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Key Results

1. TOP 30 DUTCH BRANDS WORTH OVER €80 BILLION

Taken together, the BrandZ™ Top 30 Most Valuable Dutch Brands 2018 are worth $93 billion, or more than €80 billion. This means that Dutch brands are as strong and valuable as those from larger economies like Spain, Italy, Australia, and Indonesia, which all have similar total values for their top 30 brands.

2. SHELL’S AT THE TOP

The Netherlands is the only European country in the BrandZ™ rankings to be led by an oil and gas brand, with Shell handily taking the top spot in this inaugural BrandZ™ Top 30 Dutch Brands ranking. Shell has a brand value of US $20.7 billion, and alone makes up 22 percent of the value of the entire Dutch Top 30. Shell is not only the most valuable Dutch brand, but also this year surpassed ExxonMobil to become the No. 1 Oil and Gas brand in the BrandZ™ Most Valuable Global Brand 2018 rankings.  

3. TOP DUTCH BRANDS ARE CRUCIAL TO THE NETHERLANDS’ ECONOMY

A collection of iconic heritage brands and beloved startups, it’s no surprise that the BrandZ™ Top 30 Most Valuable Dutch Brands are important cornerstones of Dutch society. What’s notable, however, is just how crucial they are to the Dutch economy relative to top brands in other major European economies. The total value of the Dutch Top 30 is proportionally larger, when compared to overall GDP, than the top 30 brands in the UK, Germany, or France.

4. SIX CHEERS FOR BEER

The placement of so many beer brands in the Dutch Top 30 is quite distinctive among countries analyzed by BrandZ™. There are six beer brands in the Dutch Top 30 – a number unmatched in other European nations’ ranking tables – making beer the largest category in the Dutch rankings by number of brands represented. Beyond the behemoth that is Heineken (the No. 2 brand overall in the Dutch ranking) Amstel, Grolsch, Hertog Jan, Brand, and Bavaria also put in strong showings this year. Together they make up 16% of the Dutch Top 30.

5. BANKING STILL RATES

Although the share of Dutch workers employed in the banking sector has declined because of greater automation, financial institutions remain a vital part of the Netherlands’ economy and brand landscape. Five banking brands are included in the inaugural Dutch Top 30, and they a diverse lot: among others, they include “sustainable finance” pioneer ASN Bank, globally prominent ING, and Rabobank, which has strong ties to the food and agriculture sector. In all, banking brands account for 20% of the overall value of the Dutch Top 30.

6. INNOVATION IS KING

Brands that made the Top 30 ranking in The Netherlands are outperforming most of Europe on BrandZ’s measure of innovation. In addition to being an important component of overall brand health and vitality, innovation has been shown to be a major driver of future growth. The average innovation score for brands in the Dutch Top 30 is higher than the innovation average for the top British, French, Spanish, and Italian brands, and is tied with Germany brands for the top average score in Europe.  

7. TECHNOLOGY IS DRIVING BRAND SUCCESS

The Netherlands’ leading tech and online services brands – Philips, Booking.com, and Thuisbezorgd.nl – account for a quarter of the overall value of the Dutch Top 30. But many other brands in this ranking are also using technology to create new value for consumers. Taken together, the Netherlands’ Top 30 Brands scored well above the global average in delivering a superior online experience for ordinary citizens. Going forward, the question won’t be whether brands should embrace technology, but how they should do so to maximally improve people’s lives.

8. INNOVATION AND PURPOSE ARE NATURAL PARTNERS

Looking at the data, many Dutch brands that score high on innovation have also embraced a strong sense of purpose.  This is a combination that feels distinctively Dutch: as seen in this year’s BAV Best Countries rankings, people around the world see the Netherlands not only as a country that favors business and entrepreneurs, but also as a strong defender of human rights, the environment, and equality. Consumers value a “reason why” for innovation, and this combination of innovation and purpose enables category leadership for Dutch brands.