As per the latest research report performed by Brand Directory, Apple stands as the world’s most valuable brand in 2022. Brand Directory estimates the valuation of the Cupertino based tech giant to be at $355.1 billion. This valuation is according to the calculations of the research firm. It does not reflect Apple’s market cap.
According to the report, these are the top ten brands that are the most valued globally.
- Samsung Group
- ICBC (Industrial and Commercial Bank of China)
According to the report, the brand valuation of Apple has increased 35% compared to the previous year. Apple’s valuation is the highest that Brand Directory has recorded of any brand.
Apple had a stellar 2021, highlighted by its achievement at the start of 2022 – being the first company to reach a US$3 trillion market valuation. The tech giant’s success historically lied in honing its core brand positioning, but its more recent growth can be attributed to the company’s recognition that its brand can be applied effectively to a much broader range of services.
The iPhone still accounts for around half of the brand’s sales. However, this year saw Apple give more attention to its other suite of products with a new generation of iPads, an overhaul to the iMac, and introduction of AirTags. Its range of services, from Apple Pay to Apple TV, has also gone from strength to strength and become of increasing importance to the brand’s success.
As per Brand Directory‘s list, tech giant Google is the third most valued brand globally.
Google saw a similar brand value growth of 38% to US$263.4 billion. The brand relies on advertising for the vast majority of its revenue, and was hurt at the start of the pandemic as advertising spend dropped due to uncertainty. However, as the world adjusted to the new normal, and with people spending more and more time online, advertising budgets opened back up and Google’s business rebounded, resulting in a healthy uplift in brand value.
South Korea’s Samsung group places sixth on the list by Brand Directory. This makes Samsung the only Korean brand to place among the top 25 in the list.
South Korea-based Samsung Group’s brand value stands at US$107.3 billion in 2022, a 5% increase from last year, which has allowed it to defend its long-time position as the most valuable brand in Asia-Pacific, although it fell down to 6th in the global ranking, overtaken by Walmart. WeChat remains the region’s as well as the world’s strongest brand.
Samsung’s revenues have increased as a result of new product launches. Amidst a global supply chain crisis and high demand for memory chips, the brand has outperformed its competitors with high revenues in their chip manufacturing business. Furthermore, to meet consumer demand, Samsung is setting up a new computer chip plant in Texas worth US$17 billion. The tech giant has expanded its electronics offering too, with a new range of portable devices as well as kitchen and home appliances.
Coming ninth in the list of the most valued brands for 2022, is Huawei. This marks a significant improvement from the previous year. In 2021, the company had placed 21st on the list by Brand Directory. This improvement is significant since the beginning of the US-ban.
Huawei managed to reclaim its place among the top 10 most valuable brands in the world, following 29% growth to US$71.2 billion. Huawei’s smartphone business was hit hard by US sanctions, but it reacted positively by heavily stepping up investment in both domestic technology companies and R&D, as well as turning its focus to cloud services.
The video based social media platform TikTok becomes the fastest-growing brand globally.
Tripling in brand value over the past year, TikTok is the world’s fastest-growing brand. With an astounding 215% growth, the entertainment app’s brand value has increased from US$18.7 billion in 2021 to US$59.0 billion this year. Claiming 18th spot among the world’s top 500 most valuable brands, it is the highest new entrant to the Brand Finance Global 500 2022 ranking.
With COVID-19 restrictions still in effect across the globe throughout 2021, digital entertainment, social media, and streaming services saw continued growth, and TikTok’s rise is testament to how media consumption is changing. With its offering of easily digestible and entertaining content, the app’s popularity spread across the globe, however, it also acted as a creative outlet and provided a way for people to connect during lockdown.