1、Best Global Brand 2022 Report 3IntroductionTheres little denying,we are living through a renaissance,a period in time when our understanding of the world shifts.Change is perpetual;its the modus operandi in which we must build and manage brands todaythe macro level context in which business exists.H

2、umanity will advance more in the next fifty years than it has in all of historya shift driven largely by technology.This acceleration will fundamentally shift how we engage with each other,with business,and with the world at large.Renowned business thinker and leadership scholar Prof.Rita McGratharg

3、ues:Big inflection moments change the recipe for success.”Over the past 30 years,we have conducted thousands of brand valuation exercises,underpinned by our proprietary Brand Strength framework,to help businesses create roadmaps to stronger growth.This year,against a backdrop of increased economic u

4、ncertainty,the cumulative value of the worlds 100 Best Global Brands surpasses$3 trillion for the first timeup 16%year on year;proof that strong brands have greater resilience in tough times.Are the worlds most valuable brands impervious to risk?No.The average age of the top 5 brands in our ranking

5、is just 39.6 years vs an average of 110 years across all 100 brands.Competition is fierce,and the speed at which the worlds most relevant businesses can scale is unprecedented.So too is the risk.In the two decades since we launched Best Global Brands,only 36 companies have remained in our Top 100 Ta

6、ble.More than 140 have dropped off in the intervening years,including staple brands such as Nokia,AOL,Yahoo!and MTV(once such a significant presence in so many of our lives).But in a world where change is the norm,what is the inflection point?And more importantly,what does the new recipe for success

7、 look like,for the worlds biggest brands?Gonzalo BrujGlobal Chief ExecutiveOfficer,InterbrandBest Global Brand 2022 Report 54 Best Global Brand 2022 ReportOver the past decade,weve seen and felt the forces of a new league in businessas evidenced in our Best Global Brands ranking;companies whose grow

8、th far surpasses all competitionwith no signs of slowing down.This year,the cumulative value of the top 10 brands(1,649$m)is greater than the combined value of the next 90(1,440$m).The leaders of these superbrands understand how,where and when to deploy their brand as an asset against emerging custo

9、mer needs,in this landscape of perpetual,constant change.Today,the worlds most successful companies start not with product,but with brandas their critical growth asset and engine.The brand is a vehicle through which the business is able to address a range of different customer needs(or jobs to be do

10、ne)through an extended portfolio of differentiated products and services.These companies leverage the utility in their brand to drive exponential growth.As Manfredi Ricca,Interbrands Global Chief Strategy Officer,points out in this report:These companies arent contained by sectors,or silos,or swim l

11、anes;they transcend traditional category thinking.Built on a foundation of exceptional products and strong and emotionally meaningful customer relationships,these companies move in multiple directions.They use the utility and equity in their brand to drive exponential growth in new spaces,while cont

12、inuing to capitalize on existing incremental sector gains.At Interbrand,we call this Arena Thinking.So how can the leaders of today and tomorrow deploy their brand as an asset,to drive commercial success?What does this mean for business today?And how will the role of brand evolve?Best Global Brand 2

13、022 Report 76 Best Global Brand 2022 ReportBusiness now has more of a role to play in creating a more equitable society,in service of a range of stakeholders,including shareholders,employees,communities and consumers.This burning platform creates an equity in solving collective social challengesand

14、brand becomes the essential vehicle for change.The brands who have the potential tothrivein this Decade of Possibility will balance exceptional experience and unparalleled integrity,in order to drive sustainable revenue growth and profit.They will do things right and they will have an increased focu

15、s on doing the right things.These signals help consumers understand where and when they share common values with a brandand how and where the brand complements and fits in to their own meaning systems,driving a deeper emotional connection and higher relevance.This notion goes beyond what we have com

16、e to callpurpose.Its a higher order of Brand Leadership,underpinned by flawless interactions and fearless actions.We call these signals Acts of Leadership.They are tough,often unapologetic,and singular stances;North Stars that guide a companys decision making and leadershipacross all operations.When

17、 applied in a context of perpetual change,these Acts have clear potential to accelerate a businesss ability to make informed,timely and relevant decisionsand in turn deliver deeper,more meaningful and more powerful customer relationships.Over the past 18 months at Interbrand,we have been investing i

18、n making our own Moves,designed to help our clients and partnersdothings right and dothe right things.Weve introduced dedicated practice areas focused on Brand Ethics,Environment and Inclusive Design.For the first time,we have incorporated quantitative environmental,societal and governance(ESG)data

19、into our Best Global Brands methodology.We talk more to the implications of this shift,and what Interbrand is doing to support our clients,later in this Best Global Brands report.Our Climate Initiative,launched during Best Global Brands in 2021,has attracted significant interest,and with our corpora

20、te brand partners,continues to scale.This program is now the largest co-creation initiative of its kindengaging brands,consumers and governments around the world.More and more corporate members are joining this coalition each week.Brands as Acts of Leadership:An evolving meaning systemBest Global Br

21、and 2022 Report 98 Best Global Brand 2022 ReportAlongside our endeavors in climate and sustainability,we have built an Ethics practice to help organizations act with integritysomething we believe will form the core of trust and the basis of a corporations permission to operate moving forward.And we

22、have scaled our Inclusive Design practice,to help brands be as inclusive as possible across every touchpoint.Through all of our work in these spaces,we have come to understand that brands who embrace Acts of Leadership find they are able to transcend traditional sectors easier and scale faster than

23、their competition.These Acts of Leadership provide the clarity and sense of direction that enable a brand to progress along a trajectory with confidenceredefining customer expectation,creating new category norms and delivering Iconic Moves.All of us at Interbrand congratulate and celebrate each of t

24、he 100 brands who have been included in this years Best Global Brands ranking.And we look forward to working closely with all brands as we progress in this Decade of Possibility together.Best Global Brand 2022 Report 1110 Best Global Brand 2022 ReportIntroducingBrandLeadershipIn his most recent best

25、selling book,1 globally celebrated physicist and science storyteller Carlo Rovelli tells the story of how in 1925 a young man,working alone on a remote,windswept North Sea island,developed a radical insight that would transform how we think about the nature of things.His thinking didnt just revoluti

26、onize our understanding of the universe;it also shaped the course of modern technology,and reverberates in much of our everyday lifefrom new computers all the way to solar cells and clinical diagnostics.The island was Helgoland,and the young manwho had retreated there for medical reasons was a twent

27、y-four-year-old physicist named Werner Heisenberg.Baffled by the inner workings of atoms and immersed in those years philosophical and scientific debates,Heisenberg in a moment of true genius chose to depart abruptly from traditional approaches in physics and start afresh from a radically new angle.

28、He worked feverishly around the clock to develop that intuition into what was to become a breakthrough paper,laying the foundations of quantum theorythe gateway to making sense of our physical world.In a recent interview,2 Rovelli describes quantum physics as an extraordinary radical step.Its the fu

29、ndamental way we have found to describe how everything works and yet it has a mysterious side.It is not intuitive.It looks strange.The advent of quantum physics serves as a reminder of the fact that,while change is perpetual,there are times when we feel the need to break away from what is comfortabl

30、y intuitive and leap ahead;when we must challenge our certainties,set aside our deepest held beliefs and make radical departures from what we know.A process,Rovelli says,of unlearning what we previously learned rather than learning new things.A look at the current economic debate makes it hard not t

31、o think were at a quantum moment,where much of what we know must be unlearned.Shaken by local and planetary crises,our most fundamental convictions about capitalism,growth and the very function of business are rupturing.Yesterdays assumptions about shareholder value as a singular goal are todays rel

32、ics of a broken paradigm.The role of companies is shiftingand so must our understanding of brands.In last years Best Global Brands report,we highlighted some of the current contexts challenges.Inequality.Economic uncertainty.Resource depletion.Climate change.Health epidemics and pandemics.Overconsum

33、ption.Humanitarian crises.Political divisiveness.Conflict.War.Within this context,corporations have been seen as an inevitable part of our collective problems engines for consumption prioritizing profit above all else.Indispensable but harmful.And yet,clinging on to the necessary evil consumerist pa

34、radigm seems unviable.So,where next?To answer this question,we must first understand the role that brands must play in shaping a better path forward.A time to unlearn1 Carlo Rovelli,Helgoland,Allen Lane,20212 New Humanist,2021Manfredi RiccaGlobal Chief Strategy OfficerBest Global Brand 2022 Report 1

35、312 Best Global Brand 2022 ReportSocietal change is now seen not just by leading thinkers,but by the public too,as being a core function of companies.The business of business is no longer just business.As a recent study conducted by Edelman,a consultancy,shows,companies have become the most trusted

36、type of institution,ahead of government,media and NGOs.3If this is true,then brands are,by implication,the worlds most powerful narratives.With trust in traditional institutions dwindling,it is to great brands that many of us look up for true leadership in and beyond crisis.We see them as beacons of

37、 change,and expect them to be about much more than the marketing of an offer.So if businesses have never been so central to societies,then brandsthe constructs around which trust is formed have never been so central to businesses.Over the past decade,our study of the worlds most valuable global bran

38、ds has seen the emergence of a new league of brands:a cohort whose growth far surpasses all competitionwith no signs of slowing down.This year,the cumulative value of the top 10 brands(1,649$m)is greater than the combined value of the next 90(1,440$m).Many of the brands in this league do more than o

39、ffer exceptional products,services and experiences.They take sides on the most critical debates of our times,from Apples pledge to privacy,to Nikes stances on inclusion,to many companies outspoken protection of their employees rights.This is a radical shift from the times when brands were consistent

40、ly advised to steer well clear of controversy and focus on commerce.Extraordinary times reward bold moves,not fearful silences.Once seen as the safe way to healthy growth,today neutrality is seen as a failure of leadership;activism,its embodiment.As a result,todays most relevant and valuable brands

41、are those that seem to effortlessly balance power and responsibility.As such,they are not just growth engines;they areacts of leadership that shift our expectations in terms of experiences,yesbut ethics too.We may borrow from the work of Oxford economist Kate Raworth4 to illustrate this.These brands

42、 provide experiences that sit within a doughnutthey consistently surpass customer expectations,but within the limits of ethical standards that are deliberately stricter than rules and regulations.5Fall below expectations,and demand and loyalty are at risk.Overshoot ethical standards,and reputation a

43、nd governance are at risk.By operating within the doughnut,they make the moves that consistently show the way,redefining both what great and good look like.They show leadership,mitigate risk and sustain growth.The worlds mostpowerful narrativesDoing things right,doingthe right things3.Edelman Trust

44、Barometer,2022.4.Kate Raworth,Doughnut Economics,Random House,20185.Developed in conjunction with Principia Advisory.LegislationIntegrityExpectationsSurpassing functional,emotional and moral expectationsBest Global Brand 2022 Report 1514 Best Global Brand 2022 ReportBy combining great interactions a

45、nd meaningful actions,these brands pursue more than purpose,and achieve more than sheer growth.They embrace and show what at Interbrand we define Brand Leadershipthey do things right,offering superlative experiences,and do the right things,acting with uncompromising integrity.They make iconic moves

46、that walk the talk to drive change and talk the walk to inspire it,setting the foundations for extraordinary growth.While the idea that exceptional experiences drive loyalty and advocacy is unsurprising,the emergence of ethics as a key driver of brand growth is intuitively in tune with the zeitgeist

47、but less supported by studies.To fill this gap,we investigated the subject through a global quantitative consumer study earlier this year.6 Our regression analysis shows that the correlation between a brands ethical credibility and its competitive strength is stronger than ever before especially on

48、the factors of Affinity,Trust and Participation.Now,think about a personal relationship.When you meet someone whom you dont just admire,but who also shares your values,helps solve your challenges or needs,is there for you in the moments that matter(regardless of how big or small),theres a good chanc

49、e you want to spend more time with that personto have them more involved in your life.The same is true of brands.When we have a strong functional,emotional and moral connection with a brandwhen this brand delivers exceptional products,unequalled experiences,and acts with uncompromising integritywe w

50、ant to spend more time with that brand;we want it to succeed;and we want it to play a bigger role in our lives.Were also more likely to trust them as they enter new spaces.We welcome them to ask,What else can I do for you?This is precisely where the exponential growth we see across the super league

51、of brands begins.Built on a foundation of exceptional experiences and strong integrity,these brands can expand in multiple directions,with far more freedom and fluidity than traditional diversification.Its not a question of we do this,we can do that too,but you trust us,and heres what else we might

52、help you do.Growth across Arenas6.Please contact us to learn moreBest Global Brand 2022 Report 1716 Best Global Brand 2022 ReportTraditionally,companies would start with a product addressing a singular,specific customer need.These companies would build a brand around a core product and then leverage

53、 its strengths to drive growth,in pursuit of becoming a category leader.Think Coca-Cola,Gillette,Pampers or Colgate.Now consider Appleor Google.Its hard to fit them within categories(what they do)things get clearer when taking the perspective of customer jobs to be done(what they help us do).Apple h

54、elps us Connect,Do,Belong,Play,Pay andmore recentlyThrive.Rumor has it that soon it may help us Move,too.Google helps us Learn,Connect,Moveand even Dwell.Nikenot a FAANGhelps us Thrive and Express ourselves.LEGO,a 90-year-old brand,helps us Play and Learn,and does so in many more ways than it origin

55、ally did.The same applies for the likes of Microsoft or Disney.What these organizations do is place at their core not product,but Brand Leadership.And rather than build their brand around a business,they build businesses around their brand.That may sound counter-intuitive(and yes,slightly quantum),b

56、ut at a time when true leadership is far more rare than competencies or qualityremember,there are no bad cars any morethere is no more powerful asset than a brand that leads.So whats the red thread?Our trust in these companies Brand Leadership.Our expectation that,day in,day out,they will do things

57、right;and,when faced with tough decisions,do the right thing.These are the brands we want to help us in new ways.Providing superb experiences while acting with uncompromising integrity is an incredibly tall order.With mounting cynicism and distrust,scrutiny is incessant.Brand Leadership is hard to b

58、uild,and easy to destroybut its what sustains extraordinary growth.These companies leverage their Brand Leadership to drive exponential growth across competitive arenas,where very different players compete for the same resources.Nike,Apple,Philips,pharmaceuticals and a host of other organisations al

59、l want to help us Thrive.And LEGO,Amazon,Netflix,Roblox,bands,sports clubs and many other diverse players all want to help us Play.Who would have thought?As Columbia professor Rita McGrath writes,thinking your major competition is in your own industry creates some dangerous blind spots.At Interbrand

60、,we call this Arena thinking.Its the foundation that allows our clients to make Iconic Moves.Best Global Brand 2022 Report 1918 Best Global Brand 2022 ReportBuilding Brand LeadershipAs we introduce our 2022 Best Global Brands study,its worth reflecting on the essential steps through which we help ou

61、r clients build Brand Leadership.1.Explore your arena.Consider the needs youre addressing now and might address next.Identify whom youre really competing with now and may be competing with next.Look at how you might address better the jobs youre already helping customers get done now;think about the

62、 many ways in which IKEA helps people dwell.2.Explore possibilities.What other jobs could you help customers get done next,based on your edge,relationships,and the way the context is changing?Think about the way in which Amazon is moving across very different arenas,helping people procure,play,learn

63、,and much,much more.3.Defineyourtrajectory.Determine the principles at the heart of your experience and ethical leadership that will make your brand a great and good addition to the arenas you want to play in.Be ruthlessly singular and pragmatic about what will make your brand a strong centerpoint f

64、or your business.Could your brand become a verb that encapsulates a way of doing things?4.Make your moves.Walk the talk and talk the walk:make meaningful and visible moves that give your purpose impact and that inspire others to follow your leadership.The turbulent times we are facing require a quan

65、tum reset.We must unlearn the conventions of consumerism and shareholder capitalism,and embrace the new role that brands must play.For the first time,the 100 most valuable global brands exceed an aggregate value of$3 trillion.Brands have never had as much power and responsibility,and on such a scale

66、.This is a time to abandon cynicism and small thinking,and accept the influence and legacy that great brands can have on the choices and behaviors of their customers,yesbut also on their talent and communities too,be they local,regional or global.Now is the opportunity for brand leaders to build str

67、onger relationships beyond transactions,and intertwine constituent participation,public/private partnerships,and philanthropy to address global challenges.Like never before,the world demands businesses to show true leadership and fearless actionbecause when that happens,new sources of growth materia

68、lize,creating immense possibility for all.Now is the time for business leaders to rethink their brands as their most influential acts of leadership.-Carlo Rovelli,HelgolandEvery time that something solid is put into doubt or dismantled,something else opens up,and allows us to see further than we cou

69、ld before.”Best Global Brand 2022 Report 21How to move from“Mitigation Mindset”to“Leadership Stance”Interbrands contention,shared in the introduction to this years Best Global Brands report,is that todays most relevant and valuable brands are balancing acts of power and responsibility,not just engin

70、es of growth but acts of leadership.In this article we explore the opportunities and challenges of both doing things right,and doing the right things,drawing on Best Global Brands data,best-in-class examples,and some of the proprietary methodologies we offer our clients.Intuitively,the idea of brand

71、s as acts of leadership feels in tune with the zeitgeistbut we wanted to establish quantitatively whether consumers are sensitive to environmental and social issues in their decision making.The results suggest a resounding“yes”:We found that more than 90%of people are aware and concerned by environm

72、ental and social issues and that these topics are material to brand relevance.Brand integrity and Ethics,along with the perception of having a positive impact on society,is a statistically significant driver of choice in all sectors and in all steps of the customer journey.Convincing numbers,but per

73、haps its not“new news”that these topics are of concern to consumers.Why,then,is it so difficult to point to brands with a clear and compelling stance?Well,as we argued in the introduction to this report,a well-run brand used to steer away from controversy and focus on“commerce,”but safe silences are

74、 no longer rewarded and,today,neutrality is seen as a failure of leadership.This leaves brands caught in a tensionbetween criticism of“not doing enough”at one end of the spectrum,and of“doing things wrong”at the other.This tension leads to what were calling a“mitigation mindset”an understandable ten

75、dency towards doing enough to not be wrong,but not enough to be exceptional.What does it take to move from a“mitigation mindset”to a leadership stance?Brand Leadership in the“cancel”eraChris NurkoGlobal Innovation Officer22 Best Global Brand 2022 Report23As we are coming to realize,the worlds ongoin

76、g and accelerating transformation has the potential for very Good and very Bad outcomes.In this fluid and rapidly changing context,an organizational ethics framework creates the ability to behave in a consistently responsible way for all stakeholders.The creation of such a framework involves alignin

77、g organizational culture,values,systems,and decision making.Today,organizational ethicsand the translation of these to measurable and credible impacts has become the core of reputation,and the basis of a corporations license to operate.In fast-moving spaces such as technology,in which new innovation

78、s are live before safeguards such as laws and policies can be put in place,7 the integrity of a corporation and the resulting trust its brand engenders is emerging as a competitive advantage.Its within this context that Microsofts subtle but powerful stance of Integrity powers its brandfollowing a f

79、ocused effort to drive trust in products that enhance the human experience,rather than undermine it.The corporation is acutely aware of its role within society and is clear on its intention to be a part of the solution,not a part of the problem.In the companys 2022 Impact Summary,CEO Satya Nadella w

80、rote,“our actions must be aligned with addressing the worlds problems,not creating new ones,”implicitly suggesting that as it integrates technology ever deeper within the human experience,it needs to do so in a manner that protects human values,human truths and human prioritiesas defined by a robust

81、 code of ethics.Todays most progressive leadership teams,like that of Microsoft,have a reliable and robust means for navigating the decisions they are making to ensure the outcomes have integrity.At Microsoft,it appears that a strong foundation of integrity and ethical decision making is doing exact

82、ly what it should:driving trust in the brand and increasing brand and wider stakeholder value at the same time.Integrity at the core7.Human Development Report,United Nations Development Programme https:/hdr.undp.org/content/human-development-report-2021-22?gclid=EAIaIQobChMIofOs_aeN-wIVTu3tCh0HOgBhE

83、AAYASABEgLj1fD_BwEBest Global Brand 2022 Report 2524 Best Global Brand 2022 Report2.The climate crisis is the worlds biggest problem with the worlds worst marketing Working with the United Nations Development Programme(UNDP)and a coalition of Best Global Brands,Interbrand is leading the worlds large

84、st co-creation exercisewith 1,000+people in 12 global cities,representing 50+nationalities on 6 continents.Our initial findings show that brands tend to communicate in language that confuses or alienates consumers,leading to individual and collective inaction.Tesla,whose mission is accelerating the

85、transition to green energy,capitalizes on these opportunities by delivering its solutions in the most relevant and desirable way possible.In short,the Tesla brand is to climate what the Apple brand is to technologyand is moving the climate narrative from push to pull.Of course,Tesla is not without c

86、ontroversy,in particular around the activities of its CEO,Elon Musk.However,a clear organizational stance on this single issue,executed to perfection,has created a leadership position.And in making the right choice the most desirable choice,Tesla has reset expectations around brands with climate iss

87、ues at the coresetting the bar for other players and raising the bar for its brand value at the same time.Tesla is the second fastest growing brand in our 2022 ranking,with 32%growth YOY and a value of 48,002$m;it is perhaps the best embodiment of shifting expectations in terms of environment and ex

88、perience.Tesla has acted upon two truths about the race to save the planet that others have yet to capitalize on:1.The climate crisis will create economic transformation akin tothefirstindustrialrevolution.A recent research note from Credit Suisse,suggested that forthcoming climate legislation“will

89、have a profound effect on the American Economy in the next decade and beyond”and that for big corporations,the legislation“definitively changes the narrative from risk mitigation to opportunity capture.”The bank estimates the legislation could add 1.7$tn to the US economy alone.INTERESTED IN EXPLORI

90、NG AN ETHICAL FRAMEWORK FOR YOUR BRAND?Interbrand is proud to have partnered with Principia Advisorythe leading advisory firm on organizational ethics.Together,we are helping forward-thinking organizations resolve their most challenging ethics problems to create legacy-level change that is integrate

91、d into organizational purpose.Moving climate from push to pull INTERESTED IN ELEVATING WHAT IT MEANS TO BE A LEADER?Interbrand is working with the United Nations Development Programme to offer a unique new service to clients.Leveraging the UNDPs unrivaled expertise in climate,nature,energy and susta

92、inable finance,Interbrands unrivaled expertise building the best global brands,and our Human Truths teams unrivaled expertise in creating the most relevant outcomes in the most agile waywe are elevating what it means to be a leaderfit for the transition and beyond that will reward people and planet.

93、Best Global Brand 2022 Report 2726 Best Global Brand 2022 Report27Nike enters the top 10 for the first time ever,with an 18%increase YOY and a brand value of 50,289$marguably the most inclusive brand on the planet,built from a core belief that everyone is an athlete.Nikes stance on inclusioncelebrat

94、ing life through sport captures the zeitgeist and stands in direct contrast to the status quo in which outdated ideals,apathy and historic legacy have led to a divide that many brands have unwittingly perpetuated.Sarah Reinertsen is a former Paralympian who had to wear special medical footwear for y

95、ears,which she says made her feel othered.Sarah is also a designer at the FlyEase Innovation team at Nike,which has developed Nikes first universally designed shoerather than using straps or laces,it simply hinges open and closed,so the wearer just needs to slip their foot in and push down.Sarah sai

96、d:“I was really tired of being told those are the shoes that are for you because you have a disability,so I think weve been very deliberate in that we might be designing for people with disabilities,but this shoe is for everybody,she says.There are many slip-on shoes on the market,but the FlyEase li

97、ne is designed with both fashion and the needs of people with disabilities in mind.The Go FlyEase is proof that universal design can actually lead to a product thats better for everyoneto that end the brand quickly sold out of the Go at launch in February 2021 and faced some criticism from the disab

98、led community as it quickly sold out.While Nike never intended artificial scarcityit supplied tens of thousands of pairs for launch the company had to quickly address shortages.Inclusive by Design FIND OUT MOREInterbrands Inclusive Design practice works with its talent,partners and clients to break

99、down the design divide,by removing barriers across every brand experience.Every touchpoint of a customer journey has the potential to make life better.As a result of their efforts,brands who champion a wider spectrum of human need are starting to experience some key benefits.So,with a view to future

100、-proofing ourselves,our societies and our economies,we want to help our clients move from passive to purposeful in their inclusivity efforts.Best Global Brand 2022 Report 2928 Best Global Brand 2022 ReportFor the first time ever,the total brand value of the Best Global Brands has reached over$3 tril

101、lion.To be precise,the overall value of the Top 100 brands is$3,088,930m,a 16%rise from 2021($2,667,524m).This year sees the fastest rate of brand value growth ever recorded,demonstrating the growing contribution a companys brand has in driving its economic success.While financial markets have shown

102、 significant swings over the last few years,the value of the worlds strongest brands have steadily increased,driving customer choice,loyalty and margins.Top 100Best Global Brand 2022 Report 3130 Best Global Brand 2022 ReportTechnology482,215408,25118%1 1 Technology278,288210,19132%2 3 Technology274,

103、819249,24910%3 2 Technology251,751196,81128%4 4 Technology87,68974,63517%5 5 Automotive59,75754,10710%6 7 Beverages57,53557,4880%7 6 Automotive56,10350,86610%8 8 Media50,32544,18314%9 10 Sporting Goods50,28942,53818%10 11 Top 10 Brands2022Brand Value(USD M)2021Brand Value(USD M)Rank2022/2021%Change(

104、CY)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 in customers lives,along with their brand value and market cap.Its increasi

105、ngly difficult to fit the Top 10 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 andmore recentlyThrive.Rumor has it that soon

106、it may help us Move,too.Google helps us get many jobs done,like Learn,Connect,Moveand even Dwell.Nikenot a FAANGhelps us Thrive and Express ourselves.We can think along the same lines for the likes of Microsoft or Disney.Ultimately,these organizations are building businesses around their brand(in co

107、ntrast to the traditional approach of building brand around a product)and its setting them apart from the rest of the pack.Best Global Brand 2022 Report 3332 Best Global Brand 2022 Report0515 25+18%482,215$m+6%48,647$m+23%30,660$m+32%48,002$m+32%29,259$m+10%274,819$m+11%46,331$

108、m+27%27,398$m+28%251,751$m+21%44,508$m+14%24,335$m+17%87,689$m+14%41,298$m+16%24,268$m02+32%278,288$m069191020+10%59,757$m+14%36,516$m0%57,535$m-5%34,538$m+10%56,103$m+3%34,242$m+14%50,325$m-8%32,916$m+18%50,289$m+5%31,497$mBest Global Brand 2022 Report 3534 Best Global Brand 2022 Report3

109、34443545+15%20,412$m+1%19,622$m+19%15,931$m+4%19,093$m+17%15,747$m+23%18,694$m+3%15,487$m+14%17,314$m+4%15,061$m+23%16,125$m2636462737472838482939493040+7%22,837$m+17%17,311$m+11%14,976$m+16%22,117$m+17%17,258$m+11%14,958$m+9%21,928$m+19%17,058$m+10%14,819$m+9%21,164$m+16%14,526$m+23%20,4

110、17$m+9%16,375$m50+12%14,431$m+18%16,989$m5536373546474556575+10%12,212$m-4%10,211$m+13%11,884$m+5%10,130$m+3011,846$m-3%9,528$m+17%9,521$m+9%11,247$m+31%9,365$mNew11,547$m56665767586859696070-8%12,985$m+18%11,039$m+4%12,981$m+3%10,921$m+3%12,915$m+16%10,676$m+6%12,801$m+8%10,505$m+4%12,76

111、7$m+6%10,324$m+8%14,050$m-1%13,832$m+15%13,504$mNew13,416$m+21%13,359$mBest Global Brand 2022 Report 3736 Best Global Brand 2022 Report884948595+19%7,595$m+9%6,337$m+11%7,518$m+3%6,130$m+14%7,397$m+15%6,111$mNew7,326$m+12%6,089$m+10%7,171$m+5%6,003$m7686967787977888987989998090100+11%9,01

112、5$m+7%6,634$m+14%5,917$m+27%8,919$m+9%6,612$m-15%5,828$m+1%8,747$m+19%6,552$m+10%5,593$m+8%8,166$m+21%6,548$m+7%5,579$m+12%7,764$m+3%6,486$m+19%5,491$mBest Global Brand 2022 Report 3938 Best Global Brand 2022 ReportThe Fastest RisersTop 15 Risers2022Brand Value(USD M)2021Brand Value(USD M)2022Rank/C

113、hange%Change(CY)278,288210,19132%2 1 48,00236,27032%12 2 29,25922,109 32%22 0 9,3657,16031%75 1 11,8469,08230%63 8 251,751196,81128%4 0 18,69415,17423%34 0 44,50836,76621%14 1 13,359 11,047 21%55 5 6,5485,41621%89 5 8,9197,02427%77 0 27,39821,60027%23 0 30,66024,83223%21 0 16,12513,06523%41 9 20,417

114、16,65623%30 3 The fastest risers in 2022(in terms of brand value%change,year-on-year)significantly outperformed the fastest falling brands on three Brand Strength factorsDirection,Agility and Participation.Directionthese brands set a clear direction,ensuring that the entire organization knows where

115、they are going,and are working towards the same ambition.Agilityhaving done this,they move fast,bringing new products and services to market and,where necessary,pivoting to address changing customer needs.Participationultimately,bringing people on a journey with them and making them part of the move

116、ment to create an engaging brand world.Microsoft,the fastest rising brand,has created a powerful stance of integrityfollowing a focused effort to drive trust in its products that enhance the human experience,rather than undermine it and focus on improving the impacts of its corporate actions across

117、all of its stakeholder groups.CEO Satya Nadella is ranked as an A+by his people,and the leadership team as a whole is ranked as an A.At Microsoft,it appears that clear direction,combined with a strong foundation of integrity,is doing exactly what it should:driving trust in the brand and increasing b

118、rand and wider stakeholder value at the same time.Tesla,whose mission is accelerating the transition to green energy,is a first mover capitalizing on the economic opportunity that the energy transmission is creating,and it is doing so in a way that drives participation.In making the right choice the

119、 desirable choice,Tesla has had an incredible year in spite of a semiconductor crisis,with$47.2 billion in revenues and 87%growth in number of vehicles delivered.It has also increased its footprint in China with the opening of a R&D center and the addition of a data center to its Gigafactory in Shan

120、ghai.The continued market strength of Teslas offerings and strong interest in upcoming launches indicate that the Tesla brand and its products enjoy a differentiated view in the consumers minds.With no production yet,there are 1.2 million Cybertruck reservations worth$80 billion.Tesla is forecasting

121、 that it will make 1.5 million vehicles in 2022,up from 930,000 in 2021.Best Global Brand 2022 Report 4140 Best Global Brand 2022 ReportAirbnb also enters the Best Global Brands ranking for the first time,after the business reached a billion cumulative guest arrivals.Interestingly,Airbnbs positive m

122、omentum is owed to a strategic shift in marketing investment to be more brand-driven and“less dependent on search engine marketing,”according to Dave Stephenson,Airbnb CFO.This shift to brand focus resulted in the“strongest ever”fourth quarter results,driven by higher revenue and increased marketing

123、 efficiency.The fact that Airbnb has become a noun and a verb all over the world proves that the brand has a truly unique offering,which is why so many people are deeply passionate about it.The brand aims to be much more than a marketplace that merely connects guests and hosts,and they intend to ach

124、ieve this by providing the ultimate service to their guests,anticipating their needs and going above and beyond(just like a good host)by offering a more personalized service.542022 Brand Value13,416$m642022 Brand Value11,547$m842022 Brand Value7,326$mNew Entrants Red Bull is a brand that pioneered t

125、he energy drinks market and birthed a new marketing concept,which is why it reigns as the category leader,with the highest market share of any energy drink in the world.Yet despite its fiercely successful product,Red Bull is known more for its brand than its product.The brand ambition reaches beyond

126、 the can aiming to create a“World of Red Bull”around athletes,events,dance and gaming,by delivering phenomenal products and extreme experiences that are filled with adventure,culture,sports and innovation.Xiaomi also enters the Best Global Brands ranking for the first time,having been a strong playe

127、r in the Best China Brands ranking for numerous years.Xiaomi pioneered the concept of top-tier hardware at a cutthroat price point,going from cult smartphone brand to mainstream player by shifting its marketing mixblending a unique business model with a distinctive marketing philosophy.The brands ai

128、m to make friends with its users has resulted in a highly engaged community base that already had a perfect understanding of the brands philosophy before it entered Western Europe in 2017.The ability to engage fans and try innovative marketing strategies,coupled with providing value based on quality

129、 products and affordable pricing,has led them make a dent in a world dominated by Samsung and Apple.Best Global Brand 2022 Report 4342 Best Global Brand 2022 ReportMethodologyInterbrands brand valuation methodology seeks to provide a rich and insightful analysis of brands,providing a clear picture o

130、f how brands are contributing to business growth today,together with a road map of activities to ensure that it is delivering even further growth tomorrow.Having pioneered brand valuation in 1988,we have a deep understanding of the impact a strong brand has on key stakeholder groups that influence t

131、he growth of businesses,namely(current and prospective)customers,employees and investors.Strong brands influence customer choice and create loyalty;attract,retain,and motivate talent;and lower the cost of financing.Our brand valuation methodology has been specifically designed to take all of these f

132、actors into account.Interbrand was the first company to have its methodology certified as compliant with the requirements of ISO 10668(requirements for monetary brand valuation)and played a key role in the development of the standard itself.There are three key components to all of our valuations:an

133、analysis of the financial performance of the branded products or services,the role the brand plays in purchase decisions,and the brands competitive strength.For a more in-depth view,visit .Financial DataRefinitiv,company annual reports,investor presentations and analyst reportsSocial Media AnalysisT

134、ext Analytics and Social Listening by InfegyConsumer Goods DataGlobalData(brand volumes and values)ESG DataRefinitivBest Global Brand 2022 Report 4544 Best Global Brand 2022 ReportBrand StrengthFactors INTERNAL FACTORSLeadershipDirectionThe degree to which there is a clear purpose and ambition for t

135、he brand,a plan to deliver on them over time,and a defined culture and values to guide how those plans should be executed.AlignmentThe degree to which the whole organization is pulling in the same direction,committed to the brand strategy and empowered by systems to execute it across the business.Em

136、pathyThe degree to which the organization is in tune with customers and wider stakeholders,actively listening to and anticipating their evolving needs,beliefs and desires,and responding effectively and appropriately.AgilityThe speed to market that a company demonstrates in the face of opportunity or

137、 challenge,enabling it to get ahead and stay ahead of expectations.EXTERNAL FACTORS EngagementRelevanceDistinctivenessThe existence of uniquely ownable signature assets and experiences that are recognized and remembered by customers and difficult to replicate.PresenceThe degree to which a brand feel

138、s omnipresent to relevant audiences,is talked about positively,and is easily recalled when a customer has a need in the brands category.CoherenceThe degree to which customer interactions,while varying depending on channel and context,remainauthentic to the brands narrative and feel.TrustThe extent t

139、o which a brand is seen to deliver against the(high)expectations that customers have of it,is perceived to act with integrity and with customers interests in mind.ParticipationThe degree to which the brand has the ability to draw in customers and partners,create a sense of dialogue and encourage inv

140、olvement and collaboration.AffinityThe degree to which customers feel a positive connection with the brand,based on the functional and/or emotional benefits provided,and/or a sense of having shared values.Best Global Brand 2022 Report 4746 Best Global Brand 2022 ReportEnter the New Decade of Possibi

141、lity with InterbrandJoin us for one of the following workshopsCLIMATE:A CALL TO ACTIONAt Interbrand,we recognize the urgent need for systemic change.To that end,we are applying our expertise to rebrand the climate crisis.Join our program,in conjunction with the United Nations Development Programme,t

142、o build a coalition of like-minded brands and people,with the aim of ensuring the well-being of future generations.A FLAG IN THE FUTURE The complex challenges of the present require leaders of the future.To create hope in the face of anxiety,we need leaders who are willing to build relationships wit

143、h customers that will change the world.Join us to assess how your brand can lead from the future.Use the time to set a worthy purpose and a powerful ambition that will steer your brand through turbulence and chaos.ENGAGEMENT AND EXPERIENCE The battle for customers is increasingly won and lost in the

144、 everyday brand experience.Its more vital than ever to work with customers and employees as collaborators,co-creators and innovators,optimizing,aligning and transforming the experience,creating faster brand impact that customers can see and feel every day.Working with your customers to develop moves

145、 that capture their imagination,and build synergistic relationships,drives new relevance,engagement and leadership to increase revenue and growth.RELEVANCE:A SENSE OF BELONGING In times of crisis,there is also great opportunity.Learn to demystify the narrative,mobilize and capture the spirit of the

146、age.Explore how to enroll your customers as active participants,constituents in your coalition,rather than viewing them as just consumers.HEARTBEAT SESSIONS:EXPLORE WHAT MAKES US HUMAN Explore problems facing brands from a new perspective:the perspective of the customer.Experience relevant brand ideas born from human truths.Bring customer inspiration into your boardroom,accelerate change around clear customer needs,and create stakeholder alignment at speed.Contact:Gonzalo BrujGlobal Chief Executive O48 Best Global Brand 2022 Report