Shell holds strong as most valuable Dutch brand despite falling brand strength

Shell remains over five times more valuable than the next most valuable Dutch brand, according to a new report from Brand Finance, the world’s leading brand valuation consultancy.

ING is the Netherland’s second most valuable brand with a value of EUR9.3 billion.

Although Shell’s brand value has grown 1% to EUR47.0 billion, Brand Finance’s research finds that its brand strength rating has dropped from an AA+ to AA.

This comes as Shell has faced falling revenues, a decline in enterprise value, and increasing scrutiny for its fossil fuel legacy. In 2024, Shell has ramped up the expansion and diversification of its sustainable portfolio through investments in sustainable aviation fuel, electric vehicle charging through Shell Recharge, and renewable energy options.

Henry Farr, Director, Brand Finance said, “The Netherlands’ leading brands are showing impressive resilience with over half of the top 50 Dutch brands achieving year-on-year brand value growth, including seven among the top ten.

The country’s most valuable brand, oil and gas giant Shell, has shown this resilience with a 1% increase in brand value, despite falling brand strength and enterprise value.

As Shell navigates increasing scrutiny from various stakeholder groups, they will watch closely to see whether the company’s intensified focus on sustainability is reflected in future brand value and strength.”

Automobiles brand DAF is the Netherlands’ fastest-growing brand with value rising 54% to EUR1.4 billion. Robust demand for DAF’s logistics products and premium commercial vehicles has driven this growth, resulting in significant revenue increases. Insurance brand ASR also saw strong growth of 50% to EUR2.0 billion. ASR’s strong organic growth, coupled with a rise in its Brand Strength Index score has fuelled this growth. Successful campaigns such as its ‘Insure Like a Boss’ for workplace insurance, have likely contributed to this rise in brand equity.

Telecoms operator knp is now the strongest brand in the Netherlands, overtaking Albert Heijn and Heineken. Rated AAA, kpn’s Brand Strength Index score increased to 88.0 out of 100 stemming from high scores in familiarity, consideration and brand investment metrics in Brand Finance’s research.