Apple is once again the most valuable brand in the world

Apple is once again the most valuable brand in the world

The firm regains the first position in the ranking of the 100 most valuable companies on the planet prepared by Kantar. Amazon, the last leader of the list, falls to the third position ahead of Google. At a time of global uncertainty, the value of the world’s 100 most valuable brands has increased by 23%. Louis Vuitton is the first European brand that manages to appear since 2010 among the 10 most valuable brands in the world. It is precisely the technology and luxury brands that have grown the most in the last year, with growth of over 40%

According to the Kantar BrandZ Most Valuable Global Brands 2022 ranking, Apple is once again at the top of the ranking of the world’s most valuable brands and is on track to become the first brand to reach $1 trillion. With a brand value of $947.1 billion, Apple stands out for its high degree of differentiation and continued diversification in its portfolio of hardware, software and services.

For its part, Google rises to second place and is one of the fastest rising brands in the ranking, increasing the value of its brand by 79% to reach 819.6 billion dollars. Google’s suite of work and productivity apps has made it an essential part of consumers’ lives around the world.

Third place is occupied by Amazon, which has led the list in recent editions but falls after seeing its brand value grow by only 3% year-on-year.

The combined value of the world’s 100 most valuable brands has increased 23% to $8.7 trillion over the past year, highlighting the importance of brand strength in navigating an unstable global economy.

In line with this, thirty-seven brands of the 100 that appear in the ranking improved their position this year and more than three quarters of the value of the ranking comes from American companies, which last year already represented 74% of the total value of the Top100.

Trends

The Media and Entertainment, ICT Business Solutions and Retail categories represent more than half of the total value of the Top 100 ranking. Microsoft, Zara and IBM lead the new Kantar Sustainability BrandZ index, which shows that sustainability already represents 3% of the value of the brand, with expectations that it will increase. For its part, Tesla is one of the biggest success stories of this year, with growth that takes it from position 47 to 29, reflecting the global trend of electric vehicle sales.

Louis Vuitton (#10; $124.3 billion) is the first luxury brand to break into the Global Top 10 reflecting the growth of the luxury market worldwide and in China in particular. Louis Vuitton experienced a 64% growth in brand value this year and is the first European brand to break into the global Top 10 since 2010.

Zara maintains the position of last year (number 83 in the ranking) and achieves a remarkable growth of 19%, reaching 25,400 million dollars. It continues to be the only Spanish brand present in the Kantar Top100 ranking.

Newcomers in the 2022 ranking come from a variety of categories. Aramco, one of the world’s largest integrated energy and chemical companies, debuts at the top at No. 16. India’s IT consulting and services firm Infosys came in at No. 64; For its part, Mercado Libre, the largest online payment and commerce ecosystem in Latin America, entered the 71st position.

Chinese brands remain strong, despite facing unique pandemic challenges, with two brands appearing in the global Top 10: Tencent in position 5 and Alibaba in position 9. China is also the only market to rival US dominance. in the media and entertainment category with WeChat at #5 and TikTok at #9.

Regarding growth by category, Technology and Luxury brands grew the most: 46% for Consumer Technology and 45% for Luxury. The banking (+30%) and Automotive (+34%) brands have also had notable growth, while Fashion has grown by 20% and Personal Care by 17%.

“Strong brand affinity supports consumer purchase intent and has never been more important to organizations than it is now, at a time when they are facing a continual rise in inflation,” explains Ricardo Pérez, Head of Brand Guidance. in the Insights division of Kantar Spain. “This year’s results show us the value of continued investment in branding and all marketing activity, as a means of maximizing business returns, regardless of market conditions.”

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