Interbrand published its ranking of Best Global Brands 2022 by brand value and in millions of dollars. In the Top Ten, the consulting firm points out the increasing difficulty of encompassing companies like Apple or Google by categories, but they recognize that this difficulty is resolved when they are looked at from the perspective of customers and the aspects of their lives related to those brands. Apple, they explain, helps us connect, do, belong, play, pay and, more recently, prosper, and it could soon help us move. Google, for its part, helps us do jobs like learn, connect, move, and even live. We can think of Microsoft or Disney in the same way. In short, these organizations build businesses around their brand, in contrast to the traditional approach of creating a brand around a product, and that sets them apart from other companies.

Top Ten / Brand value (in millions of dollars)

Apple 482.215
Microsoft 278.288
Amazon 274.819
Google 251.751
Samsung 87.689
Toyota 59.757
Coca Cola 57,535
Mercedes Benz 56.103
Disney 50.325
Nike 50.289