Interbrand’s annual report identifies the strongest global brands that will continue to thrive despite looming economic uncertainty.
Microsoft leapfrogs Amazon to the #2 spot in 2022 / Credit: Adobe Stock
Brand consultancy Interbrand today released its ‘Best global brands’ list of 2022.
Out of the world’s top 100 brands, Apple retained its top spot after increasing 18% in year-over-year brand value to about $482 million. Meanwhile, Microsoft, with a $278 million valuation, took Amazon’s #2 ranking. Other notable placements include Nike entering the top 10 for the first time, edging out McDonald’s.
“At Microsoft, we believe that technology can help empower every person and every organization on the planet to achieve more,” Microsoft’s executive vice-president and chief marketing officer Chris Capossela said in a statement. “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.”
Interbrand’s valuation methodology relies on various pieces of analysis, including the role the brand plays in purchase decisions, its competitive strength and its ability to create loyalty and yield sustainable profit in the future. The research covers the period between June 1, 2021 and May 30, 2022, while analysis was undertaken between June and September 2022.
The top 10 global brands of 2022:
1. Apple
2. Microsoft
3. Amazon
4. Google
5. Samsung
6. Toyota
7. Coca-Cola
8. Mercedes-Benz
9. Disney
10. Nike
The total brand value of the top 10 brands exceeds the total brand value of the 90 other brands on the list.
While financial markets have shown significant swings over the last few years, the value of the world’s strongest brands have steadily increased driving customer choice, loyalty and margins.
“As we journey through this period of economic uncertainty, the most successful brands will continue to make ever stronger connections with consumers,” Interbrand’s global chief executive Gonzalo Brujó said in a statement. “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.”
