Apple and Google lead the ranking of the most valuable Brands in the world 2022


Apple and Google lead the ranking of the most valuable Brands in the world 2022

Mercado Libre is the first Argentine company and the only Latin American company in the list of the 100 most valuable global brands of Kantar BrandZ 2022.

Apple sits at the top of the Kantar BrandZ 2022 Most Valuable Global Brands ranking , and is on track to become the first billionaire brand. With a brand value of US$947,062 million, Apple stands out for its high level of differentiation and diversification in software, hardware and services portfolio.

Google rises to second place and is one of the fastest rising brands in the ranking, increasing its brand value by 79% to $819.573 million, compared to the ranking figure in 2021. The suite Google's workspace and productivity apps have made it an essential part of the lives of consumers around the world.

The combined value of the world's 100 most valuable brands has increased by 23% to $8.7 trillion over the past year, highlighting the importance of strong brands in navigating an unstable global economy .

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Also, some 37 brands improved their rating this year. By 2022, more than three-quarters of brand value originated from US companies. The Media & Entertainment, Business Solutions, Technology Providers and Retail categories accounted for more than half of the total value of the Top 100 Brands ranking.

Mercado Libre is the only Latin American brand in the Top 100 of the most valuable brands, and is the first Argentine brand to reach the Kantar BrandZ ranking since its creation in 2006. This company constitutes the largest e-commerce and online payment ecosystem in Latin America and enters the 71st position with a brand value of US$ 29,916 million.

What are the key trends that stand out in the brands?

- Microsoft, Zara, and IBM lead in the new Kantar Sustainability BrandZ Index , which shows that sustainability now reaches 3% of brand equity, and is expected to rise.

- Tesla is one of the biggest success stories this year, rising from 47th to 29th, reflecting the trend for global electric car sales to more than double in 2021.

- Louis Vuitton (10th place; $124.273 million) is the first luxury brand to break into the Top 10, reflecting the growth of the luxury market globally, and in China in particular. Louis Vuitton experienced a 64% growth in brand value this year, and is the first European brand to break into the Top 10 since 2010.

- Newcomers in the 2022 ranking come from a variety of categories. Aramco, one of the world's largest integrated energy and chemical companies, had the highest debut, at No. 16. India's IT consulting and services company, Infosys, came in at No. 64. MercadoLibre, the Latin American brand, reached position 71.

- Chinese brands remained strong, despite the unique challenges they faced due to the pandemic, and were twice in the global Top 10, with Tencent at No. 5 and Alibaba at No. 9. China is also , the only market to rival the US lead in the Media & Entertainment category, with WeChat at No.5 and TikTok at No.9.