Best Global Brands 2022
Brands as Acts of Leadership
For the first time ever in 2022, the average brand value of a Best Global Brand has reached over US$3 trillion. The overall value of the Top 100 brands has reached US$3,088,930m, a 16% rise from 2021 (US$2,667,524m). This year sees the fastest rate of brand value growth ever recorded, demonstrating the growing contribution a company’s brand has in driving its economic success. While financial markets have shown significant swings over the last few years, the value of the world’s strongest brands have steadily increased driving customer choice, loyalty and margins.
In the top ten brands we see exponential growth and the emergence of a ‘super league’. Built on a foundation of exceptional experiences and strong integrity, these companies can move in multiple directions, growing their share of customers’ lives, along with their brand value and market cap.
Its increasingly difficult to fit the Top Ten into categories (what do Apple and Google do?), but things become much clearer when taking the perspective of customer jobs to be done (what aspects of consumers lives they address). Apple helps us Connect, Do, Belong, Play, Pay and – more recently – Thrive. Rumour has it that soon it may help us Move, too. Google helps us get many jobs done, like Learn, Connect, Move – and even Dwell. Nike – not a FAANG – helps us Thrive and Express ourselves. We can think along the same lines for the likes of Microsoft or Disney.
Ultimately, these organisations are building businesses around their brand (in contrast to the traditional approach of building brand around a product) – and it’s setting them apart from the rest of the pack.
Brands as Acts of Leadership
