Apple reclaims its leadership as the world’s most valuable brand

The suite of Google apps for work and productivity has made Google an essential part of the lives of consumers around the world.

The combined value of the world’s top 100 most valuable brands increased by 23% in the past year to reach $8.7 trillion. Al-Kontar says this highlights the importance of a strong brand when dealing with an uncertain global economy.

The report is available upon request and can be found here.

Thirty-seven brands have improved their position this year. By 2022, more than three-quarters of all trademark equity will come from US companies. The media, entertainment, business solutions, technology providers, and retail categories account for more than half of the total value of the Top 100 rankings.


Kantar BrandZ lists some of the key trends highlighted in the study:

  • Microsoft, Zara and IBM lead the way in the new Kantar Sustainability BrandZ Index, which shows sustainability already makes up 3% of brand value and is expected to increase. Dutch brands with a highly sustainable BrandZ index, for example, ASN Bank, PostNL and
  • Tesla is one of the biggest success stories this year as it rose from 47th to 29th place in the ranking. This reflects the trend of global sales of electric vehicles, which have doubled by 2021.
  • Louis Vuitton (No. 10) is the first luxury brand to reach the global top 10, reflecting the growth of the luxury market worldwide and in China in particular. Louis Vuitton has seen 64% growth in brand ownership this year, becoming the first European brand to reach the global top 10 since 2010.
  • The newcomers to the 2022 ranking come from different categories. Aramco, one of the world’s largest integrated energy and chemical companies, is the top-ranked newcomer at number 16. Indian IT services and consultancy firm Infosys is at number 64. Dutch company Adyen is the newcomer with a brand value of $21,757 million. 96 inches.
  • Chinese brands maintain their strength despite challenges related to the pandemic, ranking twice in the global top 10 with Tencent at 5 and Alibaba at 9. China is also the only market that maintains US dominance in the Media & Entertainment category. , with WeChat at 5th and TikTok at 9th.

Consumer technology and luxury brands are among the fastest growing categories

Technology and luxury brands grew the fastest; 46% growth for consumer technology and 45% for luxury brands. The banking and auto brands also showed impressive growth; The car category increased by 34% and the banking category by 30%. This compares with growth in categories such as clothing (20%) and personal care (17%). We see Heineken as the only Dutch brand in this ranking per category; In third place in the category of alcoholic beverages.

*In retail, Amazon value includes retail business only; In media and entertainment, Google’s value includes Google’s brand services and products, and Google Cloud services are not included.

“Strong brand affinity underpins consumers’ willingness to pay and has never been more important for companies seeking to mitigate rising inflation,” said Martin Guerrieria, President of Kantar BrandZ. “This year’s results show us the value and importance of continued investment in branding and marketing capabilities as a means of maximizing returns, regardless of market conditions.”

Some additional conclusions that Al-Kontar links to this year’s branding achievement:

  • The pandemic has accelerated the growth of e-commerce in the retail sector, enabling brands with strong consumer relationships to sustain their growth both online and offline.
  • Portfolio brands that continue to innovate and diversify their offerings continue to grow, particularly in the likes of Apple, Google, and Amazon, as their services include technology, entertainment, and payment services. Brands based on a single category or market have the highest level of risk, while brands that diversified their offering into multiple categories and markets have shown faster brand equity growth in 2022 and are likely to experience above-average growth.
  • To succeed in a turbulent market, brands need to create trust in order to achieve stability and security. More than in the past, today’s brands need to build trust based on societal performance, not just product performance. This can be a social purpose integrated throughout the organisation. Nike is a great example of its ongoing commitment to inspiring everyone and innovating for everyone, especially girls and minorities and not just elite athletes.

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