Apple maintains the top spot in the Top 100 Brands Ranking exceeding $3 Trillion – a 16% increase from 2021.
Interbrand today announced the Best Global Brands 2022 ranking during Web Summit 2022. Apple retains the number one spot for its 10th consecutive season, while Microsoft moved up to second, surpassing Amazon.
The greatest YoY percentage growth has been seen in Microsoft, Tesla, and Chanel, with all three brands increasing their brand value by 32%.
Despite Tesla’s continued growth, it couldn’t replicate the 184% increase it saw in brand value in 2021.
With an 18% increase in brand value, Apple (US$482,215m) has remained at the top of the table. It is followed by Microsoft (US$278,288m), which has leapfrogged Amazon (US$274,819m) to be number two in the rankings. Google (US$251,751m) has held onto its number four spot.
The remainder of the top 10 companies is 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 total value of the table is 53% for the top 10 brands.
For the first time, the average brand value has surpassed US$3 trillion. This is a 16% increase from 2021 (US$2,667 5,524m).
The 16% increase in brand value in the table demonstrates how important a company’s brand is in driving economic success. Despite significant swings in financial markets over the past few years, the brand value of the top brands around the world has steadily increased, driving customer choice, loyalty, and margins.
Chris Capossela is the executive vice president and chief market officer at Microsoft. He stated: “At Microsoft, we believe technology can help empower everyone and every organization to achieve more. We continue to support customers in digital transformation and leverage our technology to achieve more with less. However, we are excited to expand our relationships with our audience beyond brand limitations as a truly valuable part of their lives.
Gonzalo Brujo is Interbrand’s Global CEO. He stated that “as we travel through this period of economic uncertainty the most successful brands continue to make stronger connections with customers. It’s no longer enough to be a static brand and business. Successful brands understand how to use new technology to improve the experience for customers and make it a part of their daily lives.
These top 10 brands are breaking all the rules. They have strong relationships with customers that allow them to expand the brand’s equity beyond traditional product lines, sectors, or silos. They are leaders, who empower and promote change. And with that comes great value.
Ashish Mishra CEO, of Interbrand India & South Asia, sees a strong pattern and a lesson in the Best Global Brands Report. “Continually evolving while having a clear direction while being agile is the new competency that local Brands and Businesses must master. The new strategic imperative is to continue participating in Brands’ interactions with external and internal stakeholders.
This can have implications for organizational structures, intelligence systems, and cultures. In recent years, we are witnessing a growing interest in and appreciation for these Brand-led transformations.”
