Interbrand has announced its Best Global Brands for 2022 with Apple holding onto the number one position for the 10th consecutive year, while Microsoft has moved up into second place, overtaking Amazon.
According to this year’s ranking, Microsoft, Tesla, and Chanel saw the greatest YoY percentage growth, all increasing brand value by 32%, with Interbrand adding that “Despite Tesla’s continued growth, it could not replicate the 184% increase in brand value it saw in 2021.”
New appearances on this year’s list include Airbnb, Red Bull, and Chinese tech brand, Xiaomi, with Uber, Zoom, and John Deere, all falling out of the top 100.
Also of note, Instagram (#16) overtook Facebook (#17) as Meta’s most valuable brand on Interbrand’s annual ranking.
Interbrand said that the overall value of the table has continued to increase to US$3,088,930m—a 16% rise from 2021 (US$2,667,524m). The total brand value of the table is growing at a significant rate, this year seeing the largest rate of growth to date. The average brand value has reached over US$3 trillion for the first time ever.
Top 10
Technology brands continue to dominate the ranking, making up the top five brands in the table according to this year’s rankings.
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 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 average brand value has reached over US $30,000m for the first time ever.
“As we journey through this period of economic uncertainty, the most successful brands will continue to make ever stronger connections with consumers,” said Gonzalo Brujó, Global CEO of Interbrand.
“It is no longer enough to have a static business and brand offering. Successful brands know how to harness new technology to create improved experiences for consumers and become a truly integrated part of their lives.
Key Learnings
According to Interbrand, the fastest risers in 2022 (in terms of brand value % change, year-on-year) significantly outperformed the fasted falling brands on three Brand Strength factors – Direction, Agility, and Participation.
- Direction – these brands set a clear direction, 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.
The research covers the period between 1 June 2021 to 30 May 2022, analysis was undertaken between June and September 2022. For the complete Top 100 ranking and report with industry trends and the full methodology, visit www.bestglobalbrands.com.
