Best Global Brand 2022 Report — 3IntroductionThere’s little denying, we are living through a renaissance, a period in time when our understanding of the world shifts. Change is perpetual; it’s the modus operandi in which we must build and manage brands today—the macro level context in which business exists. Humanity will advance more in the next fifty years than it has in all of history—a 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 McGrath argues: 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 uncertainty, the cumulative value of the world’s 100 Best Global Brands surpasses $3 trillion for the first time—up 16% year on year; proof that strong brands have greater resilience in tough times.Are the world’s most valuable brands impervious to risk? No. The average age of the top 5 brands in our ranking is just 39.6 years vs an average of 110 years across all 100 brands. Competition is fierce, and the speed at which the world’s 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 Table. 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 look like, for the world’s biggest brands?Gonzalo BrujóGlobal Chief ExecutiveOfficer, Interbrand
Best Global Brand 2022 Report — 54 — Best Global Brand 2022 ReportOver the past decade, we’ve seen and felt the forces of a new league in business—as evidenced in our Best Global Brands ranking; companies whose growth far surpasses all competition—with no signs of slowing down. This year, the cumulative value of the top 10 brands (1,649 $bn) is greater than the combined value of the next 90 (1,440 $bn). The leaders of these super brands understand how, where and when to deploy their brand as an asset against emerging customer needs, in this landscape of perpetual, constant change.Today, the world’s most successful companies start not with product, but with brand—as 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 done)—through an extended portfolio of differentiated products and...
