Apple has been named the top of Interbrand’s global brand list as it continues to expand its retail … [+]
Consumer electronics giant Apple has been named top in the Best Global Brands 2022 listing by Interbrand for the tenth consecutive year.
And technology-based retailers and the luxury sector dominated the top brands in the highly-anticipated annual power list of 100 global brands.
Microsoft has moved up into second place, overtaking online retail and streaming giant Amazon.
Luxury retailer Chanel was one of the companies to achieve the greatest year-on-year percentage growth, with its brand value up by 32%, and the luxury sector contributed 11 of the 100 brands, showing a resurgence in the power of the global labels.
No U.S. retailers feature in the top 100, although quick service food chains McDonald’s, KFC and Starbucks all make appearances within the power list.
With an 18% increase in brand value, Apple ($482,215m) remained at the top of the table.
It is followed by Microsoft ($278,288m), which has leapfrogged Amazon ($274,819m) to be number two in the rankings.
Google ($251,751m) held onto its number four spot.
The remainder of the top 10 companies are: Samsung, Toyota, Coca-Cola, Mercedes-Benz, Disney and Nike and the top 10 brands make up 53% of the total value of the entire table.
The power 100: Interbrand’s annual list of the biggest brands
For the first time ever in 2022, the average brand value of a Best Global Brand has reached over US$3 trillion. The overall value of the Top 100 brands has reached $3,088,930m, a 16% rise from 2021 ($2,667,524m, the fastest rate of brand value growth ever recorded.
In terms of retailers and restaurants, the other companies in the list are:
Chain retail: #28 IKEA #42 Adidas #47 Zara #57 H&M #100 Sephora
Luxury: #14 Louis Vuitton #22 Chanel #23 Hermes #30 Gucci #56 L’Oreal Paris #74 Cartier #77 Dior #88 Tiffany & Co #89 Prada #96 Burberry
Restaurants: #11 McDonald’s #51 Starbucks #94 KFC
Plus… #60 eBay #63 Lego
How The 100 Were Chosen
To be included in Best Global Brands, a brand must be global, and least 30% of revenue must come from outside of the brand’s home region.
The brand must have a significant presence in Asia, Europe, and North America, as well as geographic coverage in emerging markets and there must be sufficient publicly available data on the brand’s financial performance.
In addition, the brand’s ‘Brand Strength Score’ must be equal to 50 or above.
“What this year’s BGB demonstrates is that genuine Brand Leadership – and with that genuine brand value – is forged through an unending commitment to understanding their customers and integrating with their lives, wants and needs,” says Emma Ellis, managing director of Interbrand London.
“What customers now need more than ever is the ability to trust the actions of the brands they engage with, both in terms of what they say and do. Brands that lead with empathy at the forefront of what they do and how they do it, are the ones that will forge greater connections and benefit from stronger affinity, and this is reflected in this year’s Interbrand Best Global Brands rankings.”
