Apple beats Amazon and Google to reclaim the title of world’s most valuable brand

Apple edged out Google and Amazon to be crowned the most valuable brand of 2022, according to Kantar’s BrandZ 2022 Top 100 ranking.

The tech giant, which last topped the rankings in 2015, has a brand value of $947 billion, a 55% increase from last year, meaning it is “on track” to become the first billionaire brand in the world.

Last year’s number one Amazon fell to third place after enjoying a modest 3% rise to £706bn. As Google jumps to second place with brand value of $820 billion, up 79% from 2021.

BrandZ’s global head of research, Martin Guerrieria, told Marketing Week that there has been a “higher rate of growth” across all categories this year, but particularly in consumer tech, which has increased. by 172% over the last three years. Meanwhile, enterprise solutions grew 113%, media and entertainment grew 106%, and luxury jumped 103%.

The BrandZ 2022 Top 10 Most Valuable Brands.

Brands that focus on multiple categories tend to have a faster growth rate than single-category brands, adds Guerrieria. “Apple is a great example of a brand that has successfully diversified into a range of categories within its product portfolio,” he said. “It’s definitely a path to growth.”

Although it was usurped from the top spot, Amazon had a “good year,” Guerrieria insists, in part because it had a “very, very good year last year” driven by the pandemic.

Elsewhere in the top 10, Microsoft takes fourth place with a brand value of $611 billion (up 49% from 2021), Tencent takes fifth place ($214 billion, down 11%) and McDonald’s comes in sixth with a value of $197 billion (up 27%).

Next is Visa in seventh place with a brand value of $191 billion, but a growth rate of 0%, followed by Facebook in eighth place ($186 billion, down 18%) and Alibaba in ninth with a growth rate of 0%. value of $170 billion (down 14%) .

The only new entry into the global top 10 is Louis Vuitton, which knocks Mastercard out of 10th place. The luxury brand saw its value increase by 64% to $124 billion, meaning it moved up 11 places in the ranking.

Collectively, the top 100 luxury brands are up 23% this year, with strong relationships in China fueling the rise.

new entries

Airbnb breaks into the top 100 for the first time with 99e with a brand value of $21 billion.

Other newcomers include Saudi oil company Saudi Aramco, which enters the top 100 at 16, with a value of £99 billion, Indian commercial technology company Infosys (64th), Argentinian online retailer Mercado Libre (71st), the Chinese video-sharing application Kuaishou (82nd). ) and the Dutch payment company Adyen (96th).

New BrandZ 2022 entries from Kantar.

TikTok had a great year in 2021, growing its brand value by 150%, making it the second fastest riser behind Tesla, which grew 200% last year. But this year, the value of the TikTok brand has not moved. It still has a brand value of $43 billion, but given that others have seen growth, it drops from 45th to 53rd in the rankings.

Meanwhile, Tesla has risen 78% to £76bn, moving it from 47th to 29th in the rankings. This growth means Tesla is also more valuable than Netflix, which rose 3% but jumped from 24th to 30th place in the top 100.

The average brand value growth for the top 100 from 2019 to 2022 is 61%.

“If we look at the growth story this year, most of the growth is coming from the United States and Europe,” Guerrieria says, citing the slowing Chinese economy as one of the reasons why. it “wasn’t as successful” as previous years.

The United States leads with a majority of the top 100 brands, followed by China, then Europe and the rest of the world.

Vodafone is again the only UK representation on the global list at 65 (up 12% to $33bn), in a year when Guerrieria says the telecoms industry has seen “low growth”, and therefore that of Vodafone is “very positive”.

Kantar’s BrandZ valuation process takes the financial value created by a brand in US dollars and multiplies it by the brand’s contribution. The result is brand value – the dollar amount a brand contributes to a company’s overall value. Isolating and measuring this intangible asset reveals an additional source of shareholder value that would not otherwise exist.

This brand contribution is derived from consumer research that quantifies how much of the volume people buy and how much of the price premium people pay can be attributed to brand equity, linking what people think about what theyre doing.

This year’s analysis covers 19,250 brands, 4.1 million consumers, 522 categories, 51 markets and 5.4 billion data points.

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