Technology brands dominate in Interbrand’s 2022 Best Global Brands Report
Retaining its position as the number one global brand for a 10th consecutive year, Apple’s brand value exceeds second placed Microsoft by over $200bn. The overall value of the Top 100 brands now exceeds $3tn for the first time in its history.
Interbrand’s Best Global Brands Report seeks to highlight businesses that have grown and maintained financial value through innovation and robust reputation management. For the first time, this year’s report takes quantitative environmental, societal and governance (ESG) data into account in its methodology.
The report notes that its top 10 brands represent the formation of a ‘super league’; a group of brands so valuable that they are almost becoming impossible for competitor brands to topple. A common theme amongst those brands is strong growth (barring Coca-Cola), while many brands outside the top 10, like Intel, Facebook and H&M, have seen stagnant growth and even decline.
Gonzalo Brujó, global CEO of Interbrand, says, “These top 10 brands defy the rules. They build exceptionally strong relationships with their customers, which allows them to extend the equity of their brand beyond traditional products, sectors or silos. They stand out in terms of leadership, empowerment and change—and with that comes value.”
Elsewhere, Microsoft, Tesla and Chanel saw the greatest year-on-year percentage growth. Though Tesla was not able to replicate its remarkable 184% rise in brand value seen in 2021, it did jump up two places from 14th to 12th. New entrants to the report included Airbnb, Red Bull and Xiaomi knock Uber, Zoom and John Deere out of the top 100.
Brujó adds, “As we journey through this period of economic uncertainty, the most successful brands will continue to make ever stronger connections with consumers. It is no longer enough to have a static business and brand offering. Successful brands know how to harness new technology to create improved experiences for consumers and become a truly integrated part of their lives.
“Our 100 Best Global Brands have burst through the $3 trillion mark for the first time, but there is still room for further growth from both the top 10 and new entrants alike.”