Aramco is an energy and chemicals company and is the highest newcomer in the Kantar BrandZ Most Valuable Global Brands 2022 ranking, with a value of more than USD 99 billion. Following its IPO in 2019, Aramco instantly became one of the world’s largest publicly traded companies by market capitalisation.
Apple sits on top of the Kantar BrandZ Most Valuable Global Brands 2022 ranking and is on track to become the first trillion-dollar brand. With a brand value of USD 947.1 billion, Apple stands out for its high degree of differentiation and continued diversification across its hardware, software and services portfolio. Google moves up to second place and is one of the fastest risers in the ranking, increasing its brand value by 79% to USD 819.6 billion. Google’s work and productivity apps have made it an essential part of consumers’ lives worldwide.
The combined value of the world’s Top 100 most valuable brands has increased by 23% to USD 8.7 trillion over the past year, highlighting the importance of brand strength in navigating an unsettled global economy. This year, brands needed to exceed a total brand valuation of USD 21,219 million to earn the title of one of the world’s biggest brands – a threshold that’s increased more than fourfold since the list’s debut in 2006.
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.
“The top 100 brands added another 1.3 trillion dollars of brand value this year, greater than the combined GDP of Saudi Arabia and UAE! We have seen the strongest growth in consumer tech and luxury brands, as these highly meaningful and strongly differentiated brands gained momentum. We are also seeing that brands growing in value are creating more connections, whether it’s by connecting to more people by amplifying their meaningful difference and reaching greater audiences; or by connecting to new markets and categories and driving conversations around broader issues impacting the people,” comments Amol Ghate, Managing Director, Middle East, North Africa and Pakistan, for Kantar’s Insights Division.
Technology and Luxury brands grew the fastest; 46% for Consumer Technology and 45% for Luxury. Bank and Automotive brands also demonstrated impressive growth; Automotive by 34% and Banks by +30%. This compares to growth across sectors such as Apparel (20%) and Personal Care (17%). At a category level, Wells Fargo was the only new No.1 brand, moving from second to first place in the Banking category and replacing China’s ICBC.
“‘Strong brand affinity underpins a customer’s willingness to pay and has never been more important for organisations looking to offset spiking inflation,” explains Martin Guerrieria, Head of Kantar BrandZ. “This year’s results show us the value of the continued investment in brand and marketing capabilities, as a means of maximising business returns, irrespective of market conditions.”