Global Brands Are Gaining Muscle—Intangibles Up 8%!
Brand Finance, the world’s top brand‑valuation gurus, just dropped a fresh report that shows the intangible value—think brands, patents, and employee know‑how—of the planet’s biggest firms has jumped 8% in a year. From US $57.3 trillion in 2022 to US $61.9 trillion in 2023, this figure actually dwarfs the entire U.S. GDP. Meanwhile, the tangible side of global assets has stayed essentially the same.
What’s the Buzz About?
Every year, the Brand Finance Global Intangible Finance Tracker (GIFT™) keeps a pulse on the world’s business giants, measuring how powerful their intangible assets are. These assets are the invisible stuff that doesn’t show up on a balance sheet: rights, relationships, and intellectual property.
- Rights – Leases, contracts, and other legal agreements.
- Relationships – Skilled workforce, customer networks, and partnerships.
- Intellectual Property – Brands, patents, copyrights, and the tech that keeps companies ahead.
From a Down‑Turn to a Comeback
Last year, in our 2022 GIFT edition, we noted a 25% drop in global intangible value. Tech giants pulled back hires, and investors grew a bit wary. But this year, the trend flips, nudging the growth back to that steady upward path we’ve seen since 2012. The takeaway? Intangibles are more pivotal than ever in the global economy.
What the Fine People at Brand Finance Say
“The latest data shows that global intangible value is back on a positive trajectory as economies settle and investors cautiously regain confidence,” says Annie Brown, General Manager at Brand Finance UK.
“Our goal is to highlight how strong brands and cutting‑edge tech can boost productivity and open new growth avenues. Companies that master these intangible assets can outpace the competition by a wide margin.”
Bottom Line
In sum, while the world’s big firms keep their concrete assets steady, the intangible side is growing like a well‑tended garden. And if you’re looking to make money—and meaning—from brands, patents, or a super‑skilled team, now’s the time to plant your seeds.
Apple retains top spot as world’s most intangible company, while Microsoft rebounds from behind Aramco to take second place
Intangible Asset Showdown: Who’s Still Winning?
Picture the financial world’s version of Who’s Got the Biggest Piggy Bank? – only this time we’re talking about intangible assets, which are basically intangible gold‑mines like brand names, intellectual property, and that secret sauce of innovation each tech titan keeps in its vault.
Apple: Still the Crown Jeweler
Apple is rolling in the dough, boasting an USD 2.7 trillion bank‑roll in intangible goodies – that’s a 17 % jump, or a sweet USD 384 billion boost since 2022. It still holds the top spot like a king on a throne, and nobody’s in the mood to dethrone him… yet.
Microsoft: Climbing Back to Power
Microsoft’s got a game plan and it’s paying off. USD 2.3 trillion in intangible assets marks a roaring 46 % upswing. After a slight dip, it’s leaping over the oil giant Aramco, which sits at USD 1.8 trillion with just a modest 4 % increase.
Alphabet vs. Amazon: A Brand War
- Alphabet (Google) is in the sixth shell: USD 1.4 trillion in intangible assets, up 68 %.
- Amazon, meanwhile, lags a bit behind at USD 1.2 trillion, a solid 40 % climb.
Tesla: Still Shaking the Market
The electric car icon keeps its head in the game, amassing USD 776 billion of intangible assets, a modest 15 % bump.
Meta’s Roller‑Coaster: From Facebook to Meta, from 436% to 7th Place
Meta (the rebranded Facebook) is a textbook case of a brand revamp causing a 435 % shoot‑up in intangible value, crashing home at USD 707 billion. That’s a 61‑rank slide – from the stratosphery near the top to the more respectable 7th spot. The rebranding and a fresh corporate philosophy proved to be a cash‑generating power‑move.
Every time these titans tweak their strategy, the numbers change, and the leaderboard looks a little different. But for now, Apple is still the reigning champ, Microsoft diligently catching up, and Meta riding its temporary dip back to the next level in the race for intangible supremacy.
Tobacco & E-Cigarette sector stands out for intangible gains
Why the Tobacco & E‑Cigarette World is All About the Hidden Stuff
Picture this: a staggering 91 % of the total value of companies in the tobacco and e‑cigarette scene is made up of something you can’t see. That silent, invisible cash—intangible assets—runs the show, from patents to brand buzz.
Thought‑Buffer: The Secret Sauce
Modern vaping guns are slick, tech‑heavy, and fiercely protected by patents. Companies are pouring money into proprietary gadgets that keep their competitors guessing. It’s a high‑stakes, invisible “in‑market” war that feeds the growth engine.
Who’s Leading the Pack?
- China National Tobacco Corporation – the giant in Asia, tightening its grip.
- Bacardi & Tobacco (BAT) – the global veteran with a large heap of goodwill from past takeovers.
- Philip Morris International – the classic brand that’s converting into e‑cig rockets.
These giants have amassed huge intangible values through marquee acquisitions. Their bottom lines? Painted with a hefty splash of goodwill.
Regulation Land: A Rocky Road for Cigarettes, a Wild Wild West for Vapes
Traditional tobacco is a learned adult—well‑regulated, strictly marketed. Meanwhile, e‑cigarettes still wander in the “nascent stage,” practically begging for regulations. In some places, the marketing playbook is still open‑book, allowing companies to capitalize on the unaudited appeal of vaping products.
Because advertising rules are lighter (in a few jurisdictions), intangible value spikes. Companies get a free pass to build brand allure without the same level of scrutiny.
Takeaway: The Invisible War Is Pay‑ing Off
From secret patents to generous goodwill, the vaping industry’s intangible assets are growing faster than the number of people joking about “submarine cigarettes.” The key, for investors, is that these hidden treasures provide a cushion against changing rules—until that moment when regulation pulls the curtain too close.
Intangible asset value rises for transforming industries like Commercial Services (up 68%) Media (up 309%) and Insurance (up 81%)
Commercial Services: Rock‑Solid Growth in the Value of What Can’t Be Touched
Think of intangible assets as the secret sauce in a business’s recipe – you can’t see them, but you know they’re making everything richer. In 2024, the Commercial Services sector saw a hefty lift in that sauce’s value, thanks to a tidal wave of fresh tech, especially AI. Companies are no longer just selling services; they’re slapping on artificial intelligence like a fresh coat of paint, turning ordinary tasks into smart, hyper‑efficient wonders.
AI – The New Wardrobe for Service Offerings
- AI turns routine work into “wow” moments.
- Clients love the speed and insight AI brings.
- Brands that adopt AI see their intangible asset valuations pop right up.
Media: Meta’s Grand Metamorphosis
Picture Meta as a giant, restless beast that’s constantly reinvention. Last year, it went through a comprehensive makeover – cutting costs, trimming excess, and—most crucially—charting a hero’s journey into the Metaverse. Sure, they cut the price tags, but their real ambition? To build a future where we connect more deeply and naturally.
Why Meta’s Focus on the Metaverse Matters
- They’re taking the leap from social to immersive spaces.
- Reorganization was about saving money, but also about laying the groundwork for tomorrow’s digital playground.
- The goal is big: creating the next-gen human connection network.
Insurance: 24/7 Guardians Against Climate and Cyber Chaos
The world’s weather is becoming as erratic as a soap opera, and cyber threats are popping up like bad internet memes. Insurance companies are stepping up, reshaping their tools and readiness to keep folks safe from both market and digital storms.
What’s Changing for Insurers?
- They’re tightening risk models for climate surprises.
- Cyber defenses are getting a serious upgrade – think floating a strong perimeter.
- Ready to provide the safety net when the saying “change is inevitable” becomes a literal fact.
All in all, this year’s dance between technology, media, and insurance showcases a dynamic shift: businesses are trading old, dusty methods for fresh, future-facing approaches. The result? A richer, more resilient landscape that thrives on innovation and takes on whatever complexity the world throws its way.
USA shows largest absolute increase in intangible asset value
US and Japan Lead the Charge in Intangible Asset Growth
The United States has pulled a massive win, pushing its intangible asset value up by $836 billion from 2022. This rebound clears a chunk of the $4.9 trillion hit the sector took last year, making the U.S. the biggest absolute gain for any country.
Japan isn’t lagging far behind, climbing $587 billion in intangible wealth. This surge mainly stems from two powerhouse industries:
- Tobacco & E‑Cigarette – the current king‑maker driving the majority of the increase.
- Semiconductors – the clear runner‑up that follows closely.
In short, the U.S. pulled off the biggest comeback, while Japan’s duo of “smoke” and silicon kept things exciting.
2023 ranking features new analysis of intangible value according to stock exchange
Brand Finance’s Take on the Secret Life of Global Stock Exchanges
Ever wondered where the invisible assets of a company really sit? Brand Finance has taken a deep dive into the intangible world of stock exchanges this year, and the results are nothing short of astonishing.
The New York Stock Exchange: The Heavy‑Lifter of Intangible Worth
NY E X led the pack, boasting a whopping USD 2.5 trillion in intangible value—making it the biggest exchange in the world when you strip away the shiny logos and add in the intangible. Imagine a place that’s worth more in its “invisible” assets than the entire economy of a small developed country.
OTCQB Venture Market: The Intangibility Flagship
While the NY E X is the king, the OTCQB Venture Market truly steals the show in relative terms. This over‑the‑counter platform is the most intangible out of all—an impressive 78 % of its value comes from the ethereal. Think of it as the Hogwarts of finance, where the magic you can’t see is all you really need.
London’s Quiet Glory
The London Stock Exchange oddly manages to sneak into the top 25 of the most intangible exchanges. It’s as if the city’s bustling streets of cobblestones and premium beers are tacked onto a deeper, unseen value.
Why the UK is Trending
With the UK gearing up to become a more welcoming playground for tech innovators, the chatter of investors is louder than ever. The predictions? A surge in appetite for the next big tech unicorns—every day feels like a tech fair waiting to break out.
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