Technology brands continue to dominate an annual ranking of the world’s top 100 brands, making up the top five brands in the study.
For the tenth consecutive year, Apple took the top spot in Interbrand’s Best Global Brands 2022 report, followed by Microsoft, Google and Samsung. The average age of the top five brands is just 39.6 years vs an average of 110 years across all 100 brands. (See list of top 25 brands at end of article.)
With an 18% increase in brand value, Apple ($482. 2 billion) easily kept its spot at the top of the table. Microsoft, with a value of $278.2 billion, leapfrogged Amazon $274.8 billion to take the No. 2. spot.
In 2022, for the first time ever, the total brand value of the Best Global Brands has reached over $3 trillion, up 16% from last year.
“A 16% increase in the table's overall brand value demonstrates the growing contribution a company's brand has in driving its economic success,” Interbrand stated. “While financial markets have shown significant swings over the last few years, the value of the world's strongest brands have steadily increased driving customer choice, loyalty and margins.”
Interbrand determines brand value according to three key components: the financial performance of the brand’s products or service; the role the brand plays in purchase decisions; and the brand’s competitive strength and its ability to create loyalty and, therefore, sustainable demand and profit into the future. The research covers the period between June 1 2021 to 30 May 30 2022.
“What this year’s BGB demonstrates is that genuine brand leadership — and with that genuine brand value - is forged through an unending commitment to understanding their customers and integrating with their lives, wants and needs,” said Emma Ellis, managing director of Interbrand London. “Brands that lead with empathy at the forefront of what they do and how they do it, are the ones that will forge greater connections and benefit from stronger affinity, and this is reflected in this year’s Interbrand Best Global Brands rankings.”
Other highlights from the Interbrand report are below.
•France’s legacy fashion brands made a strong showing, with Chanel, Hermes and Louis Vuitton all in the top 25. Apart from Nike, no U.S. apparel brands made the list.
•Microsoft, Tesla and Chanel have seen the greatest 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.
•Instagram (#16) has overtaken Facebook (#17) as Meta’s most valuable brand
•The new entrants for 2022 are Airbnb, Red Bull and Chinese tech brand Xiaomi.
The top 25 best brands are:
For the complete Top 100 ranking and report with comprehensive analysis of growth, sector, and industry trends and the full methodology, www.bestglobalbrands.com.