The Top 100 Most Valuable Brands in 2022
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Given the elusive nature of brands, determining a brand’s financial value is a difficult task.
Despite a brand’s intangibility, it’s hard to deny just how effective a strong one can be at boosting a company’s bottom line.
With this in mind, Brand Finance takes on the challenge of identifying the world’s most valuable brands in the world in its annual Global 500 Report. The graphic above, using data from the latest edition of the report, highlights the top 100 most valuable brands in 2022.
Editor’s note: This ranking measures the value of brands, which can be thought of as marketing-related intangible assets that create a brand identity and reputation in the minds of consumers. It attempts to measure this in financial terms, calculating what the brand is worth to the company that owns it. For more information on methodology, calculations, and sourcing, go to the bottom of this article.
A Full Breakdown of the Most Valuable Brands
With an increase of 35% since last year’s report, Apple retains its top spot on the ranking as the world’s most valuable brand, with a total brand value of $335.1 billion.
This is the highest brand value ever recorded in the history of the Global 500 report, which has been published each year since 2007.
As one of the world’s largest tech companies, Apple dominates the smartphone market, especially in the U.S., where more than 50% of operating smartphones are now an iPhone.
Here’s a complete list of the 100 most valuable brands according to the report:
|Rank||Brand||2022 Brand Value ($B)||Country||Sector|
|1||Apple||$355.1||United States||Tech & Services|
|2||Amazon||$350.3||United States||Retail & Consumer Goods|
|3||$263.4||United States||Media & Telecoms|
|4||Microsoft||$184.2||United States||Tech & Services|
|5||Walmart||$111.9||United States||Retail & Consumer Goods|
|6||Samsung Group||$107.3||South Korea||Tech & Services|
|7||$101.2||United States||Media & Telecoms|
|8||ICBC||$75.1||China||Banking & Insurance|
|9||Huawei||$71.2||China||Tech & Services|
|10||Verizon||$69.6||United States||Media & Telecoms|
|11||China Construction Bank||$65.5||China||Banking & Insurance|
|13||$62.3||China||Media & Telecoms|
|14||Agricultural Bank Of China||$62.0||China||Banking & Insurance|
|16||State Grid||$60.2||China||Energy & Utilities|
|17||Deutsche Telekom||$60.2||Germany||Media & Telecoms|
|18||TikTok/Douyin||$59.0||China||Media & Telecoms|
|19||Disney||$57.1||United States||Media & Telecoms|
|20||Home Depot||$56.3||United States||Retail & Consumer Goods|
|21||Ping An||$54.4||China||Banking & Insurance|
|22||Taobao||$53.8||China||Retail & Consumer Goods|
|23||Shell||$49.9||United Kingdom||Energy & Utilities|
|24||Bank of China||$49.6||China||Banking & Insurance|
|25||Tmall||$49.2||China||Retail & Consumer Goods|
|26||AT&T||$47.0||United States||Media & Telecoms|
|27||Tencent||$46.7||China||Media & Telecoms|
|29||Starbucks||$45.7||United States||Food & Bev|
|30||Allianz Group||$45.2||Germany||Banking & Insurance|
|31||Aramco||$43.6||Saudi Arabia||Energy & Utilities|
|32||Moutai||$42.9||China||Food & Bev|
|34||China Mobile||$40.9||China||Media & Telecoms|
|35||NTT Group||$40.7||Japan||Media & Telecoms|
|36||McDonald's||$39.7||United States||Food & Bev|
|38||UPS||$38.5||United States||Energy & Utilities|
|40||Costco||$37.5||United States||Retail & Consumer Goods|
|41||Bank of America||$36.7||United States||Banking & Insurance|
|42||Marlboro||$36.3||United States||Retail & Consumer Goods|
|43||accenture||$36.2||United States||Tech & Services|
|44||Coca-Cola||$35.4||United States||Food & Bev|
|45||Citi||$34.4||United States||Banking & Insurance|
|47||$33.5||United States||Media & Telecoms|
|48||Lowe's||$33.4||United States||Retail & Consumer Goods|
|49||Nike||$33.2||United States||Retail & Consumer Goods|
|51||Xfinity||$31.3||United States||Media & Telecoms|
|52||Chase||$30.1||United States||Banking & Insurance|
|53||Wells Fargo||$30.1||United States||Banking & Insurance|
|54||Deloitte||$29.8||United States||Tech & Services|
|55||PetroChina||$29.7||China||Energy & Utilities|
|56||Netflix||$29.4||United States||Media & Telecoms|
|57||Oracle||$29.1||United States||Tech & Services|
|58||JP Morgan||$28.9||United States||Banking & Insurance|
|59||Wuliangye||$28.7||China||Food & Bev|
|60||Target||$28.3||United States||Retail & Consumer Goods|
|62||CSCEC||$27.4||China||Energy & Utilities|
|63||American Express||$27.2||United States||Banking & Insurance|
|64||JD.com||$27.2||China||Retail & Consumer Goods|
|65||VISA||$27.1||United States||Banking & Insurance|
|66||Cisco||$26.6||United States||Tech & Services|
|67||CVS||$26.2||United States||Retail & Consumer Goods|
|68||FedEx||$26.0||United States||Energy & Utilities|
|69||Intel||$25.6||United States||Tech & Services|
|70||Sinopec||$25.2||China||Energy & Utilities|
|71||Sumitomo Group||$25.1||Japan||Tech & Services|
|72||Hyundai Group||$25.0||South Korea||Automobiles|
|73||SK Group||$24.4||South Korea||Media & Telecoms|
|74||China Merchants Bank||$24.4||China||Banking & Insurance|
|75||Mitsui||$24.3||Japan||Energy & Utilities|
|77||Spectrum||$24.1||United States||Media & Telecoms|
|78||TATA Group||$23.9||India||Energy & Utilities|
|79||YouTube||$23.9||United States||Media & Telecoms|
|80||China Life||$23.9||China||Banking & Insurance|
|81||Louis Vuitton||$23.4||France||Retail & Consumer Goods|
|82||EY||$23.2||United Kingdom||Tech & Services|
|83||PWC||$23.2||United States||Tech & Services|
|84||Alibaba.com||$22.8||China||Retail & Consumer Goods|
|85||Uber||$22.8||United States||Tech & Services|
|86||Siemens Group||$22.4||Germany||Energy & Utilities|
|87||Dell Technologies||$22.2||United States||Tech & Services|
|88||Mastercard||$21.4||United States||Tech & Services|
|89||IBM||$21.4||United States||Tech & Services|
|90||Nestlé||$20.8||Switzerland||Food & Bev|
|91||LG Group||$20.8||South Korea||Tech & Services|
|92||Pepsi||$20.7||United States||Food & Bev|
|93||TSMC||$20.5||Taiwan||Tech & Services|
|94||Sony||$19.8||Japan||Tech & Services|
|95||General Electric||$19.7||United States||Energy & Utilities|
|96||CRCC||$19.7||China||Energy & Utilities|
|97||Walgreens||$19.7||United States||Retail & Consumer Goods|
|98||Vodafone||$19.5||United Kingdom||Media & Telecoms|
|99||Aldi||$19.2||Germany||Retail & Consumer Goods|
|100||RBC||$19.0||Canada||Banking & Insurance|
After Apple, coming in a close second is Amazon with a brand value of $350.3 billion. This is not surprising, considering the tech giant has often found itself neck-and-neck with Apple in the rankings, and has even come in first place in previous editions of the report.
One other brand worth highlighting is TikTok. The social media company saw a 215% increase in its brand value year-over-year, making it the fastest-growing brand on the entire list.
Between 2019 and 2021, the platform saw its userbase skyrocket, growing from 291.4 million to 655.9 million in just two years. If this growth continues, TikTok could reach nearly one billion users by 2025, according to projections from Insider Intelligence.
Most Valuable Sectors
Over a third of the brands on the list fall into the tech and services sector. Combined, this category has a brand value of $2.0 trillion.
|Sector||Brand Value||% of Top 100|
|Tech & Services||$2.0 trillion||36.8%|
|Media & Telecoms||$1.0 trillion||19.2%|
|Retail & Consumer Goods||$910 billion||16.8%|
|Banking & Insurance||$634 billion||11.7%|
|Energy & Utilities||$411 billion||7.6%|
Media is the second most valuable sector—19% of the top 100 brands fall under the media and telecoms sector, including Google, Facebook, and WeChat.
COVID-19 is partly the reason for this, as media consumption increased throughout the global pandemic. For example, in the first nine months of 2021, Snapchat’s daily usage grew by 77%. Despite increased traction with users, it’s worth noting the company is now feeling the sting as the real world competes for attention spans once again and advertisers begin to ghost the app due to recession jitters.
As pandemic restrictions fade out around the world, and murmurs of a global recession threaten global economic growth, next year’s report could see some big shifts in brand value.
The Geography of Valuable Brands
When looking at where these brands are based, we see that the United States and China account for 73 of the top 100 brands on the ranking. Even more surprising—just six countries make up 94% of the list.
The growth of Chinese companies on the global stage is reflected in this visualization. As a point of comparison, a decade ago, only six Chinese companies made Brand Finance’s Top 100 ranking, and none of them were in the top 30 for brand value.
Interestingly, European countries only make up 14% of the list, which is a testament to just how much Europe’s economic dominance has dwindled over the last few decades.
Back in the 1960s, Europe accounted for nearly a third of the world’s total GDP. But by 2017, it had dropped down to 16%. According to a forecast by the Pardee Center of the University of Denver, the EU’s share of global GDP is expected to drop down to 10% by 2100.
Of course, if history has taught us anything, it’s that a lot can change over the span of a century. How a ranking like this will look in coming decades is anyone’s guess.
When Will Air Travel Return to Pre-Pandemic Levels?
COVID-19 hit the air travel industry hard. But passenger traffic is slowly recovering, and by 2025, things are expected to return to ‘normal.’
When Will Air Travel Return to Pre-Pandemic Levels?
Many industries were hit hard by the global pandemic, but it can be argued that air travel suffered one of the most severe blows.
The aviation industry as a whole suffered an estimated $370 billion loss in global revenue because of COVID-19. And while air travel has been slowly recovering from the trough, flight passenger traffic has yet to fully bounce back.
Where is the industry at in 2022 compared to pre-COVID times, and when is air passenger travel expected to return to regular levels? This graphic by Julie R. Peasley uses data from IATA to show current and projected air passenger ridership.
Air Travel Traffic: 2021 and 2022
After an incredibly difficult 2020, the airline industry started to see significant improvements in travel frequency. But compared to pre-pandemic levels, there’s a lot of ground to cover.
In 2021, overall passenger numbers only reached 47% of 2019 levels. This influx was largely driven by domestic travel, with international passenger numbers only reaching 27% of pre-COVID levels.
|Passenger numbers (% of 2019)||2021||2022|
From a regional perspective, Central America experienced one of the fastest recoveries. In 2021, overall passenger numbers in the region had reached 72% of 2019 levels, and they are projected to reach 96% by the end of 2022.
In fact, the Americas as a whole has seen a quick recovery. Both North America and South America also reached above 50% of 2019 ridership in 2021, and are projected to reach 94% and 88% ridership in 2022, respectively.
On the opposite end of the spectrum, Asia Pacific has experienced the slowest recovery. This is likely due to stricter lockdowns and travel restrictions put into effect in this region (which was harder hit by SARS in 2003), especially in places like Shanghai.
Forecasting Traffic in 2023 and Beyond
While recovery has looked different from region to region, airlines are largely expected to see a full recovery to their ridership levels by 2025.
|Forecasted Passengers (% of 2019)||2023||2024||2025|
This recovery is a signifier of a much broader mindset shift, as governments continue to reassess their COVID-19 management strategies.
But while the future seems promising, IATA stressed that the forecast does not take into account the potential impact of the Russia-Ukraine conflict and other geopolitical concerns, which could have far-reaching consequences on the global economy (and travel) in the coming years.
All of the World’s Money and Markets in One Visualization (2022)
From the wealth held to billionaires to all debt in the global financial system, we look at the vast universe of money and markets in 2022.
All of the World’s Money and Markets in One Visualization
The era of easy money is now officially over.
For 15 years, policymakers have tried to stimulate the global economy through money creation, zero interest-rate policies, and more recently, aggressive COVID fiscal stimulus.
With capital at near-zero costs over this stretch, investors started to place more value on cash flows in the distant future. Assets inflated and balance sheets expanded, and money inevitably chased more speculative assets like NFTs, crypto, or unproven venture-backed startups.
But the free money party has since ended, after persistent inflation prompted the sudden reversal of many of these policies. And as Warren Buffett says, it’s only when the tide goes out do you get to see “who’s been swimming naked.”
Measuring Money and Markets in 2022
Every time we publish this visualization, our common unit of measurement is a two-dimensional box with a value of $100 billion.
Even though you need many of these to convey the assets on the balance sheet of the U.S. Federal Reserve, or the private wealth held by the world’s billionaires, it’s quite amazing to think what actually fits within this tiny building block of measurement:
Our little unit of measurement is enough to pay for the construction of the Nord Stream 2 pipeline, while also buying every team in the NHL and digging FTX out of its financial hole several times over.
Here’s an overview of all the items we have listed in this year’s visualization:
|SBF (Peak Net Worth)||$26 billion||Bloomberg||Now sits at <$1B|
|Pro Sports Teams||$340 billion||Forbes||Major pro teams in North America|
|Cryptocurrency||$760 billion||CoinMarketCap||Peaked at $2.8T in 2021|
|Ukraine GDP||$130 billion||World Bank||Comparable to GDP of Mississippi|
|Russia GDP||$1.8 trillion||World Bank||The world's 11th largest economy|
|Annual Military Spending||$2.1 trillion||SIPRI||2021 data|
|Physical currency||$8.0 trillion||BIS||2020 data|
|Gold||$11.5 trillion||World Gold Council||There are 205,238 tonnes of gold in existence|
|Billionaires||$12.7 trillion||Forbes||Sum of fortunes of all 2,668 billionaires|
|Central Bank Assets||$28.0 trillion||Trading Economics||Fed, BoJ, Bank of China, and Eurozone only|
|S&P 500||$36.0 trillion||Slickcharts||Nov 20, 2022|
|China GDP||$17.7 trillion||World Bank|
|U.S. GDP||$23.0 trillion||World Bank|
|Narrow Money Supply||$49.0 trillion||Trading Economics||Includes US, China, Euro Area, Japan only|
|Broad Money Supply||$82.7 trillion||Trading Economics||Includes US, China, Euro Area, Japan only|
|Global Equities||$95.9 trillion||WFE||Latest available 2022 data|
|Global Debt||$300.1 trillion||IIF||Q2 2022|
|Global Real Estate||$326.5 trillion||Savills||2020 data|
|Global Private Wealth||$463.6 trillion||Credit Suisse||2022 report|
|Derivatives (Market)||$12.4 trillion||BIS|
|Derivatives (Notional)||$600 trillion||BIS|
Has the Dust Settled Yet?
Through previous editions of our All the World’s Money and Markets visualization, we’ve created snapshots of the world’s assets and markets at different points in time.
For example, in our 2017 edition of this visualization, Apple’s market capitalization was only $807 billion, and all crypto assets combined for $173 billion. The global debt total was at $215 trillion.
|Asset||2017 edition||2022 edition||Change (%)|
|Apple market cap||$807 billion||$2.3 trillion||+185%|
|Crypto||$173 billion||$760 billion||+339%|
|Fed Balance Sheet||$4.5 trillion||$8.7 trillion||+93%|
|Stock Markets||$73 trillion||$95.9 trillion||+31%|
|Global Debt||$215 trillion||$300 trillion||+40%|
And in just five years, Apple nearly quadrupled in size (it peaked at $3 trillion in January 2022), and crypto also expanded into a multi-trillion dollar market until it was brought back to Earth through the 2022 crash and subsequent FTX implosion.
Meanwhile, global debt continues to accumulate—growing by $85 trillion in the five-year period.
With interest rates expected to continue to rise, companies making cost cuts, and policymakers reining in spending and borrowing, today is another unique snapshot in time.
Now that the easy money era is over, where do things go from here?
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