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November 4, 2022
Interbrand announces 2022 Best Global Brands
Apple retains the top spot as the Top 100 Brands ranking exceeds more than $3 trillion for the first time - a 16% increase since 2021
Airbnb (#54), Red Bull (#64), and Xiaomi (#84) are new entrants for 2022
Microsoft (#2), Tesla (#12), and Chanel (#22) see the most remarkable YoY growth
Nike (#10) enters the top 10 for the first time, edging out McDonald’s (#11)
Instagram (#16) overtakes Facebook (#17) as Meta’s most valuable brand
Top 10 brands make up 53% of the total value of the table
Quantitative Environmental, Societal, and Governance (ESG) data incorporated into the Best Global Brands methodology for the first time
Photo: Interbrand’s Best Global Brands 2022.
NEW YORK, Nov. 3, 2022 — Interbrand has announced its Best Global Brands 2022 ranking at Web Summit 2022. Apple holds the number one position for its 10th consecutive year, while Microsoft has moved to second place, overtaking Amazon.
Microsoft, Tesla, and Chanel have seen the most remarkable YoY percentage growth, all increasing brand value by 32%.
Despite Tesla’s continued growth, it could not replicate the 184% increase in brand value it saw in 2021.
• Top 10
With an 18% increase in brand value, Apple (US$482,215m) has remained at the top of the table. Microsoft (US$278,288m) follows it, which has leapfrogged Amazon (US$274,819m) as number two in the rankings. Google (US$251,751m) has held onto its number four spot.
The remainder of the top 10 companies are Samsung #5 (US$87,689m), Toyota #6 (US$59,757m), Coca-Cola #7 (US$57,535m), Mercedes-Benz #8 (US$56,103m), Disney #9 (US$50,325m) and Nike #10 (US$50,289m) for the first time.
The top 10 brands make up 53% of the total value of the entire table.
• Table Value
The average brand value has reached over US$3 trillion for the first time - a 16% rise from 2021 (US$2,667,524m).
A 16% increase in the table’s overall brand value demonstrates the growing contribution a company’s brand has in driving its economic success. While financial markets have shown significant swings over the last few years, the value of the world’s strongest brands has steadily increased, driving customer choice, loyalty, and margins.
• Key Learnings
The fastest risers in 2022 (in terms of brand value % change, year-on-year) significantly outperformed the fastest-falling brands on three Brand Strength factors - Direction, Agility, and Participation.
Direction - these brands set a clear path, ensuring that the entire organization knows where they are going and are working towards the same ambition.
Agility - having done this, they move fast, bringing new products and services to market and, where necessary, pivoting to address changing customer needs.
Participation - ultimately, bringing people on a journey with them and making them part of the movement to create an engaging brand world.
Chris Capossela, Executive Vice President and Chief Marketing Officer of Microsoft, said: “At Microsoft, we believe that technology can help empower every person and every organization on the planet to achieve more. So while we continue to help customers digitally transform and leverage our technology to do more with less, we’re excited to grow with our audiences beyond brand constraints as a precious part of their lives.”
Gonzalo Brujó, Global CEO of Interbrand, said: “As we journey through this period of economic uncertainty, the most successful brands will continue to make ever stronger connections with consumers. It is no longer enough to have a static business and brand offering. Successful brands know how to harness new technology to create improved consumer experiences and become a truly integrated part of their lives.”
“These top 10 brands defy the rules. They build solid relationships with their customers, allowing them to extend their brand’s equity beyond traditional products, sectors, or silos. They stand out in terms of leadership, empowerment, and change—and with that comes value,” Interbrand CEO remarked.
Source: Interbrand
|GlobalGiants.Com|
Edited & Posted by the Editor | 8:19 AM | Link to this Post
