The consulting firm Kantar published its list of the 100 most valuable brands of 2022, after analyzing more than 18,000 companies in 50 different markets. Big Tech companies lead the ranking, with Apple in first place with a value of $947 billion, very close to the trillion dollar mark. Google is next ($819.6 billion) followed by Amazon ($705.6 billion). Microsoft ranked fourth, with a value of $611.5 billion.
All brands focus on intensive market research and boost their marketing to achieve a distinction that will increase consumer loyalty. In the case of Apple, products such as the iPhone, the iPod, or, more recently, the Apple Watch or Apple TV, not to mention its extensive catalog of hardware and software services, helped it to achieve a recognized brand differentiation compared to its immediate competitors.
Looking at another scale, Cartier grew the most in percentage terms compared to 2021, with a notable increase in brand value of 88%. The luxury watch and jewelry manufacturer was followed by YouTube, at 83%, and Google, at 79%. Louis Vuitton increased in brand value by 64%, which put it in tenth place on the ranking, making it the first luxury firm to be among the ten most valuable brands and reflecting the growth of the luxury sector.
The technology sector dominates the ranking
Compared to 2021, the total amount of value of the 100 brands included in the ranking increased by 23%, reaching 8.7 trillion dollars. “Media and entertainment,” “business solutions and technology providers" and "retail" categories account for more than half of the total value of the ranking.
The fact that Apple, Google, Amazon, and Microsoft top the first four places on Kantar's list shows that technology dominates the rest of the sectors. The value of the technology market increased by 46%, followed by luxury brands, whose value grew by 45%. After technology and fashion were automotive (up 64%), banking (+30%), fast food (+18%), and personal care (+17%).