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DUBAI: Saudi Aramco, one of the world’s largest integrated energy and chemicals companies, is the highest-ranked newcomer to the Kantar BrandZ Most Valuable Global Brands 2022 ranking.

Worth over $99 billion, it claimed the 16th position on the list and is the only Middle Eastern company to earn a spot in the Top 20. Since its IPO in 2019, Aramco has become the l one of the largest listed companies. by market capitalization.

Nico Stouthart, a senior partner in Kantar’s consulting division in New York, and Aramco’s chief customer officer, said, “I’m thrilled to see Aramco enter the BrandZ Global Rankings as the highest newcomer to the 16th position.

“It fits perfectly with their exciting ambition to strengthen their global presence by developing innovative technologies that will have a positive impact on the people and communities in which they live.”

Amol Ghate, Managing Director of Middle East, North Africa and Pakistan for Kantar’s Insights Division, added: “We are delighted to see the first brand born in the region enter the top 20 brands. more valuable.

Apple has returned to the top of the list with a brand value of more than $947 billion and is on track to become the top trillion-dollar brand, according to Kantar. He added that the brand stands out for its high degree of differentiation and continued diversification in its portfolio of hardware, software and services.

Google rose to second place and was one of the fastest rising countries in the rankings, increasing its brand value by 79% to $819.6 billion. Amazon, the top brand on last year’s list, fell to third place with a brand value of $705.6 billion, an increase of 3%.

The list is dominated by media, entertainment and technology companies, with Microsoft and Chinese media company Tencent rounding out the top five. The consumer technology sector also saw the highest average growth (46%) this year, with Nvidia at No. 11 on the list, IBM at No. 18 and Adobe at No. 19.

Among the social media giants, only Facebook and Instagram entered the top 20, at #8 and #20 respectively. In the media and entertainment category, the top three Google, Facebook and Instagram were followed in the top 10 by YouTube, WeChat, Netflix, Disney, LinkedIn, TikTok and Snapchat.

This year’s list also reflects the relative strength of Chinese brands, two of which were in the Top 10: Tencent at No. 5 and Alibaba at No. 9. China was also the only market offering competition to American brands in the category. media and entertainment. , with WeChat at No. 5 and TikTok at No. 9.

Brands with a large portfolio need to innovate and diversify their offerings to grow, Kantar said, as evidenced by brands such as Apple, Google and Amazon that have expanded into technology, entertainment and digital payment. .

“Strong brand affinity underpins a customer’s willingness to pay and has never been more important for organizations looking to offset soaring inflation,” said Martin Guerrieria, director of Kantar BrandZ. .

“This year’s results show us the value of continued investment in branding and marketing capabilities as a means of maximizing business returns, regardless of market conditions.”

The combined value of the world’s 100 most valuable brands grew 23% to $8.7 trillion over the past year, Kantar said, underscoring the importance of brand strength in navigating a unstable global economy.

This year, brands had to surpass a total valuation of $21.219 billion to earn a spot on the list and qualify as one of the world’s biggest brands, a threshold that has more than quadrupled since the list began in 2006. .

Cathy W. Howerton