– Apple retains first place as the Top 100 Brands ranking exceeds more than $3 billion for the first time: a 16% increase from 2021
– Airbnb (#54), Red Bull (#64) and Xiaomi (#84) are new entrants for 2022
– Microsoft (#2), Tesla (#12) and Chanel (#22) record the highest year-on-year growth
– Nike (#10) enters the top 10 for the first time, overtaking McDonald’s (#11)
– Instagram (#16) overtakes Facebook (#17) as Meta’s most valuable brand
– The 10 best brands make up 53% of the total value of the table
– Quantitative environmental, social and governance (ESG) data incorporated into the Best Global Brands methodology for the first time
NEW YORK, November 3, 2022 /PRNewswire/ — interbrand today announced its Best Global Brands 2022 ranking at Web Summit 2022. Apple remains in the number one position for the tenth consecutive year, while Microsoft has risen to second place, overtaking Amazon.
Microsoft, Tesla and Chanel have seen the highest year-over-year percentage growth, with all increasing brand value by 32%.
Despite Tesla’s continued growth, it was unable to replicate the 184% increase in brand value it experienced in 2021.
With an 18% increase in brand value, Apple (US$482.215 million) has remained at the top of the table. Microsoft follows (278,288 million US dollars), which has overtaken Amazon (274,819 million US dollars) to be number two in the ranking. Google (251,751 million US dollars) has remained in its number four position.
The rest of the top 10 companies are: Samsung #5 (87,689 million US dollars), Toyota #6 (59,757 million US dollars), Coke #7 (57.535 million US dollars), Mercedes-Benz #8 (56,103 million US dollars), Disney #9 (US$50.325 million) and Nike #10 (50,289 million US dollars) for the first time.
The top 10 brands represent 53% of the total value of the entire table..
The average value of the brand has exceeded US$3 trillion for the first time in history: a 16% increase from 2021 (2,667,524 million US dollars).
A 16% increase in overall brand value from the chart demonstrates the growing contribution a company’s brand has to driving its economic success. While financial markets have shown significant changes in recent years, the value of the world’s strongest brands has steadily increased, driving customer choice, loyalty and margins.
The fastest rising brands in 2022 (in terms of percentage change in brand value, year over year) significantly outperformed the fastest falling brands in three brand strength factors – Direction, Agility and Participation.
Direction: These brands set a clear direction, ensuring that the entire organization knows where it is going and works towards the same ambition.
Agility – Once this is done, they move quickly, bringing new products and services to market and, when necessary, pivoting to address changing customer needs.
Engagement – Ultimately taking people on a journey with them and making them part of the movement to create an engaging brand world.
chris caposelaexecutive vice president and chief marketing officer at Microsoft said: “At Microsoft, we believe that technology can help empower every person and every organization on the planet to achieve more. As we continue to help clients digitally transform and leverage our technology to do more with less, we’re excited to grow our audience beyond brand limitations as a truly valuable part of their lives.”
Gonzalo Brujó, Global CEO of Interbrand said: “As we go through this period of economic uncertainty, the most successful brands will continue to build ever stronger connections with consumers. It is no longer enough to have a static brand and commercial offering. Successful brands know how to leverage new technology to create better experiences for consumers and become a truly integrated part of their lives.
“These top 10 brands defy the rules. They build exceptionally strong relationships with their customers, enabling them to extend their brand value beyond traditional products, sectors, or silos. They excel in leadership, empowerment, and change, and with that comes value.”
For the full Top 100 ranking and full methodology and industry trends report, visit www.bestglobalbrands.com.
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