Apple is on track to become the first trillion-dollar brand, according to Kantar BrandZ‘s Most Valuable Global Brands 2022 rating. Apple stands out for its high degree of differentiation and continued diversification across its hardware, software, and services portfolio, with a brand worth of $947.1 billion. Google climbs to second position 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 tools have made it an indispensable part of people’s lives across the world.
Over the last year, the aggregate worth of world’s Top 100 most valuable brands has risen by 23% to $8.7 trillion, underscoring the importance of brand power 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 corporations by 2022. Over half of the entire value of the Top 100 ranking is accounted for by the Media & Entertainment, Business Solutions & Technology Providers, and Retail categories.
The following are some of the key patterns 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 likely to rise.
• TESLA is one of the year’s biggest success stories, moving from 47th to 29th place, matching the global trend of electric car 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 rise of luxury market, particularly in China. This year, Louis Vuitton’s brand value increased by 64%, making it the first European brand to enter the worldwide Top 10 since 2010.
• NEWCOMERS in the ranking for 2022 come from a variety of categories. One of the world’s largest integrated oil and chemicals businesses, 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 largest online commerce and payments platform, ranked No.71.
• Despite experiencing unique pandemic hurdles, CHINESE brands retain strong, with Tencent at No. 5 and Alibaba at No. 9 in the worldwide Top 10. With WeChat at No. 5 and TikTok at No. 9, China is also the only market that can compete with the United States’ dominance in the Media & Entertainment category.
“The 17th edition of Kantar BrandZ’s worldwide report for 2022 reveals the necessity of brand-building to assist survive market transformation,” Guerrieria concludes. Brands are often a company’s most valuable asset, contributing significant value to the financial sheet. Management decisions on marketing investment can be backed up by solid metrics in unpredictable times. The brand values from Kantar BrandZ clearly demonstrate how outstanding marketing contributes to brand value in the short and long term.”
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