Microsoft overtakes Amazon in Interbrand’s Top Global Brands 2022 report
– Apple retains top spot as Top 100 Brands ranking tops more than $3 trillion for the first time – a 16% increase since 2021
-Airbnb (#54), Red Bull (#64) and Xiaomi (#84) are the new entrants for 2022
– Microsoft (#2), Tesla (#12) and Chanel (#22) see the strongest year-over-year growth
– Nike (#10) enters the top 10 for the first time, overtaking McDonald’s (#11)
– Instagram (#16) overtakes Facebook (#17) as Meta’s most valuable brand
– The top 10 brands represent 53% of the total value of the table
– Quantitative environmental, societal and governance (ESG) data integrated for the first time in the Best Global Brands methodology
NEW YORK, November 4, 2022 /PRNewswire/ — Interbrand today announced its Best Global Brands 2022 ranking at Web Summit 2022. Apple retained the top spot for the 10th consecutive year, while Microsoft moved up to second place, overtaking Amazon.
Microsoft, Tesla and Chanel saw the strongest year-over-year percentage growth, all increasing brand value by 32%.
Despite Tesla’s continued growth, it hasn’t been able to replicate the 184% increase in brand value it experienced in 2021.
With an 18% increase in brand value, Apple ($482,215 million) remained at the top of the rankings. It is followed by Microsoft ($278,288 million), which overtook Amazon ($274,819 million) to be number two in the standings. Google ($251,751 million) held on to fourth place.
The other companies in the top 10 are: Samsung #5 ($87,689 million), Toyota #6 ($59,757 million), Coke #7 ($57,535 million), Mercedes #8 ($56,103 million), Disney #9 ($50,325 million) and Nike #10 (US$50,289 million) for the first time.
The top 10 brands represent 53% of the total value of the entire table.
Average brand value exceeded 3 trillion US dollars for the first time ever – a 16% increase from 2021 (US$2,667,524 million).
A 16% increase in the overall brand value of the chart demonstrates the growing contribution of a company’s brand to its economic success. As financial markets have seen significant swings in recent years, the value of the world’s strongest brands has steadily increased, driving customer choice, loyalty and margins.
The fastest risers in 2022 (in terms of % change in brand value, year-over-year) significantly outperformed the fastest-falling brands out of three Brand strength factors – Direction, Agility and Participation.
Direction – these marks set a clear direction, ensuring that the whole organization knows where it is going and is working towards the same ambition.
Agility – having done this, they act quickly, bringing new products and services to market and, if necessary, orienting themselves to meet changing customer needs.
Engagement – ultimately taking people on a journey with them and getting them in on the move to create an engaging brand world.
Chris CaposselaMicrosoft’s Executive Vice President and Chief Marketing Officer said: “At Microsoft, we believe technology can help every person and every organization on the planet achieve more. As we continue to help our clients digitally transform and leverage our technology to do more with less, we are excited to grow with our audiences beyond the constraints of the brand as a truly valuable part of their lives. . »
Gonzalo Brujó, Global CEO of Interbrand, said: “As we navigate this period of economic uncertainty, the most successful brands will continue to build stronger and stronger connections with consumers. It is no longer enough to have a static commercial and brand offer. The brands that succeed know how to harness new technologies to create better consumer experiences and become part of their lives.
“These top 10 brands defy the rules. They build exceptionally strong relationships with their customers, allowing them to expand their brand equity beyond traditional products, sectors or silos. it comes from value.”
For the full Top 100 ranking and report with industry trends and complete methodology, visit www.bestglobalbrands.com.
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SOURCE Inter-brand group