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The Top 100 Most Valuable Brands in 2022



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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:

RankBrand2022 Brand Value ($B)CountrySector
1Apple$355.1United StatesTech & Services
2Amazon$350.3United StatesRetail & Consumer Goods
3Google$263.4United StatesMedia & Telecoms
4Microsoft$184.2United StatesTech & Services
5Walmart$111.9United StatesRetail & Consumer Goods
6Samsung Group$107.3South KoreaTech & Services
7Facebook$101.2United StatesMedia & Telecoms
8ICBC$75.1ChinaBanking & Insurance
9Huawei$71.2ChinaTech & Services
10Verizon$69.6United StatesMedia & Telecoms
11China Construction Bank$65.5ChinaBanking & Insurance
13WeChat$62.3ChinaMedia & Telecoms
14Agricultural Bank Of China$62.0ChinaBanking & Insurance
16State Grid$60.2ChinaEnergy & Utilities
17Deutsche Telekom$60.2GermanyMedia & Telecoms
18TikTok/Douyin$59.0ChinaMedia & Telecoms
19Disney$57.1United StatesMedia & Telecoms
20Home Depot$56.3United StatesRetail & Consumer Goods
21Ping An$54.4ChinaBanking & Insurance
22Taobao$53.8ChinaRetail & Consumer Goods
23Shell$49.9United KingdomEnergy & Utilities
24Bank of China$49.6ChinaBanking & Insurance
25Tmall$49.2ChinaRetail & Consumer Goods
26AT&T$47.0United StatesMedia & Telecoms
27Tencent$46.7ChinaMedia & Telecoms
28Tesla$46.0United StatesAutomobiles
29Starbucks$45.7United StatesFood & Bev
30Allianz Group$45.2GermanyBanking & Insurance
31Aramco$43.6Saudi ArabiaEnergy & Utilities
32Moutai$42.9ChinaFood & Bev
34China Mobile$40.9ChinaMedia & Telecoms
35NTT Group$40.7JapanMedia & Telecoms
36McDonald's$39.7United StatesFood & Bev
37Mitsubishi Group$39.2JapanAutomobiles
38UPS$38.5United StatesEnergy & Utilities
40Costco$37.5United StatesRetail & Consumer Goods
41Bank of America$36.7United StatesBanking & Insurance
42Marlboro$36.3United StatesRetail & Consumer Goods
43accenture$36.2United StatesTech & Services
44Coca-Cola$35.4United StatesFood & Bev
45Citi$34.4United StatesBanking & Insurance
47Instagram$33.5United StatesMedia & Telecoms
48Lowe's$33.4United StatesRetail & Consumer Goods
49Nike$33.2United StatesRetail & Consumer Goods
50UnitedHealthcare$32.9United StatesHealthcare
51Xfinity$31.3United StatesMedia & Telecoms
52Chase$30.1United StatesBanking & Insurance
53Wells Fargo$30.1United StatesBanking & Insurance
54Deloitte$29.8United StatesTech & Services
55PetroChina$29.7ChinaEnergy & Utilities
56Netflix$29.4United StatesMedia & Telecoms
57Oracle$29.1United StatesTech & Services
58JP Morgan$28.9United StatesBanking & Insurance
59Wuliangye$28.7ChinaFood & Bev
60Target$28.3United StatesRetail & Consumer Goods
62CSCEC$27.4ChinaEnergy & Utilities
63American Express$27.2United StatesBanking & Insurance$27.2ChinaRetail & Consumer Goods
65VISA$27.1United StatesBanking & Insurance
66Cisco$26.6United StatesTech & Services
67CVS$26.2United StatesRetail & Consumer Goods
68FedEx$26.0United StatesEnergy & Utilities
69Intel$25.6United StatesTech & Services
70Sinopec$25.2ChinaEnergy & Utilities
71Sumitomo Group$25.1JapanTech & Services
72Hyundai Group$25.0South KoreaAutomobiles
73SK Group$24.4South KoreaMedia & Telecoms
74China Merchants Bank$24.4ChinaBanking & Insurance
75Mitsui$24.3JapanEnergy & Utilities
76Ford$24.2United StatesAutomobiles
77Spectrum$24.1United StatesMedia & Telecoms
78TATA Group$23.9IndiaEnergy & Utilities
79YouTube$23.9United StatesMedia & Telecoms
80China Life$23.9ChinaBanking & Insurance
81Louis Vuitton$23.4FranceRetail & Consumer Goods
82EY$23.2United KingdomTech & Services
83PWC$23.2United StatesTech & Services$22.8ChinaRetail & Consumer Goods
85Uber$22.8United StatesTech & Services
86Siemens Group$22.4GermanyEnergy & Utilities
87Dell Technologies$22.2United StatesTech & Services
88Mastercard$21.4United StatesTech & Services
89IBM$21.4United StatesTech & Services
90Nestlé$20.8SwitzerlandFood & Bev
91LG Group$20.8South KoreaTech & Services
92Pepsi$20.7United StatesFood & Bev
93TSMC$20.5TaiwanTech & Services
94Sony$19.8JapanTech & Services
95General Electric$19.7United StatesEnergy & Utilities
96CRCC$19.7ChinaEnergy & Utilities
97Walgreens$19.7United StatesRetail & Consumer Goods
98Vodafone$19.5United KingdomMedia & Telecoms
99Aldi$19.2GermanyRetail & Consumer Goods
100RBC$19.0CanadaBanking & 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.

SectorBrand Value% of Top 100
Tech & Services$2.0 trillion36.8%
Media & Telecoms$1.0 trillion19.2%
Retail & Consumer Goods$910 billion16.8%
Banking & Insurance$634 billion11.7%
Energy & Utilities$411 billion7.6%
Automobiles$400 billion7.4%
Healthcare$33 billion0.6%

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.

most valuable brands by country

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.

Where does this data come from?

Source: Brand Finance Global 500 Report

Important note: The values shown above are brand value calculations as opposed to market capitalization. See below for more details.

How is brand value calculated? In simple terms, the methodology for calculating “brand value” is a formula that is as follows:

Brand Strength (BSI) x Brand Royalty Rate x Brand Revenues = Brand Value

Brand Strength Index (BSI) looks at brand investment, brand equity, and brand performance. The brand royalty rate is determined based on sector. Lastly, forecast brand-specific revenues are determined based on the proportion of parent company revenues attributable to the brand in question. Brand value itself is discounted to net present value.

We recommend visiting page 94 and 99 of the report to view the full explanation of the methodology.

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Ranked: The 20 Best Franchises to Open in the U.S.

Considering factors like the cost of investment and number of locations, this graphic breaks down the best franchises in the U.S.



best franchises in the U.S.

Ranked: The 20 Best Franchises in the U.S.

The U.S. is famous for chain restaurants, franchised shops, and brand name hotels. One thing these franchises aim for is consistency in store feel, customer service, product offerings, and prices, no matter which state you’re in.

This visualization uses Entrepreneur’s annual Franchise 500 Ranking to showcase the best franchises in the U.S. worth owning, from Dunkin’ Donuts to Snap-on Tools.

The Best and How They Were Selected

The report assessed five broad categories to score the country’s famous chains:

  • Costs & fees: including franchise fee, total investment needed to open one store, and royalty fees
  • Support: including training times, marketing support, operational support, franchisor infrastructure, financing infrastructure, and litigation
  • Size & growth: including open & operating units, growth rate, and closures
  • Brand strength: including social media, system size, years in business, years franchising
  • Financial strength & stability: including franchisor’s audited financial statements

A franchise was only considered if it was actively seeking new franchisees and must have already had at least 10 units operating.

Here’s a closer look at the top 20:

RankFranchiseInitial Investment NeededGlobal Units 2022
#1Taco Bell$576K - $3.4M7,900
#2Popeyes Louisiana Kitchen$384K - $3.5M3,851
#3Jersey Mike's Subs$194K - $955K2,402
#4The UPS Store$122K - $508K5,464
#5Dunkin'$438K - $1.8M12,957
#6Kumon$67K - $146K26,527
#7Ace Hardware$292K - $2.1M5,746
#8Culver's$2.3M - $5.8M871
#9Hampton by Hilton$12.3M - $22.8M2,824
#10Wingstop$315K - $948K1,873
#11Tropical Smoothie Cafe$277K - $584K1,142
#12Arby's$629K - $2.3M3,561
#13KFC$1.4M - $3.2M26,498
#14McDonald's$1.4M - $2.5M39,696
#15Wendy's$330K - $3.7M7,049
#16Servpro$217K - $271K2,050
#17Smoothie King$264K - $1.2M1,373
#187-Eleven$125K - $1.3M81,887
#19Budget Blinds$141K - $212K1,378
#20Snap-on Tools$201K - $465K4,771

The number one franchise, Taco Bell, has been in business since 1964 and has 7,900 locations as of 2022, spanning beyond the U.S. to Canada, Australia, Europe, and other regions of the world. The average cost of investment to be a franchisee is between $576,000 to $3.4 million.

While most of the top 20 are in the food service industry, there is also one hotel, one shipping company, and a few hardware and home goods stores that make the list.

Ace Hardware (#7), for example, which specializes in home improvement goods, is actually an international franchise with close to 6,000 units. Kumon (#6) is an education center and is the only non-U.S. franchise on the list.

The Feasibility of Being a Franchisee

To get a better sense of the costs needed to start a franchise, let’s take a look at one of the most famous convenience stores in the world. Here’s a sample of the different fees involved in 7-Eleven’s initial franchisee process:

Initial Franchise Fee$0 - $1,000,000
Initial Investment$125,250 - $1,333,500
Cash Requirement$50,000 - $250,000
Veteran Incentives10-20% off franchise fee, up to $50,000; preferred interest rates and special financing
Royalty FeeVaries
Ad Royalty Fee1%
Term of Agreement15 years
Is franchise term renewable?Yes

In terms of low-cost franchises, 7-Eleven is among one of the cheapest to open, according to Entrepreneur, sometimes costing less than $150K. Other franchises with lower cost barriers of entry include UPS ($122K – $508K) and Cinnabon ($112K – $547K).

There is more to consider than cost, of course, and some franchises provide better support than others in aspects such as financing, industry training, or legal support. Popeye’s, for instance, provides in-house financing for their franchise fee, as well as connections with third-party sources to help cover equipment, inventory, payroll, and other expenses.

Looking at feasibility in regards to opportunities, some of the fastest-growing franchises include chains like Jersey Mike’s Subs and Wingstop. Here’s a closer look at the Franchise 500’s fastest growing list:

  • #1 Stratus Building Solutions
  • #2 Jersey Mike’s Subs
  • #3 Goosehead Insurance
  • #4 Signal
  • #5 Wingstop

In total there are almost 800,000 franchises in the U.S. The franchise market in the country has an economic output of over $825 billion and employs over 8.4 million people. With many of these franchises continuing to grow and seek new franchisees, there is ample opportunity in the market.

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