World’s Best Brands of 2024 – United States [Video]

Methodology: How TIME and Statista Determined the World’s Best Brands of 2024

Brands are mysterious things. Created by companies looking to promote specific products or services, they’re ultimately defined—for better or worse—by consumer perceptions. They also play starring roles in our preferences and spending behavior as companies respond to, and shape, market trends. 

Consider Bath & Body Works. Long focused on women, the retailer snagged the top spot in the male cosmetics category of a new survey-based ranking of the world’s best brands by TIME and Statista. That’s a sign that the Ohio-based company’s strategy for reaching men is paying off. It’s more than just ads and social content. “We’ve made it easier for men to try our offering,” Chief Customer Officer Maurice Cooper says. One example: a pop-up tour from November 2023 through May of Bath & Body Works’ fast-growing Men’s Shop at NBA, NCAA, NFL and college football games …