- Index hide
The total value of the 100 brands exceeds 3 trillion dollars for the first time, after growing 16% compared to 2021.
Interbrand incorporates quantitative data on ESG into the Best Global Brands methodology for the first time.
Apple holds the top spot as the world’s most valuable brand, followed by Microsoft and Amazon.
The Best Global Brands 2022 resultsprepared by the world’s leading brand consultancy interbrand and the customer agency C Space, reveals the keys to growth of the 100 most valuable brands in the world and shows a singular change in the list of the top 10.
The contribution of brands to global economic growth is a benchmark that, for the first time in recent years, 23 years of life of the report, is reflected in the 3.09 billion dollars they represent, 53 percent of the total value of the table is equivalent only to the top 10 companies in the ranking. And it is that Ihile financial markets have shown significant swings in recent years, the value of the world’s strongest brands has risen steadily, driving customer choice, loyalty and margins.
Best Global Brands 2022:
For the tenth consecutive year Manzana is the most valuable brand in the world, followed by microsoft, who manages to overtake amazon and leaves the eCommerce giant in third place. The technology created by Paull Allen and Bill Gates increased its value in Best Global Brands 2022 along with Tesla Y chanell, which are placed in the 12th and 22nd place respectively. All of these grew by 32 percent compared to 2021.
However, there were other changes in the ranking, such as the incorporation of airbnb, Red Bull Y Xiaomi, in place 54, 64 and 84 respectively, as well as the disappearance in the table of brands such as Uber, Zoom and John Deere.
Likewise, this year technology brands continue to dominate in the Best Global Brands. This is the Top 10 in ascending order:
- Manzanaworth 482 thousand 215 million dollars and an increase of 18 percent.
- microsoftwith 278 thousand 288 million dollars and an annual growth of 32 percent.
- amazonwith a brand value of 274 thousand 819 million dollars, only 10 percent more than in 2021.
- Googlewhat is it worth 251 thousand 751 million dollars, that is, 28 percent more than last year.
- Samsungworth 87 thousand 689 million dollars and an increase of 17 percent.
- Toyotawhich grew in value 10 percent to 59 thousand 757 million dollars.
- Coke, with 57 thousand 535 million dollars did not grow percentage points this year.
- Mercedes Benz, has a value of 56 thousand 103 million dollars and an increase of 10 percent.
- Disneyrecorded an annual value of 50 thousand 325 million dollars and 14 percent more than 2021.
- Nike, with 18 percent growth, today it is worth 50 thousand 289 million dollars.
“The Best Global Brands have surpassed the $3 billion mark for the first time, but there is still room for further growth, both from the Top 10 and new entries”.
“The Top 10 is made up of brands that defy the norms. They build strong and exceptional relationships with their clients, which allows them to reinforce the equity of your brand beyond traditional products, sectors or silos. They stand out in areas such as leadership, empowerment and change; and with these ingredients, value arises”, explains the Global CEO of Interbrand, Gonzalo Brujó.
The specialized consultant carried out an analysis using the methodology itself of Interbrand, which consists of tracking the annual growth of 100 companies against three factors of Brand Strength:
- Address. They set a clear purpose, ensuring that the entire organization knows where it is going and works with the same ambition.
- Agility. They move fast when launching new products and services; plus, when needed, they pivot to meet changing consumer needs.
- Stake. Finally, they captivate their community of consumers to join their journey, making them part of a movement to create a unique and attractive brand universe.
“As we navigate a new period of economic uncertainty, the most successful brands will continue to forge strong connections with their consumers. A static business and brand offering is no longer enough. The most valuable brands know how to use technology to improve consumer experiences, becoming an integral part of their lives”, concludes Brujó.
Let us remember that the 23rd edition of Best Global Brands, analyzes how the world’s strongest companies are performing in a rapidly changing scenario and includes, for the first time, terms such as ESG, measures implemented corporately to show leadership in environmental, social, governance and generation actions exchange.
Interbrand has more than 30 years of experience in brand valuation. It was the first company to carry out an assessment project in 1988 and also the first whose methodology was certified with ISO 10668, playing a fundamental role in the development of the standard itself. The methodology is based on three key components that contribute to the accumulated value of a brand: el financial performance of branded products and services, andl Role of the brand in influencing consumer choice and lthe strength that the brand has to impose a price premium or ensure profits to the company.
This year’s measurement was made between July 1, 2021 and May 30, 2022 and leave insights clear about the changes made by large companies to generate positive or negative changes in their business schemes.
Now read:
Apple and Google have the highest brand value in Interbrand’s Best Global Brands
Best Global Green Brands, sustainability and consumer perception
The 50 most engaged and influential global brands on social media