Interbrand has released its Best Global Brands ranking at Web Summit 2022. Apple has held onto the top spot for the tenth consecutive year while Microsoft has overtaken Amazon for second place.
To be clear, these rankings do not represent people’s favourite brands and bring in a range of factors including the financial performance, brand strength in purchasing decisions, loyalty, demand, profitability, and corporate and social responsibility. Google has held onto its fourth-place spot.
Samsung, Toyota, Coca-Cola, Mercedes-Benz, Disney, and Nike take fourth to tenth place, respectively.
Microsoft, Tesla and Chanel saw the greatest year-on-year percentage growth, all increasing brand value by 32 per cent. Despite Tesla’s continued growth, it could not replicate the 184 per cent increase in brand value it saw last year.
Airbnb, Red Bull, and Chinese tech brand, Xiaomi, are new entrants for 2022, with Uber, Zoom, and agricultural machinery manufacturer, John Deere, all fell out of the top 100.
Instagram has overtaken Facebook as Meta’s most valuable brand, while Nike has entered the top 10 for the first time, beating out McDonald’s.
“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,” said Gonzalo Brujó, Interbrand’s global CEO.
“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.
“These top ten 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.”
Chris Capossela, executive vice president and chief marketing officer of Microsoft, added: “At Microsoft, we believe that technology can help empower every person and every organization on the planet to achieve more. While we continue to help customers digitally transform and leverage our technology to do more with less, we’re excited to grow with our audiences beyond brand constraints as a truly valuable part of their lives.”
