Home Consumer resources APPLE RETURNS TO WORLD’S MOST VALUABLE BRAND STATUS AS CANADIAN BANKS RISE UP THE RANKINGS

APPLE RETURNS TO WORLD’S MOST VALUABLE BRAND STATUS AS CANADIAN BANKS RISE UP THE RANKINGS

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TORONTO, June 15, 2022 /CNW/ – Apple is at the top of the Kantar BrandZ Most Valuable Global Brands 2022 ranking and is on its way to becoming the number one trillion-dollar brand. With a brand value of US$947.1 billion, Apple stands out for its high degree of differentiation and continued diversification in its portfolio of hardware, software and services. Google climbs to second place and is one of the fastest growing countries in the rankings, increasing its brand value by 79% for US$819.6 billion. Google’s suite of work 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 increased by 23% to reach US$8.7 trillion over the past year, highlighting the importance of brand strength in navigating a volatile global economy.

Thirty-seven brands improved their ranking this year. In 2022, more than three-quarters of brand value came from American companies. The Media & Entertainment, Business Solutions & Technology Providers and Retail categories represent more than half of the total value of the Top 100 ranking.

Kantar BrandZ Top 10 Most Valuable Global Brands 2022

Rank
2022

Rank
change

Mark

Land of
Origin

Mark
Assess
2022 ($M
USD)

Mark
Assess
2021 ($M
USD)

% Mark
Value change
2022 versus 2021

1

1

Apple

WE

947,062

611 997

55%

2

1

Google

WE

819 573

457,998

79%

3

-2

Amazon

WE

705 646

683 852

3%

4

0

Microsoft

WE

611 460

410 271

49%

5

0

Tencent

China

214,023

240,931

-11%

6

3

McDonald’s

WE

196,526

154,921

27%

seven

1

Visa

WE

191,032

191 285

0%

8

-2

Facebook

WE

186,421

226,744

-18%

9

-2

Ali Baba

China

169,966

196,912

-14%

ten

11

Louis Vuitton

France

124,273

75,730

64%

Three Canadian brands featured in the 2022 ranking. RBC (Royal Bank of Canada) continues to dominate the position of most valuable Canadian brand, ranking 57th. Estimated at US$39.5 billion (a 43% increase over last year), RBC moved up six positions in the Global Top 100 and now ranks second among global banks.

TD maintains its position as the second most valuable Canadian brand, and with a value of US$29.7 billion (+ 47% compared to 2021), it ranks 72n/a most valuable global brand and eighth most valuable bank. It was among the fastest climbers in the study, moving up 18 positions in the rankings.

Kantar BrandZ Top 10 Most Valuable Banking Brands 2022

Rank
2022

Rank
change

Mark

Land of
Origin

Mark
Assess
2022
($M)
USD)

Mark
Assess
2021
($M)
USD)

% Mark
Value change
2022 versus 2021

1

1

Wells Fargo

WE

43,052

27,995

54%

2

1

RBC

Canada

39,522

27,607

43%

3

2

JP Morgan

WE

37,412

24 105

55%

4

0

HDFC Bank

India

35,603

26,369

35%

5

-4

ICCB

China

35,315

37,765

-6%

6

0

Hunt

WE

32,098

21,830

47%

seven

3

Bank of America

WE

30,846

19,315

60%

8

-1

TD

Canada

29,720

20 208

47%

9

0

Commonwealth Bank of
Australia

Australia

26,601

19,468

37%

ten

N / A

Morgan Stanley

WE

21,219

N / A

N / A

With a brand value of US$20.4 billionLululemon again ranks as the fourth most valuable clothing brand.

Kantar BrandZ Top 10 Most Valuable Clothing Brands 2022

Rank
2022

Rank
change

Mark

Land of
Origin

Mark
Assess
2022
($M)
USD)

Mark
Assess
2021
($M)
USD)

% Mark
Value change
2022 versus 2021

1

0

Nike

WE

109,601

83,709

31%

2

1

Zara

Spain

25,400

21,382

19%

3

-1

Adidas

Germany

23,791

22,344

6%

4

0

lululemon

Canada

20,424

17,893

14%

5

0

Uniqlo

Japan

14,156

15,443

-8%

6

0

H&M

Sweden

7,232

6,871

5%

seven

0

Puma

Germany

5,169

3,607

43%

8

0

ANTA

China

3,772

3,005

26%

9

N / A

Lining

China

3,767

N / A

N / A

ten

N / A

under protection

WE

3,284

N / A

N / A

“Our 2022 ranking demonstrates both the resilience of our Canadian banking brands and their ability to create brand value by connecting with consumers to outperform other brands on the global stage,” observes Scott MegginsonPresident of Kantar Canada. “These are leading brands in the global financial services industry and the number one position is within reach for RBC.

“It’s also encouraging to see how Lululemon has continued to build brand value as people return to work,” adds Megginson. “Its reputation for innovation, quality and reliability allows them to be a benchmark in the market.”

Industry leaders come from a mix of industry sectors

Tech and luxury brands grew the fastest; 46% for Consumer Technology and 45% for Luxury. Banking and automotive brands also posted impressive growth; Automotive by 34% and Banks by +30%. This compares to growth in sectors such as clothing (20%) and personal care (17%). At the category level, Wells Fargo was the only new No. 1 brand, rising from second to first place in the Banking category and replacing China ICCB.

Category Leaders: Kantar BrandZ Most Valuable Global Brands 2022

Rank
2022

Category

Mark

Land of
Origin

Mark
Assess
2022
($M
USD)

Mark
Assess
2021
($M
USD)

Mark
Assess
To change

1

Alcohol

Mutai

China

103,380

109,330

-5%

1

Clothes

Nike

WE

109,601

83,709

31%

1

Banks

Wells Fargo

WE

43,052

27,995

54%

1

Business solutions and
Technology providers

Microsoft

WE

611 460

410 271

49%

1

Cars

You’re here

WE

75,933

42,606

78%

1

Consumer Technology

Apple

WE

947,062

611 997

55%

1

fast food

McDonald’s

WE

196,526

154,921

27%

1

Food and drinks

Coca Cola

WE

89,985

80,484

12%

1

Luxury

Louis Vuitton

France

124,273

75,730

64%

1

Media and Entertainment

Google

WE

766 779

N / A

N / A

1

Personal care

L’Oreal Paris

France

47,480

38,309

24%

1

Detail

Amazon

WE

281,695

N / A

N / A

1

Telecommunications providers

Verizon

WE

101,962

101,943

0%


*In retail, Amazon’s value includes only its retail business; For media and entertainment, Google includes Google-branded services and products, excluding Google Cloud.

“Strong brand affinity underpins a customer’s willingness to pay and has never been more important for organizations looking to offset soaring inflation,” said Martin Guerrieria, head of Brand KantarZ. “This year’s results show us the value of continued investment in branding and marketing capabilities as a means of maximizing business returns regardless of market conditions.”

Focus on brand development, product and market diversification maximizes business returns:

  • The pandemic has further accelerated e-commerce growth in the retail category, so brands with stronger connections to consumers have been able to sustain their growth online and beyond.
  • Portfolio brands that continue to innovate and diversify their offering continue to grow, including with Apple, Google and Amazon, among others, as their services intersect technology, entertainment and payment services. Brands that are dependent on one category or market have the highest risk profile, while brands that have diversified into multiple categories and markets have shown faster brand value growth in 2022 and have a better chance of above-average growth.
  • To navigate a disruptive market, brands need to lock in trust as a way to foster stability and security. More than in the past, brands today need to build trust based on societal performance, not just product performance. Sometimes this means a social purpose that is integrated throughout the organization. Nike is a good example with its continued commitment to inspire and innovate for everyone, not just top athletes, especially girls and minority communities.

Kantar BrandZ’s world report 2022, 17e publishing, reveals the importance of building a brand to help survive market disruption,” Guerrieria continues. “Brands are typically the biggest assets companies have, adding tremendous value to the balance sheet. In times of uncertainty, management decisions about marketing investment can be supported by proven metrics. Kantar BrandZ’s Brand valuations clearly show how quality marketing is tied to short-term and long-term brand value.”

In October 2022Kantar will unveil the third edition of the Kantar BrandZ Top 40 Most Valuable Canadian Brands leaderboard and report, which will share key insights and highlight the success of Canadian-origin brands.

The Kantar BrandZ Most Valuable Global Brands 2022 ranking, report and in-depth analysis are available now via www.kantar.com/campaigns/brandz/global

About Brand KantarZ: Brand KantarZ is the global currency when evaluating brand value, quantifying the contribution of brands to a company’s financial performance. Kantar’s annual global and local brand valuation rankings combine rigorously analyzed financial data and in-depth brand equity research. Since 1998, BrandZ has shared brand building insights with business leaders based on interviews with 4.1 million consumers, for 19,250 brands in 51 markets. Learn more about Brand KantarZ here.

About Kantar:

Kantar is the global leader in marketing data and analytics. We have a complete, unique and comprehensive understanding of how people think, feel and act; globally and locally in over 90 markets. By combining the deep expertise of our people, our data resources and benchmarks, and our innovative analytics and technologies, we help our clients understand people and inspire growth.

SOURCE Kantar Canada Inc.

For further information: Priscilla Dixon, Marketing Manager, Kantar, Email: [email protected]