In 2022, the sporting goods sector is the second fastest growing sector, with 19%, behind luxury. Also, in the medium term, the second best performing sector, with a brand growth of 12% over the last five years, behind technology, 15% and ahead of financial services, 10%. In addition, sports is the second most valuable sector, behind technology, with an average value of 33.11 billion dollars. In the ranking there are other companies that have part of their strategy in sports. This is the case of Disney Media, which rose one position, up to the nineties, with a valuation of 50,325 million dollars, which represents a growth of 14%. Likewise, the beverage company Red Bull entered the ranking for the first time, in position number 64, with a valuation of 11,547 million dollars.
The total value of Best Global Brands 2022 crossed the barrier of three billion dollars for the first time, standing at exactly 3.1 billion dollars, which represents an increase of 16% compared to 2021. In addition, the sum of the value of the top 10 is equivalent to 53% of the total value of the table. According to Interbrand, this increase in the total value of the table demonstrates the increasing contribution of the brand to the economic growth of the business. While financial markets have seen major swings in recent years, the value of the world’s strongest brands has risen steadily, driving customer choice, loyalty and margins.
“As we go through a new period of economic uncertainty, the most successful brands will continue to forge strong connections with their consumers: a static business and brand offering are no longer enough,” said Interbrand’s global CEO, Gonzalo Brujó. And he added: “The most valuable brands know how to use technology to improve the experiences of consumers, becoming an integral part of their lives. The top 10 is made up of brands that challenge the norms because they build strong and exceptional relationships with their customers, allowing them to reinforce their brand equity beyond traditional products, sectors or silos; excel in areas such as leadership, empowerment and change; and with those ingredients, value arises”.
The consultant’s analysis concluded that the brands that grew the most were based on three factors: direction, agility and participation. “They move fast when launching new products and services and, when necessary, pivot to meet changing consumer needs. Finally, they captivate their community of consumers so that they join their trajectory, making them part of a movement to create a unique brand universe”, concluded Brujó.