Shell Still Outpaces Dutch Brands By A Whopping 500%
Shell remains the Dutch king of brand power, riding a tailwind of €47 billion in value—more than five times the next best Dutch brand. The numbers come from a fresh study by Brand Finance, the go‑to gurus in brand valuation.
Why is Shell Crushing the Competition?
- Shell’s brand worth grew by 1% to €47 billion (January to December), so it’s still the top dog.
- Despite a slight dip in brand strength (National Rating dropped from AA+ to AA), shareholders and customers feel the brand is still mighty.
- But the company’s overall enterprise value is taking a hit as the oil giant wrestles with declining revenues and the world’s whisper‑quiet on fossil fuels.
Shell’s New Life: “Sustainability, Schmustainability”
Shell has started to play the eco‑chart to dodge clouts from regulators and the climate‑worried public:
- Sustainable aviation fuel launches, promising cleaner skies.
- Shell Recharge—electric‑vehicle charging stations roll out.
- Renewables (wind, solar, etc.) are getting a raise on the shelves.
You’ve probably seen them on the road, but maybe you didn’t know they were quietly revolutionizing themselves.
Other Dutch Brands Are Racing Hard
While Shell holds the crown, other folks are in a hair‑racing surge:
- DAF (the automobile brand) has leaped 54% to €1.4 billion thanks to booming demand for logistics and premium commercial trucks. Buyers are lining up like it’s Christmas.
- ASR (insurance) jumped 50% to €2.0 billion. The “Insure Like a Boss” campaign has turned insurance from a snoozy experience to a swaggering brand.
- kpn (telecom) has become the silver dollar—its AAA rating ticks close to the sky at 88 out of 100 on Brand Strength Index. Familiarity, consideration, the whole package.
ING—The Netherlands’ No. 2
Under Shell, ING sits at the second spot, valued at €9.3 billion. It’s the piggy bank of Dutch brands.
What Does This Mean for the Future?
Henry Farr, Director of Brand Finance, says the Dutch are stubbornly superb—half the top 50 Dutch brands grew year over year, with seven in the top ten. A brand is a brand, but a brand’s value is its buzz. Shell’s pivot to sustainability may either be the hero or the scallywag of its next valuation roll.
Will the eco‑move pay off? Time will tell. For now, though, Shell’s name still rings the loudest in the Dutch market, too much louder to be invisible.
