Apple is the world’s most valuable brand, growing 55% to $US947.1 billion, according to Kantar's annual BrandZ most valuable global brands 2022 study.
Kantar says Apple is on track to become the first trillion-dollar brand.
Apple, even with supply constraints, booked record revenue in 2021 on the strength of both its products and services, with 1.8 billion active devices worldwide.
On the software side, at the end of 2021 Apple reported 785 million paying subscribers for its entertainment, cloud and app services, with Apple TV+ becoming the first streaming service studio to win a Best Picture Oscar for its film CODA.
The BrandZ study combines the most recent financial performance data with 4 million consumer research interviews covering 19,250 brands across 522 categories in 51 markets to rank every major brand in the world.
Analyst teams then combine those inputs with a financial model of the business to determine the brand’s ability to generate value - utilising both market and consumer value.
The total value of the 2022 Kantar BrandZ Top 100 Most Valuable Global Brands has grown by 23% to reach almost $8.7 trillion.
The 10 most valuable global brands 2022
- Apple - $947,062M brand value
- Google - $819,573M
- Amazon - $705,646M
- Microsoft - $611,460M
- Tencent - $214,023M
- McDonald's - $196,526M
- Visa - $191,032M
- Facebook - $186,421M
- Alibaba - $169,966M
- Louis Vuitton - $124,273M
Tesla is one of this year’s biggest success stories shifting to No.29 from No.47 mirroring the worldwide sales trend of electric vehicles more than doubling in 2021.
Louis Vuitton (No.10; $124.3bn) 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 experienced 64% growth in brand value this year and is the first European brand to reach the global Top 10 since 2010.
Newcomers in 2022’s ranking emerge from a range of categories. Aramco, one of the world’s largest integrated energy and chemicals companies debuted highest at No.16. India’s IT services and consultancy Infosys arrived at No.64. Latin America’s largest online commerce and payments ecosystem, Mercado Libre entered at No.71.
Chinese brands hold strong, despite facing unique pandemic challenges, placing twice in the global Top 10 with Tencent at No.5 and Alibaba at No.9. China is also the only market rivalling the USA’s dominance in the Media & Entertainment category with WeChat at No.5 and TikTok at No.9.
Google moves up to second place and is one of the fastest risers in the ranking, increasing its brand value by 79% to $819.6bn.
Luxury brands have performed exceptionally well, with Cartier, the fastest-rising brand across all categories, growing its value by 88% to $10bn.
Other brands doubling their brand value over the past year include: YouTube (No.24, $86bn), Google (No.2, $819bn), Tesla (No.29, $75bn) and Hermès (No.27, $80bn).
Category leaders:
Alcohol - Moutai - $103,380M brand value
Apparel - Nike - $109,601M
Banks - Wells Fargo - $43,052M
Business Solutions and Technology Providers - Microsoft - $611,460M
Cars - Tesla - $75,933M
Consumer Technology - Apple - $947,062M
Fast Food - McDonald's - $196,526M
Food and Beverages - Coca-Cola - $89,985M
Luxury - Louis Vuitton - $124,273M
Media and Entertainment - Google - $766,779M
Personal Care - L'Oréal Paris - $47,480M
Retail - Amazon - $281,695M
Telecom Providers - Verizon - $101,962M
In Retail, the value of Amazon includes its retail businesses only. In Media & Entertainment, Google includes Google branded services and products, excluding Google Cloud.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.