The reporter learned from the Shenzhen Federation of industry that on January 26, brand finance, the only brand valuation and strategy consulting company that released the global top 500 brand values at the world economic forum in Davos, released the global top 500 brand values in 2022. Wechat won the title of “the world’s strongest brand” for a second time, with a brand strength index (BSI) score of 93.3 (out of 100) and a brand rating of AAA +.
wechat won the title of the world’s strongest brand
Brand finance determines the relative strength of the brand by evaluating the Balanced Scorecard of marketing investment, stakeholder equity and business performance. Through ISO 20671 certification, brand finance’s assessment of stakeholder interests covers the original market research data of about 100000 respondents from 35 countries and nearly 30 industries.
According to these standards, wechat has been the strongest brand in the world. Wechat plays an indispensable role in China’s daily life. Its comprehensive services enable users to send messages, video calls, order meals and shop. It also plays an indispensable role in the fight against New Coronavirus pneumonia in China. More than 700 million people use their services to book vaccination and nucleic acid testing. According to the research data of brand finance, due to the wide application of wechat in people’s daily life, it has achieved high scores in the two indicators of “reputation” and “consideration” among Chinese consumers.
Consistent with the trend of brand value ranking, four of the top five brands in brand strength came from the media industry, while only two before the outbreak began. Following wechat, Google climbed from 39th to 3rd with 93.3 brand strength score, followed by Google’s YouTube video sharing website, which rose from 27th to 4th with 93.2 brand strength score. South Korean brand naver jumped 99 places with a brand strength score of 92.5, ranking among the top five.
the technology sector is still the industry with the most brand value
The technology industry has once again become the most valuable industry among the global brand value 500 of brand finance, with a cumulative brand value of nearly $1.3 trillion. Technology brands are becoming more and more important in the modern world, a trend reinforced by the covid-19 epidemic.
There are 50 technology brands on the list, but the brand value is mainly concentrated in the three major technology giants, apple, Microsoft (brand value $184.2 billion) and Samsung Group (brand value $107.3 billion), which together account for more than 50% of the total brand value of the industry.
Followed by Huawei, which ranked No. 9 on the list, its brand value increased by 29% to US $71.2 billion, and successfully re ranked among the top 10 global brand values. Although Huawei’s smartphone business was severely hit by US sanctions, Huawei still maintained a good performance by increasing investment in domestic Chinese technology companies and R & D and shifting its business focus to cloud services.
the United States and China still dominate
At the national level, American and Chinese brands continue to dominate the global brand value 500 of brand finance. More than two-thirds of the brand value in the ranking comes from these two countries. The total brand value of American brands accounts for 49% (US $3.9 trillion) and that of Chinese brands accounts for 19% (US $1.6 trillion). China Industrial And Commercial Bank Of China Limited(601398) continues to be the most valuable brand in China with a value of US $75.1 billion, ranking eighth among the top 500 global brand values.
The plight of the real estate industry has slowed down the growth of China’s brand value to a certain extent. Among the 10 brands with the fastest decline, 6 are Chinese real estate companies, while Evergrande real estate completely withdrew from the list of brand finance’s top 500 global brand values.
At the same time, Chinese auto brands bucked the trend. Byd Company Limited(002594) (brand value $6.4 billion) has become the fastest growing brand in the industry with a 100% growth rate. Byd Company Limited(002594) focus on the electric vehicle sector. Due to the rapid growth of this sector in the Chinese market, the sales volume of the brand increased by 232% in 2021, and nearly 600000 electric vehicles were sold. Haval (brand value $6.1 billion) became the second fastest growing brand in the automotive industry with an increase of 55%.
In the past year, the brand value of jitter has been two times. In the latest report released today, it is rated tiktok as the fastest growing brand in the world. With a staggering 215% growth, the brand value of this entertainment social software has increased from $18.7 billion in 2021 to $59 billion this year. Brand finance is the new brand with the highest ranking among the global top 500 brand values in 2022.
David Hagrid, chairman of brand finance, said that during the covid-19 epidemic, the overall media consumption increased, but more importantly, the way we consume media has undergone irreversible changes. In order to compete in this growing market, media companies have invested a lot of money in their brand building, from content acquisition to user experience. Tiktok’s tiktok is proving to be a good sign that the tremble has been relatively unknown to the public in just a few years and seems to have slowed down.
Apple tops the list with record brand value
Apple’s brand value increased by 35% to US $355.1 billion, ranking first among the global brand value 500 of brand finance. Due to its outstanding performance in 2021, apple became the first company with a market value of $3 trillion in the world in early 2022. The success of this technology giant has always been to hone its core brand positioning; But the recent growth can be attributed to Apple’s recognition that its brand can be effectively applied to a wider range of services.
The iPhone still accounts for about half of Apple’s sales. However, this year, apple paid more attention to the development of other products, including the launch of a new generation of iPad, IMAC and airtags. Apple’s service range, from Apple pay to Apple TV, Apple TV, is also growing, and has a greater and greater impact on the success of its brand.
The annual brand finance brand protection index has been expanded to rank the world’s 250 CEOs this year. This year’s best brand guardian is Satya NADELLA of Microsoft. Mr. NADELLA has also become the chairman of Microsoft this year. He has completely changed the fate of Microsoft by transforming Microsoft’s corporate culture into teamwork, innovation and inclusiveness, and instilling sustainable growth thinking in the whole enterprise.
At the national level, the 2022 brand guardian index reflects the trend of the global brand value 500 ranking of brand finance in 2022, that is, the United States and China are in the leading position. There are 47 CEOs in China, accounting for 19% of all the lists, including leaders in their respective industries: Wei Jianjun (No. 3) in Great Wall Motor Company Limited(601633) automobile list, Ma Huateng (No. 4) controlled by Tencent in media list, Xin Baoan (No. 13) of China home appliance network in public utilities list, Pan Gang (No. 36) of Yili in food list, Wang Wei (No. 58) of Shunfeng in logistics list, etc.
