The total value of the 2022 Kantar BrandZ Top 100 Most Valuable Global Brands has grown by 23% to reach almost $8.7 trillion. This growth is reassuring, considering the backdrop of high inflation and an unpredictable global economy.
Portfolio brands that continue to innovate and diversify their offer continue to grow. Apple is the world’s number one most valuable brand, growing 55% to US$947bn, followed by Google (No.2; $820bn; +78%).
Luxury brands have performed exceptionally well, with Cartier, the fastest-rising brand across all categories, growing its value by 88% to $10bn. Other brands doubling their brand value over the past year include: YouTube (No.24, $86bn), Google (No.2, $819bn), Tesla (No.29, $75bn) and Hermès (No.27, $80bn).
11 new entrants joined the 2022 Global Top 100 ranking, led by Aramco (No.16), Infosys (No.64), Mercado Libre (No.71) and Kuaishou (No.82).
At a time of global economic unrest, the most valuable brands of the world are working hard to maintain a strong and powerful connection with consumers.
View a summary of the global ranking: the Top 100 brands, fastest risers, newcomers and category performance.
Watch Kantar experts share extensive analysis on the growth trends and brand-building successes of 2022’s most valuable global brands. This year has a special focus on what sustainability means for consumers and brands, with unique insights from brand builders across regions.
Watch the full programme:
- Brand Value Success Stories, Amandine Bavent, Global Valuations Director, Kantar BrandZ
- Connecting Marketing to Brand Value, Martin Guerrieria, Head of Kantar BrandZ
- Connecting Brands to Consumers, Graham Staplehurst, Global Thought Leader, Kantar BrandZ and Mary Kyriakidi, Global Thought Leader, Kantar
- Connecting Brands to a Sustainable World, Jonathan Hall , Managing Partner, Sustainable Transformation Practice, Kantar
- Kantar Regional Perspectives: North America, Europe and Asia
Insights from Brand Builders
Global leaders from the world’s most valuable brands explain what it takes to build a strong brand and how their businesses are using marketing to their advantage.
Adam Crozier, Chair, BT, Whitbread and Kantar
Ding Xiongjun, Chairman, Moutai Group
James Thompson, Chief Commercial Officer, Heineken
Mary DePaoli, EVP & Chief Marketing Officer, Royal Bank of Canada
Stephan Gans, Chief Consumer Insights & Analytics Officer, PepsiCo
Zhou Yunjie, Chairman of the Board and CEO, Haier Group
2022 shows a year of incredible growth across categories with new brands bursting through the disruption. Take a closer look at the Top 100 most valuable brands.
The total value of the 2021 Kantar BrandZ Top 100 Most Valuable Global Brands has grown by 42%, to reach record-setting new heights of over $7 trillion. The accelerated growth of the world’s most valuable brands reflects an impressive rebound from the economic toll of the global pandemic.
Amazon maintained its position as the world’s most valuable brand, growing 64% to US$684bn. Having first entered the ranking in 2006, Amazon’s brand value grew by almost $268bn this year. It became the first half-a-trillion-dollar brand, alongside Apple, at number 2, valued at $612bn.
At number 47, Tesla is the fastest growing brand and it has become the most valuable car brand, growing its value by 275% to $43bn. It has more than doubled its value, alongside Chinese brands: Moutai (no.11, $109bn), Meituan (no.34, $52bn), TikTok (no.45, $44bn) and Pinduoduo (no.81, $22bn).
13 new entrants joined the 2021 global ranking, including Nvidia (no.12, $105bn), Zoom (no.52, $37bn), AMD (no.57, $33bn) and Spotify (no.99, $19bn).
The Kantar BrandZ Top 100 Most Valuable Global Brands 2020 have increased their total brand value by 6 percent, adding $277 billion over the past year to reach $5 trillion in total value.
The global pandemic has impacted brands regardless of size or geography, but brands with a point of difference, through creativity and innovation have proven their resilience, and are set to find growth faster during recovery.
Amazon is the world's most valuable brand, growing 32% to US$415.9bn and accounting for a third of the Kantar BrandZ Top 100's total growth. The retail sector has grown the fastest by 21% in brand value, driven by major ecommerce players.
Technology brands continue to dominate the top of the ranking, growing overall by 10%. Over half of media and entertainment brands appeared in the top 20 risers. TikTok (no. 79, $16.9bn) was the highest new entry.
Amazon has leap-frogged the competition to be crowned the Kantar BrandZ Top 100 Most Valuable Global Brand for 2019, breaking Apple and Google's 12 year hold on the top spot.
Other key trends and findings from 2019 include the continued rapid growth of the luxury sector - despite the slowdown in the global economy, the impact a brand's age has on consumer perception, and the common drivers behind our newcomer brands. The 2019 edition of the Kantar BrandZ Global Top 100 launched at an event at the New York Stock Exchange to learn from and celebrate the value strong brands bring to businesses, proven by Kantar BrandZ's unique and validated Brand Valuation methodology.