THE apple and Google overcame the amazon in the list of most valuable brands in the world in 2022, according to a survey produced by the company Kantar. The multinational focused on the production of electronic products, such as the iPhone, now has the highest value, totaling US$ 947.06 billion.
The value corresponds to a growth of 55% in relation to 2021. Google in second place, grew 79%, while Amazon advanced 3% and retreated two positions.
The list of the ten most valuable brands in the world also includes the Microsoft the Chinese Tencent, the fast food chain McDonald’s, Visa, Facebook, the Chinese Alibaba and the French Louis Vuitton.
As for 2021, the MasterCard was left out of the list, replaced by the French company focused on the luxury clothing and accessories market.
The report also points out that the also French Cartier had the highest brand valuation in 2022, of 88%, totaling US$ 10.10 billion. It was followed by YouTube (83%, worth $86.21 billion), Google, Tesla (78%, worth US$75.93 billion) and by Hermes Paris (73%, worth US$80.32 billion).
In the sectorial division, the segment that concentrates the highest brand value is that of solution providers for businesses in the technology area, with US$ 2.14 trillion. It is followed by the media and entertainment ($1.4 trillion) and consumer technology ($1.09 trillion) sectors.
Of the 100 companies that make the list, 11 were not in the previous ranking, including Saudi Arabian state oil company Aramco, Mexico’s Mercado Livre, real estate rental startup Airbnb and fast food chain KFC.
Adding the brand value of all the members of the list, the increase compared to 2021 was 23%, totaling US$ 8.7 trillion, with the second consecutive year of “robust growth”.
“Today, the biggest brands in the world are focused less on returning to the old ways of doing business, and more on building something new,” Kantar highlights in the report.
The company claims brands are being charged to set transformative visions for 2030, 2050 and beyond. At the same time, they must deal with unprecedented challenges in the present, such as supply chain problems, inflation, war and power shortages.
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Source: CNN Brasil
