Apple is on track to become the first trillion-dollar brand, according to Kantar BrandZ’s Most Valuable Global Brands 2022 ranking. Apple stands out for its high degree of differentiation and continued diversification across its hardware, software, and services portfolio, with a brand value of $947.1 billion. Google climbs to second place and is one of the fastest-rising companies in the rankings, with a 79 percent increase in brand value to 819.6 billion dollars. Google’s work and productivity apps have made it an indispensable part of people’s lives worldwide.
Over the last year, the combined value of the world’s Top 100 most valuable brands has risen by 23% to $8.7 trillion, underscoring the importance of brand strength in navigating an uncertain global economy.
This year, 37 brands saw an increase in their ranking. Over three-quarters of brand value will come from US companies by 2022. Over half of the total value of the Top 100 orders is accounted for by the Media & Entertainment, Business Solutions & Technology Providers, and Retail categories.
Kantar BrandZ Top 10 Most Valuable Global Brands 2022
| Rank 2022 | Rank change | Brand | Country of Origin | Brand Value 2022 ($M) | Brand Value 2021 ($M) | % Brand Value Change 2022 vs 2021 |
| 1 | 1 | Apple | US | 947,062 | 611,997 | 55% |
| 2 | 1 | US | 819,573 | 457,998 | 79% | |
| 3 | -2 | Amazon | US | 705,646 | 683,852 | 3% |
| 4 | 0 | Microsoft | US | 611,460 | 410,271 | 49% |
| 5 | 0 | Tencent | China | 214,023 | 240,931 | -11% |
| 6 | 3 | McDonald’s | US | 196,526 | 154,921 | 27% |
| 7 | 1 | Visa | US | 191,032 | 191,285 | 0% |
| 8 | -2 | US | 186,421 | 226,744 | -18% | |
| 9 | -2 | Alibaba | China | 169,966 | 196,912 | -14% |
| 10 | 11 | Louis Vuitton | France | 124,273 | 75,730 | 64% |
The following are some of the key trends identified in Kantar BrandZ’s global study:
- In the new Kantar Sustainability BrandZ Index, MICROSOFT, ZARA, AND IBM are at the top, with sustainability accounting for 3% of brand equity and expected to rise.
- TESLA is one of the year’s biggest success stories, moving from 47th to 29th place, mirroring the global trend of electric vehicle sales more than doubling by 2021.
- LOUIS VUITTON (No. 10; $124.3 billion) is the first luxury brand to enter the global Top 10, indicating the global growth of the luxury market, particularly in China. Louis Vuitton’s brand value increased by 64% this year, making it the first European brand to enter the global Top 10 since 2010.
- NEWCOMERS in the ranking for 2022 come from a variety of categories. One of the world’s most significant integrated energy and chemicals companies, Aramco, debuted at No. 16 on the list. Infosys, an Indian IT services and consulting firm, is ranked No. 64. Mercado Libre, Latin America’s most extensive online commerce and payments ecosystem, ranked No.71.
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