Apple leads the Kantar BrandZ Most Valuable Global Brands 2022 ranking and is on track to become the world’s first trillion-dollar brand. Apple’s brand value is $947.1 billion, owing to its high degree of differentiation and ongoing diversification across its hardware, software, and services portfolios.
Google jumps to second place and is one of the fastest-rising companies in the rankings, increasing its brand value by 79% to $819.6 billion. Google’s suite of work and productivity apps has made it an indispensable part of consumers’ lives all over the world.
Over the last year, the combined value of the world’s Top 100 most valuable brands has increased by 23% to $8.7 trillion, highlighting the importance of brand strength in navigating an uncertain global economy.
This year, 37 brands improved their ranking. Over three-quarters of brand value in 2022 will come from US companies. Over half of the total 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 trends identified in Kantar BrandZ’s global study:
• MICROSOFT, ZARA, AND IBM lead the way in the new Kantar Sustainability BrandZ Index, which shows sustainability already accounts for 3 percent of brand equity and is expected to rise.
• TESLA is one of the year’s biggest success stories, rising from 47th to 29th, mirroring the global sales trend of electric vehicles more than doubling by 2021.
• LOUIS VUITTON (No.10; $124.3 billion) is the first luxury brand to enter the global Top 10, reflecting the growth of the global luxury market, particularly in China. Louis Vuitton experienced 64 percent growth in brand value this year and is the first European brand to reach the global Top 10 since 2010.
• NEWCOMERS in the 2022 ranking come from a variety of categories. Aramco, one of the world’s largest integrated energy and chemicals companies, debuted at No. 16 on the list. Infosys, an Indian IT services and consulting firm, ranked 64th. Mercado Libre, Latin America’s largest online commerce and payments ecosystem, debuted at No.71.
• Despite facing unique pandemic challenges, Chinese brands remain strong, with Tencent ranking fifth and Alibaba ranking ninth. China is also the only market challenging the United States’ dominance in the Media & Entertainment category, with WeChat ranking fifth and TikTok ranking ninth.
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