Apple entró al 2022 y consiguió un 35% de incremento en su valor, llegando a un estimado en el mercado de 3 billones de dollars. Así consolidated its title of the highest brand value ever recorded in the Brand Finance Global 500 ranking, followed by other technological companies such as Amazon and Google.
El impactante éxito de Apple This is due not only to iPhone sales, which represent half of the brand’s sales, but also to the increasing popularity of its other products: the new generation of iPads, the introduction of AirTags and streaming services. Apple TV.
A la compañía creada por Steve Jobs le sigue muy de cerca Amazon, which crossed the market value of 300,000 million dollars with an increase of 38% to 350,300 million, sorting out the problems of the global supply chain and the shortage of labor in the process. Since June 2021, it has hired 133,000 new employees and recently announced plans to hire another 125,000 workers per hour in anticipation of continuous growth.
Amazon it is characterized by its own end-to-end supply chain through a growing fleet of trucks, vans and planes, as well as the development of its own technological equipment. Uno de los más populares es el assistant virtual que todos conocen como ‘Alexa’.
Google se encuentra en el tercer puesto de las marcas más valoradas este año, alcanzando los 263.4 mil miliones de dolares. The main source of income for the brand is advertising and it was affected at the beginning of the pandemic when advertising expenses fell due to uncertainty. Cuando los presupesuetos publicitarios se abrieron nuevamente, el negocio de Google se recuperó, lo que resultó en un aumento en el valor de la marca.
In total, 50 technological brands appear in the ranking, without embargo, the value of the brand is attributed in large measure to three large players, with Apple, Microsoft (valor de marca US $ 184.2 billion) y Samsung Group (value of the brand US $ 107.3 billion) together they represent more than 50% of the total value of the brand in the sector.
TikTok, the brand with major growth
The application of videos is revolutionizing the media and the behavior of users in social networks. Tuvo un aumento de su popularity durante la pandemia, cuando el entertainment digital, las redes sociales y los servicios de transmission experimentaron un crecimiento continuo. TikTok exceeded the mark of 1 million users in 2021 y it became the most downloaded application in Google Play Store de Android and App Store de Apple.
With an amazing growth of 215%, the brand value of the entertainment app has increased from 18,700 million dollars in 2021 to 59,000 million this year. Reclaiming the 18th place among the 500 most valuable brands in the world, TikTok es el nuevo participante más alto en el ranking Brand Finance Global 500 2022.
“The consumption of media has increased during the pandemic of COVID-19, but, in addition, the form in which we consume it has irrevocably changed. To compete in this market and evolution, the media organizations have invested much in their brands, from the acquisition of content to the experience of the user. The meteoric growth of TikTok is the proof in the pudding: the brand has gone from relative obscurity to being recognized internationally in just a few years and shows no signs of deceleration,” highlighted David Haigh, CEO of Brand Finance.
Snapchat es la marca que le sigue a TikTokregistering an increase of 84% and reaching 6.6 billion dollars. Cocoathe South Korean internet company, followed Snapchat: the value of its brand increased by 161% to $4,700 million.
Nombres como Disney, Netflix, YouTube and Spotify no se quedan atrás, pues todos registran un continuo crecimiento. Al contrario, marcas como Warner Bros, NBC y CBS ven un declive, con pérdidas del 40%, 38% y 36% respectively.