The world’s top brands, aka super brands, are not just driving customer choice, loyalty and margins – they are also dominating the market and defining the very landscape of business and influencing culture too. Each year, Interbrand releases its Best Global Brands report, which gives insights into most valuable brands in the world.
For the first time ever, the total brand value of the Best Global Brands has reached over $3 trillion, a 16% rise from 2021 ($2,667,524m). The 2022 saw the fastest rate of brand value growth ever recorded, demonstrating the growth a brand can have in driving its economic success.
The top 10
The top ten global brands are experiencing extraordinary growth and have become a ‘super league’ due to their exceptional customer experiences and unwavering commitment to integrity. These companies have managed to expand their presence in various directions enhancing their value to customers while simultaneously increasing their brand value and market share.
Their success is a testament to the power of a well-rounded approach that prioritises customer satisfaction and builds a reputation for trust and reliability.
In a first-time achievement, Nike makes it to the top ten with an 18% YoY growth and a brand value of $50,289 million. The brand's inclusive philosophy, which sees everyone as an athlete, has likely contributed to its success, making it one of the most inclusive brands in the world.
These super brands are building an empire around their brand (opposed to the traditional approach of building a brand around a product) and it’s this brand awareness that sets them apart from their competition.
Having a Clear Vision
The top super brands of 2022 have a crystal-clear vision of what they want to achieve and what they stand for. They know their purpose, their mission and their values. They communicate this vision throughout their organisation, ensuring that every employee understands the direction of the company and is working towards the same ambition. The clear vision enables these super brands to move fast in multiple directions growing their fan community along with their brand value and market cap.
The CEO of Microsoft, Satya Nadella, is highly regarded by his employees earning an A+ rating, while the leadership team as a whole is also rated as an A. This positive feedback suggests that the company's commitment to transparency, along with a strong focus on ethical values, is enhancing trust in the brand and leading to growth in both the brand's value and overall stakeholder value.
Apple’s vision is to create the best user experience with their products. They want to create products that are intuitive, easy to use and aesthetically pleasing. This vision has guided them in the development of their products and has helped them to become one of the most valuable brands in the world. Apple's use of white space has been an identifier for its brand for years.
Being Agile
The top brands of 2022 are also incredibly agile. They are not afraid to pivot when necessary, to bring new products and services to market quickly and to respond to changing customer needs and situations. They move fast and are always looking for ways to innovate and improve. This agility is essential in a fast-paced and ever-changing market.
Microsoft has successfully transitioned from a software company to a cloud computing company while continuously developing new products and services to meet customers' changing needs. This flexibility has enabled them to achieve the highest growth rate among brands in 2022. And if the investment in ChatGPT is something to go by in 2023, Microsoft’s growth trajectory is going to keep skyrocketing.
The super brands of the world are a force to be reckoned with, boasting vast resources, top-notch products and powerful branding that commands attention. Even without unlimited capital, these companies find creative ways to invest in media and acquire global channels to promote their products. For instance, Nike has produced some of its most iconic ads on a shoestring budget. The strategy of investing everything into one product in the media, as Steve Jobs did, can also have a powerful impact on selling the entire product suite.
While it may seem daunting to compete with such industry titans, it is possible to adopt a similar mindset and approach to branding and positioning. It all starts with setting the intention to build a powerful brand and taking the necessary steps to make it happen. By prioritising growth branding, companies can begin to establish a solid foundation for acceleration.
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