Brand Acquisitions
Study finds brand acquisitions may not work out as planned, as consumer perceptions of the brand become tainted. But this can be mitigated.
BRAND VALUES
Apple is still at the top of the tree when it comes to brand value
By our News Team | 2022
Global tech giant is on track to become the world’s first brand to reach a valuation of one-trillion US dollars.
Apple sits on top of the new Kantar BrandZ Most Valuable Global Brands 2022 ranking and is on track to become the first trillion-dollar brand. With a brand value of US$947.1-billion, Apple stands out for its high degree of differentiation and continued diversification across its hardware, software and services portfolio.
Google moves up to second place and is one of the fastest risers in the latest rankings released by the international brand consultancy. It increased in brand value by 79% over the past year, to $819.6-billion.
Photo by Pixabay via Pexels
Google’s suite of work and productivity apps have made it an essential part of consumers’ lives worldwide, the Kantar researchers said.
According to the study, the combined value of the world’s Top 100 most valuable brands has increased by 23% to $8.7-trillion over the past year, highlighting the importance of brand strength in navigating an unsettled global economy.
Thirty-seven brands improved their ranking this year. In 2022, over three quarters of brand value originated from US companies. Media & Entertainment, Business Solutions & Technology Providers, and Retail categories account for over half of the total value of the Top 100 ranking.
Key trends highlighted in Kantar BrandZ’s global study include:
- Microsoft, Zara and IBM lead the way in the new Kantar Sustainability BrandZ Index, which shows sustainability already accounts for 3% of brand equity and is expected to rise.
- Tesla is one of this year’s biggest success stories, moving up to No.29 from No.47 and mirroring the worldwide sales trend of electric vehicles more than doubling in 2021.
- Louis Vuitton is the first luxury brand to reach the global Top 10, reflecting the growth of the luxury market worldwide and in China in particular. Louis Vuitton experienced 64% growth in brand value this year and is the first European brand to reach the global Top 10 since 2010.
- Newcomers in 2022’s ranking emerge from a range of categories. Aramco, one of the world’s largest integrated energy and chemicals companies, debuted highest at No.16. India’s IT services and consultancy, Infosys, arrived at No.64. Latin America’s largest online commerce and payments ecosystem, Mercado Libre, entered at No.71.
- Chinese brands hold strong, despite facing unique pandemic challenges, placing twice in the global Top 10 with Tencent at No.5 and Alibaba at No.9. China is also the only market rivalling the USA’s dominance in the Media & Entertainment category, with WeChat at No.5 and TikTok at No.9.
Technology and Luxury brands grew the fastest; 46% for Consumer Technology and 45% for Luxury. Bank and Automotive brands also demonstrated impressive growth; Automotive by 34% and Banks by +30%.
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