What's the most valuable brand in the world?
Interbrand and Visual Capitalist can answer that for you.
Every year, Interbrand publishes a list of the world's most valuable brands, and Visual Capitalist just published an excellent animation of the Top 10 most valuable brands over the last 22 years that really highlights how the list has evolved.
After you watch the video, think about the following:
🖥 In 2022, all five most valuable brands are tech brands: Apple, Microsoft, Amazon, Google, and Samsung (Samsung Electronics). Does this reflect our increasing reliance on technology and the role these brands play in our everyday lives? The fact these brands generate higher margins and thus have more money to invest in brand-building? Something else?
⬇️ Coca-Cola (The Coca-Cola Company) fell from being the #1 most valuable brand in the world to #7... is this because all those tech brands had more money to invest in their brands? A consumer trend toward healthier beverages that makes Coke less valuable? Both? Something else?
🍿 Disney started at #8. They moved up, down, off, and back on the list before finishing in 2022 at #9. Disney+ was launched in late 2019... can we expect the streaming service to ultimately help increase brand value for The Walt Disney Company?
📱 Facebook appeared on the list at #10 in 2016, rose to #9 in the 2017 and 2018 lists, then dropped off completely and hasn't yet returned. The Cambridge Analytica scandal came to light in early 2018, which no doubt impacted Facebook's brand value... but if that hadn't happened, where might Facebook appear on the list today?
👟 Nike popped onto the list in 2022 in the #10 spot. What do you drove their appearance on the list and do you think the brand can maintain and grow its relative brand value over the next decade?
I find these lists interesting, but what really fascinates me is the WHY behind each brand's rankings, how they change over time... and what we can learn as a result.