APPLE REGAINS WORLD'S MOST VALUABLE BRAND STATUS WHILE CANADIAN BANKS SHOOT UP THE RANKINGS

TORONTO, June 15, 2022 /CNW/ - Apple sits on top of the Kantar BrandZ Most Valuable Global Brands 2022 ranking and is on track to become the first trillion-dollar brand. With a brand value of $947.1bn USD, Apple stands out for its high degree of differentiation and continued diversification across its hardware, software and services portfolio. Google moves up to second place and is one of the fastest risers in the ranking, increasing its brand value by 79% to $819.6bn USD. Google's suite of work and productivity apps have made it an essential part of consumers' lives worldwide.

The combined value of the world's Top 100 most valuable brands has increased by 23% to $8.7 trillion USD over the past year, highlighting the importance of brand strength in navigating an unsettled global economy.

Thirty-seven brands improved their ranking this year. In 2022, over three quarters of brand value originated from US companies. Media & Entertainment, Business Solutions & Technology Providers and Retail categories account for over half of the total value of the Top 100 ranking.

Kantar BrandZ Top 10 Most Valuable Global Brands 2022
Rank 2022	Rank change	Brand	Country of Origin	Brand Value 2022 ($Mil USD)	Brand Value 2021 ($Mil USD)	% Brand Value Change 2022 vs 2021
1	1	Apple	US	947,062	611,997	55 %
2	1	Google	US	819,573	457,998	79 %
3	-2	Amazon	US	705,646	683,852	3 %
4	0	Microsoft	US	611,460	410,271	49 %
5	0	Tencent	China	214,023	240,931	-11 %
6	3	McDonald's	US	196,526	154,921	27 %
7	1	Visa	US	191,032	191,285	0 %
8	-2	Facebook	US	186,421	226,744	-18 %
9	-2	Alibaba	China	169,966	196,912	-14 %
10	11	Louis Vuitton	France	124,273	75,730	64 %

Three Canadians brands appeared in the 2022 ranking. RBC (Royal Bank of Canada) continues to command the position of the most valuable Canadian brand, coming in at #57. Valued at $39.5bn USD (a 43% increase from last year), RBC moved up six positions in the Global Top 100 and is now in second position among Global Banks.

TD retains its position as the second most valuable Canadian brand, and with a value of $29.7bn USD (up 47% from 2021), it ranks as the 72^nd most valuable global brand and the eighth most valuable bank. It was among the fastest risers in the study, moving up 18 positions in the ranking.

Kantar BrandZ Top 10 Most Valuable Bank Brands 2022
Rank 2022	Rank change	Brand	Country of Origin	Brand Value 2022 ($ Mil. USD)	Brand Value 2021 ($ Mil. USD)	% Brand Value Change 2022 vs 2021
1	1	Wells Fargo	US	43,052	27,995	54 %
2	1	RBC	Canada	39,522	27,607	43 %
3	2	J.P. Morgan	US	37,412	24,105	55 %
4	0	HDFC Bank	India	35,603	26,369	35 %
5	-4	ICBC	China	35,315	37,765	-6 %
6	0	Chase	US	32,098	21,830	47 %
7	3	Bank of America	US	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 %
10	N/A	Morgan Stanley	US	21,219	N/A	N/A

With a Brand Value of $20.4bn USD, Lululemon again ranks as the fourth most valuable apparel brand.

Kantar BrandZ Top 10 Most Valuable Apparel Brands 2022
Rank 2022	Rank change	Brand	Country of Origin	Brand Value 2022 ($ Mil. USD)	Brand Value 2021 ($ Mil. USD)	% Brand Value Change 2022 vs 2021
1	0	Nike	US	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 %
7	0	Puma	Germany	5,169	3,607	43 %
8	0	ANTA	China	3,772	3,005	26 %
9	N/A	Li Ning	China	3,767	N/A	N/A
10	N/A	Under Armour	US	3,284	N/A	N/A

"Our 2022 rankings demonstrate 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 world stage," observes Scott Megginson, President of Kantar Canada. "They are leaders among brands in the global Financial Services sector and the number one position is coming within reach for RBC.

"It is 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 command a premium in the market." 

Sector leaders come from a mix of industry sectors

Technology and Luxury brands grew the fastest; 46% for Consumer Technology and 45% for Luxury. Bank and Automotive brands also demonstrated impressive growth; Automotive by 34% and Banks by +30%. This compares to growth across sectors such as Apparel (20%) and Personal Care (17%). At a category level, Wells Fargo was the only new No.1 brand, moving from second to first place in the Banking category and replacing China's ICBC.

Category Leaders: Kantar BrandZ Most Valuable Global Brands 2022
Rank 2022	Category	Brand	Country of Origin	Brand Value 2022 ($M USD)	Brand Value 2021 ($M USD)	Brand Value Change
1	Alcohol	Moutai	China	103,380	109,330	-5 %
1	Apparel	Nike	US	109,601	83,709	31 %
1	Banks	Wells Fargo	US	43,052	27,995	54 %
1	Business Solutions and Technology Providers	Microsoft	US	611,460	410,271	49 %
1	Cars	Tesla	US	75,933	42,606	78 %
1	Consumer Technology	Apple	US	947,062	611,997	55 %
1	Fast Food	McDonald's	US	196,526	154,921	27 %
1	Food and Beverages	Coca-Cola	US	89,985	80,484	12 %
1	Luxury	Louis Vuitton	France	124,273	75,730	64 %
1	Media and Entertainment	Google	US	766,779	N/A	N/A
1	Personal Care	L'Oréal Paris	France	47,480	38,309	24 %
1	Retail	Amazon	US	281,695	N/A	N/A
1	Telecom Providers	Verizon	US	101,962	101,943	0 %

*In Retail, the value of Amazon includes its retail businesses only; For Media & 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 spiking inflation," explains Martin Guerrieria, Head of Kantar BrandZ. "This year's results show us the value of continued investment in brand and marketing capabilities, as a means of maximizing business returns, irrespective of market conditions."

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

• The pandemic has further accelerated growth of e-commerce in the retail category, hence brands with stronger connections to consumers were able to sustain their growth online and beyond.
• Portfolio brands that continue to innovate and diversify their offer continue to grow, especially evident with Apple, Google and Amazon, amongst others, as their services cross technology, entertainment and payment services. Brands reliant on one category or market have the greatest risk profile, whereas brands that have diversified into multiple categories and markets showed faster brand value growth in 2022 and have a better chance of above-average growth.
• To navigate a disruptive market, brands must lock down trust as a means of driving stability and safety. More than in the past, brands today must build trust on the basis of societal performance, not just product performance. Sometimes, this means a social purpose that is integrated into the entire organization. Nike is a good example with its ongoing commitment to inspire and innovate for everyone, not just high-performance athletes, particularly girls and minority communities.

"Kantar BrandZ's 2022 global report, the 17^th edition, uncovers the importance of brand-building to help survive market disruption", continues Guerrieria. "Brands are typically the biggest assets businesses have, adding massive value to the balance sheet. In uncertain times, management decisions on marketing investment can be supported by proven metrics. Kantar BrandZ's brand valuations clearly show how great marketing connects to brand value in both the short and long-term."

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

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

About Kantar BrandZ: Kantar BrandZ is the global currency when assessing brand value, quantifying the contribution of brands to business' financial performance. Kantar's annual global and local brand valuation rankings combine rigorously analyzed financial data, with extensive 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. Discover more about Kantar BrandZ here.   

About Kantar:

Kantar is the world's leading marketing data and analytics company. We have a complete, unique and rounded 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 technology, we help our clients understand people and inspire growth.

SOURCE Kantar Canada Inc.

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