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

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

Nico Stouthart, senior partner at Kantar’s New York consultancy, and customer leader of Aramco, said: “I am delighted to see Aramco enter the global BrandZ ranking as the highest newcomer at position 16.

“This is in line with their exciting ambition to further expand their global presence by developing groundbreaking innovative technologies that will positively impact people and the communities in which they live.”

Amol Ghate, Middle East, North Africa and Pakistan Director for Kantar’s Insights Division, added: “We are delighted to see the first brand born in the region make it into the top 20 most valuable brands .”

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

Google rose to second place and was one of the fastest climbers in the rankings, with a brand equity value of 79 percent to $819.6 billion. Amazon, the top brand on last year’s list, dropped to third place with a brand value of $705.6 billion, a 3 percent increase.

The list is dominated by media, entertainment and technology companies, with Microsoft and Chinese multimedia company Tencent completing the top five. The consumer technology sector also saw the highest average growth this year (46 percent), with Nvidia at number 11 on the list, IBM at number 18 and Adobe at number 19.

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

This year’s list also reflects the relative strength of Chinese brands, two of which made it into the Top 10: Tencent at number 5 and Alibaba at number 9. China was also the only market to compete with US brands in the media and entertainment category. , with WeChat at number 5 and TikTok at number 9.

Brands with broad portfolios need to innovate and diversify their offerings to grow, Kantar said, as brands such as Apple, Google and Amazon have expanded their services into technology, entertainment and digital payments.

“Strong brand affinity supports customers’ willingness to pay and has never been more important for organizations looking to offset rising inflation,” said Martin Guerrieria, head 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 Top 100 most valuable brands is up 23 percent in the past year to $8.7 trillion, Kantar said, highlighting the importance of brand strength in navigating a troubled global economy.

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

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