Over the years, we have written several times about Kantar’s annual global brand ratings. Let us now turn to the latest report. Brand Z Global Ratings 2022.
From Kantar: BrandZ Global Ratings 2022
The combined value of the world’s Top 100 most valuable brands increased by 23% to $8.7 trillion over the past year. Highlighting the importance of brand strength in navigating an unsettled global economy.
Thirty-seven brands improved their ranking this year. In 2022, over three quarters of brand value originated from US companies. Media & Entertainment, Business Solutions & Technology Providers, and Retail categories account for over half of the total value of the Top 100 ranking.
Apple sits on top of the Kantar BrandZ Most Valuable Global Brands 2022 ranking. And it is on track to become the first trillion-dollar brand. With a brand value of $947.1bn, Apple stands out for its high degree of differentiation. As well as continued diversification across its hardware, software and services portfolio. Google moves up to second place. Because it is one of the fastest risers in the ranking. Increasing its brand value by 79% to $819.6bn. Google’s suite of work and productivity apps have made it an essential part of consumers’ lives worldwide.
Portfolio brands that continue to innovate and diversify their offer continue to grow. Apple is the world’s number one most valuable brand, growing 55% to US$947bn, followed by Google (No.2; $820bn; +78%). Luxury brands 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). 11 new entrants joined the 2022 Global Top 100 ranking, led by Aramco (No.16), Infosys (No.64), Mercado Libre (No.71), and Kuaishou (No.82).
These infographics highlight the results of the BrandZ Global Ratings 2022.