Apple named world’s most valuable brand

The Best Global Brands 2022 rankings saw Apple maintain the top spot for a 10th consecutive year with a value of $482.2bn, with Microsoft in second and Amazon third.

Google was ranked fourth, while Samsung, Toyota, Coca-Cola, Mercedes-Benz, Disney and Nike rounded out the rest of the top 10.

Microsoft, Tesla and Chanel all saw the greatest year-on-year increase in brand value at 32%, according to the rankings.

Airbnb, Red Bull and Chinese tech brand Xiaomi are new entrants for 2022, with Uber, Zoom and agricultural machinery manufacturer John Deere falling out of the top 100 brands.

The total value of the top 100 firms increased to $3.1 trillion, up from $2.7 trillion in 2021.

The rankings have run since 1988, and the latest version is based on Interbrand research of the period 1st June 2021 to 30th May 2022, with analysis carried out between June and September this year.

Emma Ellis, managing director of Interbrand London, said: “What customers now need more than ever is the ability to trust the actions of the brands they engage with, both in terms of what they say and do.

“Brands that lead with empathy at the forefront of what they do and how they do it, are the ones that will forge greater connections and benefit from stronger affinity.”