Luxury brands have never been more popular. Despite the current climate of uncertainty, people seem willing to spend money on high-end luxury goods. Whether that’s the latest Gucci collection or automobile from Rolls Royce, consumers want luxury brand name products. It’s plain to see the luxury sector continues to thrive. 

In a society dominated by social media and image, it makes sense people want to look good. As Investopedia explains, “for some consumers, a luxury good can go a long way in increasing self-esteem or providing a sense of belonging.” It fosters “a sense of accomplishment,” with luxury brands often seen as better quality. Owning a designer item strikes a balance between status and authenticity. 

So what are the most popular luxury brands? Alexander McQueen? Yves Saint Laurent? Ralph Lauren? While this is up for debate, Brand Directory, which calculates and evaluates the earnings of the biggest brands in the world, has a good idea. Every year they release their list of the best luxury companies based on how much money they make and each company’s monetary valuation. Taking their research into account, here are the 10 most popular brands in the world.

1. Porsche – $34.3 Billion

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The German automobile brand reigns supreme at the top of the charts. Despite the challenges of the past couple of years, Porsche has managed to thrive and continue its dominance as one of the world’s top luxury brands. The brand value is an astonishing $34.3 million.

First established in 1931 in Stuttgart, Germany, Porsche quickly became a leader in the automotive field. It’s also one of the biggest global brands thanks to its luxury branding strategy. The company’s 911 model is perhaps its most famous vehicle and dominated the market during the 80s and 90s. Notable for its luxury sports cars, Porsche now offers SUVs, sedans, and electric cars. The Porsche Taycan (electric car) has become a particularly big hit with those looking for a luxurious car that’s also environmentally friendly.