Apple's 2022 most valuable brands Google, Samsung and Huawei enter the top 10

A new research report released by Brand Directory identifies Apple as the world's most valuable brand in 2022. The research firm calculated the brand's valuation at $355.1 billion. Please note that this valuation is calculated from the brand catalog and does not reflect the market capitalization of the brand.

The top 10 most valuable brands in the world are as follows:

1 – Apple

2 – Amazon

3 – Google

4 – Microsoft

5 – Walmart

6 – Samsung Group

7 – Facebook

8 – Industrial and Commercial Bank of China

9 – Huawei

10 – Verizon

Apple's brand valuation is up 35 percent compared to 2021, the highest of any brand the company has ever recorded.

Apple excelled in 2021, and its achievements in early 2022 highlighted that — becoming the first company to reach a market capitalization of $3 trillion. The tech giant's success has historically been honing its core brand positioning, but its recent growth can be attributed to the company's recognition that its brand can be effectively applied to a wider range of services.

The iPhone still accounts for about half of the brand's sales. This year, however, Apple has focused more on its other product suite, including a new-generation iPad, an overhaul of the iMac, and the launch of AirTags. Its range of services, from Apple Pay to Apple TV, has also grown and become increasingly important to the brand's success.

Google ranks third most valuable brand.

Google's brand value also grew 38 percent to $263.4 billion. The vast majority of the brand's revenue depends on advertising and was hurt at the start of the pandemic as ad spending declined due to uncertainty. However, as the world adjusts to the new normal, and as people spend more and more time online, advertising budgets reopen, Google's business has rebounded, resulting in a healthy boost in brand value.

Samsung Group ranks sixth and is the only Korean brand to be listed in the top 25 most valuable brands.

South Korea-based Samsung Group's brand value reached $107.3 billion in 2022, up 5 percent from last year, allowing it to defend its longstanding position as the most valuable brand in the Asia-Pacific region, even as it fell to No. 6 globally, being overtaken by Walmart. WeChat remains the most powerful brand in the region and even globally.

Samsung's revenue has increased due to the launch of new products. Amid the global supply chain crisis and strong demand for memory chips, the brand outpaced its competitors with high revenues in the chip manufacturing business. In addition, to meet consumer demand, Samsung is building a new $17 billion computer chip factory in Texas. The tech giant has also expanded its electronics, introducing a new line of portable devices as well as kitchens and home appliances.

Huawei ranked ninth in 2022, bouncing back from 21st in 2021. Huawei's performance is certainly much better than since the beginning of the US ban.

Huawei successfully returned to the top ten most valuable brands in the world, growing 29% to $71.2 billion. Huawei's smartphone business has been hit hard by U.S. sanctions, but it has reacted positively, aggressively ramping up investment in domestic technology companies and research and development, and shifting its focus to cloud services.

Finally, TikTok is the fastest growing brand in the world.

TikTok's brand value has tripled over the past year, making it the fastest growing brand in the world. With a staggering 215% growth, the entertainment app's brand value has increased from $18.7 billion in 2021 to $59 billion this year. Ranked 18th on the World's 500 Most Valuable Brands, it is the highest new entrant in Brand Finance's 2022 Global 500 rankings.

Throughout 2021, as COVID-19 restrictions remain in effect globally, digital entertainment, social media, and streaming services continue to grow, and the rise of TikTok is a testament to how media consumption is changing. The app's popularity spread across the globe due to its ability to provide content that is easy to digest and entertain, but it also acts as a creative conduit and provides a way for people to get in touch during lockdown.