Apple has leapfrogged Google and Amazon to be crowned 2022’s most valuable brand, according to the Kantar’s BrandZ 2022 Top 100 ranking.

The tech giant, which last topped the ranking in 2015, has a brand value of $947bn, an increase of 55% compared to last year, meaning it is “on course” to become the world’s first trillionaire brand.

Last year’s number one spot holder, Amazon, has dropped to third place after seeing a modest 3% increase to £706bn. While Google jumps into second place with a brand value of $820bn, up 79% on 2021.

BrandZ global head of research, Martin Guerrieria, tells Marketing Week there has been a “higher rate” of growth across all categories this year, but particularly consumer technology, which has increased 172% over the past three years. Meanwhile, business solutions is up 113%, media and entertainment has increased 106% and luxury has seen a leap of 103%.

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