A ranking that measures intangible value, not a sales ranking
The Brand Finance France 2026 ranking, published on May 8, 2026 (article by Pauline Duvieu), once again places luxury brands at the top: Chanel, Louis Vuitton, Hermès , and Cartier dominate both the collective imagination and the economic value associated with their names. This ranking is intriguing because it resembles a verdict on a brand's "power," when it primarily answers a more precise question: what is the value of the right to use this name on products and services, today and tomorrow?
In other words, brand value is not revenue, profitability, or even annual growth. It reflects a name's ability to generate preference, secure demand, justify a price premium, and reduce certain commercial costs. In the luxury sector, this mechanism is particularly evident: the brand is not merely a distinctive sign, but a cultural asset, a system of evidence (heritage, expertise, rarity), and a promise of desirability.
How does Brand Finance estimate “brand value”: the logic of royalty relief?
Brand value in 2026 – To understand why
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