commitment to health care.

“Health care is an important area where we think we can meaningfully improve the customer experience by making it easier for customers to find, choose, afford, and engage in the care they need to get and stay healthy,” Cheever said.

As Amazon expands into new verticals, reinforcing the company’s ability to offer value, selection, and convenience across all its products and services is central to its marketing strategy. In today’s rapidly evolving media landscape, building real, human connections through creative storytelling is a priority and digital has become a key focus to reach customers where they are.

“I think we’ve really seen that shift in continuing to focus on channels in the digital world,” Cheever said, alluding to the rise of 24/7 connectivity, “but what’s exciting about digital channels and dynamic content optimization is that it puts creativity back on the map, and creativity becomes the lever for success.”

The neuroscience behind marketing and brand building has also been top of mind for Cheever this year, particularly as the wider industry grapples with the rising debate of brand versus performance marketing.

“The dialogue around ‘long-term versus short-term’ is a very limiting way of looking at it,” Cheever said. “As marketers, I think it’s really important to have full-funnel responsibility and ownership no matter where you control it – that’s really our responsibility to the customer.”

At a time where CMOs face greater pressure than ever before, Cheever highlights the importance of listening and understanding where your business and budgets are going.

“We continue to invent to make our customers’ lives better and easier every day and we recognize that every touch point is an opportunity to listen and learn from the customer and to build on the trust we’ve earned through the years,” Cheever said.

“As marketers, I think it’s really important to have full-funnel responsibility and ownership no matter where you control it – that’s really our responsibility to the customer.””

Claudine Cheever, VP Global Brand and Marketing, Amazon

Today, consumers are increasingly gravitating toward brands that display transparency and make strong efforts to earn customer trust. With that in mind, Amazon has made moves over the last five years to address pressing social and economic challenges. This includes growing the company’s education programs, food insecurity and housing initiatives, making outsized progress on its Climate Pledge and reducing its carbon footprint. The company has 15,000 electric delivery vehicles on the road in the US, and has committed to 100,000 by 2030. Amazon recently announced that hourly members of its front-line team will be getting at least an additional $1.50 per hour, which will bring their average base wage to more than $22 per hour and average total compensation to more than $29 per hour when you include the value of their elected benefits.

Through a powerful combination of trust-earning executions happening today and forward-thinking initiatives building a better future for tomorrow, Amazon has transcended household name status, becoming a true life resource for millions.

 “We’re fortunate to be a part of people’s lives every day,” Cheever said.

Over the past two decades, Porsche has experienced unprecedented success. When the German luxury sports car manufacturer entered the prestigious list of the 100 most valuable global brands in 2004 with a brand value of $3.6 billion, the world of branding was starkly different. At that time, Coca-Cola reigned supreme as the undisputed #1 global brand — a position it would hold until Apple’s ascent a decade later. Back in the day, Porsche’s marketing was mainly driven by classic advertising and printed catalogs. Fast forward to today: Porsche’s brand value has surpassed a staggering $17.4 billion, marking the newest highpoint on a steep growth trajectory, while the marketing landscape has transformed dramatically, with digital and social media becoming central touchpoints for all brand engagement.

As the pace of change has accelerated, Porsche has embraced this evolution, while maintaining its unique identity. The saying, “Only because Porsche always changed, Porsche remains Porsche,” captures the essence of this transformation. What distinguishes Porsche in the realm of brand leadership is its unparalleled ability to build lasting relationships with consumers — an achievement that has allowed the brand to remain iconic across purchasing cycles that can span up to 50 years.

“We have seen significant refinement in what the brand means for the business.”

Deniz Keskin, Director of Brand Management and Partnerships, Porsche

Evolution Without Losing Core Identity: The 911 as a Prime Example

Porsche’s ability to evolve while staying true to its brand core is best exemplified by the 911. For decades, voices in the automotive world have argued that the classic 911 could have remained unchanged, given its legendary status. However, Porsche has always believed in the importance of continuous innovation around its core product. The 911 has evolved over the years, ensuring that it remains a timeless luxury experience rather than slipping into a “retro” brand perception. This balance between honoring tradition and embracing innovation has kept Porsche relevant across generations.

But Porsche’s evolution extends far beyond the 911. Over the last two decades, the brand’s understanding of branding has undergone a significant transformation. Whereas in the past, the focus was primarily on marketing the product, today the Porsche brand itself has become a fundamental driver of consumer choice. Branding now plays a pivotal role in how consumers perceive price, differentiation, and value. The future of Porsche lies in a strong combination of its products and in the holistic experience it offers—a seamless integration of product excellence and brand narrative.

“Our customers choose Porsche because of the way the brand makes them feel. Of course, the quality of the product is an important pre-requisite, but the real sales argument is in that wonderful space between the rational qualities and the emotional value.”

Deniz Keskin, Director of Brand Management and Partnerships, Porsche

Staying Human-Centric: How Porsche Nurtures Consumer Relationships

At the heart of Porsche’s success is its ability to remain deeply connected to the human side of consumer decision-making. Customers are not just buyers — they are individuals with evolving desires and motivations. Porsche’s brand management operates as a sensor, constantly gathering insights to understand these shifts and translate them into meaningful brand experiences.

A key aspect of Porsche’s long-term brand strategy lies in its recognition of the unique nature of its purchasing cycles. For many, buying a Porsche is a lifelong aspiration that can span up to 50 years.

Porsche knows that its audience often falls in love with the brand at a young age, so it creates touchpoints — like Porsche’s presence in video games — to capture the imaginations of younger consumers. As these potential customers grow older, Porsche shifts its focus to building brand affinity through new channels, such as Porsche Studios, which allow consumers to engage with the brand in non-sales-driven environments. These studios emphasize familiarity and connection over time, helping keep the brand top-of-mind, even when a purchase is not imminent.

While Porsche can’t dictate when a consumer is ready to make a purchase, it excels at staying close to its customers along the way. This long-term relationship-building has been key to expanding Porsche’s product portfolio beyond the classic 911 and Boxster. By introducing models like the Cayenne and Panamera, which cater to families or those with different lifestyle needs, Porsche has successfully broadened its appeal to new audiences.

“Daily business in brand management is to be the sensor of how human desires and motivations are changing to inform evolution and change”

Deniz Keskin, Director of Brand Management and Partnerships, Porsche

The Next Chapter: Evolving for the Future

Having just celebrated the 75th anniversary of Porsche sports cars, Porsche is a brand with a refined and purposeful identity. This identity is centered on the idea of enabling people to achieve their dreams. As Porsche looks ahead to the next 75 years, the brand’s purpose will remain central, but its approach to communicating that purpose will continue to evolve, adapting to new technologies, consumer behaviors, and cultural shifts.

An ad from the 1970s captures Porsche’s unique appeal: A Porsche 911 is pictured next to a bus, with every passenger gazing longingly at the car. The tagline reads: “Nobody needs it, but everyone wants it.” This sentiment rings as true today as it did then—Porsche is not just a car; it’s an experience, a lifestyle, and a symbol of aspiration. As the brand moves forward, Porsche will continue to evolve, staying true to its core while nurturing lifelong relationships with its consumers.

Over the past 25 years, the world has undergone seismic shifts, fundamentally altering how businesses operate and engage with consumers. In this context, Santander’s journey stands as a testament to resilience, innovation, and leadership.

To appreciate the extent of Santander’s evolution, one must first understand the broader context of the past quarter-century. Digital revolution has completely transformed how we live, work, and interact. Consequently, marketing and branding have changed as well.

“We’ve had to learn how to earn the right for consumer’s attention, to learn how to have a two-way conversation with consumers, learn how to face their public feedback”, according to Nathalie Picquot, Director of Corporate Marketing, Brand Experience and Digital Engagement at Santander. “On other hand, these changes have opened many exciting opportunities for us. By utilizing advanced data analytics, we’ve been able to get to know our audiences better, offering more personalized services and tailoring our message through improved targeting.”

“By utilizing advanced data analytics, we’ve been able to get to know our audiences better, offering more personalized services and tailoring our message through improved targeting.”

Nathalie Picquot, Director of Corporate Marketing, Brand Experience and Digital Engagement, Santander

One brand for a new competitive landscape

In the financial services sector, the rise of neobanks, fintechs, and tech giants has intensified competition. These new players, often less regulated and nimbler, deliver intuitive digital experiences that raise the bar for traditional banks. Santander started developing a global brand in 2004, boosting a global brand awareness via significant sponsorship platforms like Formula 1 and European and Latin American football. More recently, to accompany the bank’s transformation as it becomes more digital and focuses on being best-in-class, the Group has also worked on further strengthening the global brand by developing a common narrative, common tag line and common brand experience.

“Today, in addition to sharing the same logo, we share the same culture, the same strategy, a common positioning, and a common claim. And we are working on ensuring a common best in class customer experience that is coherent with all of this. Where we are today, One Santander, didn’t happen overnight. It has been on a journey for the whole Group and the brand has played a key role in it”, assures Nathalie Picquot. This cohesion has strengthened the brand, ensuring consistency and differentiation in a crowded marketplace.

Furthermore, technological advancements offer immense opportunities to understand and meet customer needs more effectively. Santander leverages cutting-edge platforms to engage with customers meaningfully and non-intrusively at critical touchpoints. However, Picquot assures “a clear challenge” is “how to manage this complexity and the increased pace of innovation. It is learning to lead the teams in the right way and to make the right decisions based on the correct set of data.”

Prosperity beyond finance

Interbrand’s concept of Arena Thinking suggests that addressing multiple customer needs across different sectors can drive brand growth. Picquot says: Santander exemplifies this approach, extending its impact far beyond traditional banking. The bank’s purpose is to help people prosper, and this ethos permeates all its initiatives.

“Santander firmly believes that creating tomorrow’s progress starts today. This philosophy drives the bank’s long-term commitment and day to day activities. We believe prosperity is about more than just money, it is about making progress and achieving goals one step at a time even if at times it may be daunting or complex. Our goal is to support our clients in taking that first step and accompanying them along the way,” claims Picquot.

We believe prosperity is about more than just money, it is about making progress and achieving goals one step at a time even if at times it may be daunting or complex. Our goal is to support our clients in taking that first step and accompanying them along the way.”

Nathalie Picquot, Director of Corporate Marketing, Brand Experience and Digital Engagement, Santander

For instance, Santander’s ventures into mobility solutions and green transition support reflect its commitment to societal progress. By developing tech platforms and solutions that can be shared with third parties, such as Gravity, the bank demonstrates its potential to offer solutions that goes beyond what is expected from the traditional financial sector.

Another example is Santander’s investment in educational initiatives, making it the largest private supporter of education globally through programs like Santander Open Academy, Santander X and Universia.

Financial and digital inclusion are also key focus areas. Through financial education, access initiatives, and micro-credit programs for micro-businesses, the bank fosters community growth and empowerment. These efforts underscore Santander’s dedication to help shape a future where people can prosper.

These initiatives not only provide commercial benefits but also enhance the brand’s relevance by showcasing its ability to tackle new challenges effectively.

Santander’s journey over the past 25 years is a story of adaptation, innovation, and unwavering commitment to its purpose. By embracing technological advancements, addressing evolving consumer needs, and making a positive societal impact, Santander not only navigates the complexities of today’s world but also shapes the future of finance helping people start the journey to their better future, today.