An Argentine company enters the ranking of the 100 most prestigious brands in the world

Although behind Apple, Google and Amazon, which lead the ranking, an Argentine companymanaged to sneak in among the 100 most prestigious brands in the world.

Free market, in position 71 and with US $ 29,916 millionIt is one of “New arrivals “or recently added to the list drawn up annually by the consulting firm Kantar BrandZ.

The e-commerce company founded by Marcos Galperín, the most valuable in the country, is the only Latin American in the Top 100 and the firstborn in Argentina to access the Kantar BrandZ ranking since it was first published in 2006.

In addition to Mercado Libre, among other new companies in the ranking there are Airbnb, KFC, Aramco, Lancome and Morgan StanleyMoreover.

Valued at $ 947.1 billion, Apple tops the list. Its strengths include differentiation and diversification (hardware, software and services).

Google climbs to 2nd place and it is one of the fastest growing: its value has increased by 79% to reach 819.6 billion dollars. Work platforms and productivity apps have enabled Google to play an essential role in the lives of consumers around the world.

Third on the list is Amazon, followed by Microsoft, Tencent, McDonald’s, Visa, Facebook, Alibaba and Louis Vuitton.

The combined value of the 100 most valuable brands of the world has increased this year by 23%, reaching 8.7 billion dollars.

Thirty-seven brands improve their ranking this year. In 2022, three quarters of the brand value comes from North American companies. The Media & Entertainment, Business Solutions, Technology and Retail categories take more than half the value of the Top 100.

The brands that increased their value the most this year were: Cartier, YouTube, Google, Tesla, Hermes, Louis Vuitton, Linkedin, Tata Consultancy Services, Bank of America and JPMorgan.

New trends

The main trends highlighted by Kantar’s BrandZ ranking are:

• Microsoft, Zara and IBM lead Kantar’s new sustainability ranking.

• Tesla, Elon Musk’s company, climbed from position 47 to 29.

• Louis Vuitton is the first luxury brand to enter the Top 10 global, and reflects the growth of the category in the world, and in China in particular. Louis Vuitton records growth of 64% e becomes the first European brand to reach the Top 10 since 2010.

• The new brands in the rankings, such as Mercado Libre, come from different categories. Saudi Arabian energy and chemical brand Aramco debuts in 16th place, while Infosys, the Indian technology services brand, is in 64th place, while Mercado Libre enters in 71st place.

• Chinese brands remain strong despite the challenges posed by the pandemic e two of them are included in the Top 10: Tencent at no. 5 and Alibaba at no. 9. China is also the only market to contend with the United States for leadership in the Media & Entertainment category, with We Chat and Tik Tok.

• Leading sectors come from a mix of industries. The signs of Technology and luxury have been the ones that have grown the most, with an average of 46% and 45%. Banking and automotive brands also showed strong momentum, with their value up 34% and 30% respectively.

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