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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. 

Brand Values

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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Dr Kin Kariisa

Group CEO - Next Media

Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

  • Other current and previous roles played by Dr Kin Kariisa:
  • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
  • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
  • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
  • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
  • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.