Every year, the English consultancy Brand Finance publishes its traditional ranking Brand Finance Global 500in which he highlights the of the planet based on its financial value. In the 2022 edition, the first place is held by the technology company Manzanaseconded by amazonwhich lost its leadership in 2019. The top 5 is completed Google, Microsoft and Walmartall American brands.
The most valuable, according to Brand Finance: Apple is still on top
According to the Brand Finance Global 500 ranking, Manzana remains the most valuable brand in the world. The Californian company experienced in the last year an increase of 35%, thus reaching the $355.1 billion (€318,126.26M).
The company created by had a stellar 2021, but the key to the long-term success of the technology giant revolves around its strategies to refine its brand positioning, recognizing the need to diversify the offer in order to meet the demands of its customers.
The iPhone it continues to be the most representative element, accounting for around half of the brand’s sales. However, during this last year Apple has paid more attention to its other range of products with the launch of a new generation of ipadsa review of iMac and entering the AirTags. Similarly, its range of services, from ApplePay until the AppleTV, they have also become increasingly important elements in determining brand success.
For its part, both amazon What Google they also experienced good levels of growth, ranking second and third respectively. In the case of the electronic commerce giant, like Apple, it managed to overcome the barrier of 300,000 million dollars, increasing 38% of their profits to get to $350.3 billion (€313.85bn), all while the company navigated global supply chain issues and labor shortages in the process.
With respect to Google, the technology giant had a growth in its brand value similar to Apple, with a 38% growth during 2021, reaching the value $263.4 billion (€236,015M) in the market.
It is important to highlight that this brand depends on advertising for the vast majority of its income, which is why it was greatly affected in this regard at the beginning of the pandemic, since advertising investment was reduced due to the uncertainty that existed at that time. . However, as the world has adjusted to the new normal, and with people spending more and more time online, advertising budgets have reopened, helping to improve business.
The top ten on this list complete: microsoft ($184.2 billion brand value) in fourth place; Walmartone of the biggest players in retail, has continued to grow in terms of brand value and has returned to the top 5, jumping from 6th to 5th after a 20% increase in brand value, to 111.9 billion Dollars.
In sixth place is now the Samsung Group (brand value of €96,157M); Facebook occupies seventh place (90,698M€), Chinese banking ICBC ranks 8th (€67,390M), the technology giant -also Chinese- huawei is in ninth place (€63,813M) and the top 10 is completed by the American telecommunications giant, Verizon (€62,377m).
Secondly, Santander, Zara, El Corte Inglés, BBVA, Movistar, and Repsol are the 7 most valuable brands of Spain according to this classification. Together they add up to a value of €52.6 billion, 4% more than the total for 2021 (€50.25 billion million). Although they begin to recover the lost value in 2021, they still have a long way to go before reaching the value that Spanish brands contributed to the ranking in 2020 (59,302, 12.7% more) and 2019 (75,952M€, 44% more). .4% more).
North American supremacy and the banking sector
Going to a finer analysis, you can see the United States dominance and the weight of the marks that respond to the banking sector throughout the ranking, while the eCommerce is the fourth most predominant sector, with a 6.68% of incidence.
TikTok, the fastest growing brand
The platform of Chinese origin has been named the fastest growing brand in the world in a new report published by the same consultancy, Brand Finance. With a 215% growth -from €16,760M to €52,876M-, the value of the brand has tripled in the last year. occupying the position 18 among the world’s 500 most valuable brands, it is the highest new entrant in the Brand Finance Global 500 2022 ranking.
With COVID-19 restrictions still in place around the world throughout 2021, digital entertainment, streaming services and entertainment have seen continued growth, and the rise of is a testament to how media consumption is changing. With its easy-to-digest and entertaining content offering, the app’s popularity spread across the globe; however, it also acted as a creative outlet and provided a way to connect people during lockdown.
WeChat holds the title of the world’s strongest brand
As for the world’s strongest brands, known as the “Chinese WhatsApp” In 2022, it retains the title of the strongest brand in the world with a Brand Strength Index (BSI) score of 93.3 out of 100 and the corresponding AAA+ rating.
The app has played a critical role in China’s fight against COVID-19, with more than 700 million people using its services to book vaccines and tests. Embedding the app in people’s lives helps it garner a strong reputation and consideration score among Chinese consumers, according to the Brand Finance study.
The app, which is part of daily life in the Asian country, surpasses other giants on this list, such as Coke (2nd place with 93.3 and AAA+ rating), Google (3rd place, 93.3 and AAA+ rating), Youtube (4th, 93.2 and AAA+ rating), the Korean Ship (5th, 92.5 and AAA+ rating). The Russian completes the Top 10 SBER (6th, 92.5 and AAA+ rating), the Italian giant of the automotive industry ferrari (7th, 90.9 and AAA+ rating), amazon (8th, 90.3 and AAA+ rating), Deloitte (9th, 90.2 and AAA+ rating) and Pepsi (10th, 90.1 and AAA+ rating).
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