In the Netherlands, we have seen time and again that strong brands retain more of their value during tough economic times and recover more quickly when market conditions begin to improve. This was the case during the banking crisis of 2013 and shows every indication of holding true today.

Amidst unprecedented macro-economic challenges, Shell is the Netherlands’ number one most valuable brand for the third year. The value of the BrandZ Top 30 Most Valuable Dutch Brands 2021 remains concentrated at the top, with Royal Dutch Shell (no.1; $14.9 billion), Philips (no.2; $11.9 billion) and Heineken (no.3; $11.6 billion) comprising almost half of the total value.

Drugstores Kruidvat (no.27; $0.23 billion) and Etos (no.28; $0.21 billion) are new entries.

Douwe Egberts (no.19; $0.76 billion) recorded a year-on-year growth of 59% in brand value to make it the fastest riser.

Discover all the top performers, how brands can find growth against an evolving landscape, and the imperative for sustainability, corporate responsibility and trust, in our full report.