Apple leads other US brands to 50% stake on Best Global Brands

By Tunde Animasaun

Again, the tech giant, Apple has retained its position as the global best brand in 2022. According to Interbrand’s Best Global Brands report, Apple has retained the number one spot for the tenth year in a row.

The list is dominated by United States brands which cornered almost half (49) of the 100 spots on the list. France and Germany had 9 brands each, Japan had 7 while the U.K registered 4 brands on the list. Italy, South Korea, and Sweden had 3 brands each while Netherlands, Spain, and Switzerland each had 2 brands. China, Denmark, and Mexico also recorded their names on the list with one brand each. unfortunately, no African brand made the list.

The report also indicated some significant movement at the top, as Microsoft takes over the number two position from Amazon. Also the sports goods giant, Nike has made it into the top ten for the first time, displacing McDonald’s, while Instagram has overtaken its sister brand, Facebook as Meta’s most valuable brand.

The top ten brands according to the report are Apple, Microsoft, Amazon, Google, Samsung, Toyota, Coca-Cola, Mercedes-Benz, Disney and Nike with a 53% combined value of the total value of the whole 100.

Commenting on the list and the implication for brands, Emma Ellis, Managing Director, Interbrand London said: “What customers now need more than ever is the ability to trust the actions of the brands they engage with, both in terms of what they say and do. Brands that lead with empathy at the forefront of what they do and how they do it, are the ones that will forge greater connections and benefit from stronger affinity.”

The criteria for determining the Best Global brands according to Interbrand are; financial performance, the role of the brand in driving purchase, and the brand’s strength, which is its ability to create sustainable demand.


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