Nine of the world’s 20 most valuable Business Solutions and Technology brands improved their social responsibility perceptions over the past year, according to our latest Kantar BrandZ Most Valuable Global Brands 2022 report.
Overall, the value of the top 20 B2B tech brands reached more than $2 trillion in 2022, with Microsoft retaining its title as the sector’s most valuable brand. Increased demand for digital technologies, digitised data and work-from-home solutions also helped bolster brand value in a market which has seen one of the fastest rates of growth of all categories over the last three years - 113% overall. Within the list of the Top 100 Most Valuable Global brands, Business Solutions and Technology organisations make up almost a quarter (23) of the ranking.
Microsoft’s impressive 49% year-on-year growth, is, in part, due to its investment in sustainability. Examples include working towards clear sustainability commitments by 2030, and launching Microsoft Cloud for sustainability to provide comprehensive, integrated, and automated sustainability management for its customers. Compared to other sectors, Business Solutions and Tech brands lead the way in the new Kantar Sustainability BrandZ Index, which shows sustainability reputation already accounts for around 5% of brand equity across the category.
Key trends highlighted in Kantar BrandZ’s analysis across the Business Solutions and Technology Sector include:
- Nine of the world’s 20 Most Valuable Business Solutions & Technology Provider brands improved their responsibility credentials in the last year: Adobe, AWS, AMD, Autodesk, Google Cloud, Infosys, Intel, Intuit and Qualcomm. The majority of these nine have improved their social and environmental perceptions.
- Microsoft retains its title as the sector’s most valuable brand. Azure, Microsoft’s cloud computing product, has continued to drive strong growth for the company during the new era of hybrid or remote working.
- Amazon Web Services valued separately in this category for the first time in 2022, continues to grow at an impressive rate, with a current value of $401.8bn attributed to its volume-based model, its impressive range of services and transparently priced cloud deals.
- NVIDIA moved closer to being one of the Top 10 Most Valuable Global Brands, rising from No.12 to No.11 in the 2022 ranking, driven by the global economy’s insatiable demand for ever faster, better graphics.
- Infosys made its debut in the Global Top 100, joining TCS as one of India’s most famous tech success stories, sitting at an impressive $33.6bn. Infosys’ core competency of enabling digital transformation has been in demand due to Covid-19 disruptions.
Rank |
Brand |
Brand Value 2022 ($ Mil.) |
Brand Value 2021 ($ Mil.) |
|---|---|---|---|
1 |
MICROSOFT |
611,460 |
410,271 |
2 |
AMAZON WEB SERVICES |
401,815 |
N/A |
3 |
NVIDIA |
124,161 |
104,763 |
4 |
IBM |
96,992 |
91,337 |
5 |
ADOBE |
92,830 |
78,524 |
6 |
ORACLE |
90,356 |
60,837 |
7 |
ACCENTURE |
82,597 |
64,734 |
8 |
SAP |
69,014 |
69,242 |
9 |
QUALCOMM |
62,439 |
48,357 |
10 |
INTEL |
62,387 |
71,937 |
11 |
CISCO |
57,026 |
46,822 |
12 |
TEXAS INSTRUMENTS |
56,123 |
49,235 |
13 |
SALESFORCE |
54,970 |
48,982 |
14 |
GOOGLE CLOUD |
52,794 |
N/A |
15 |
TATA CONSULTANCY SERVICES |
50,349 |
31,275 |
16 |
INTUIT |
49,618 |
35,869 |
17 |
AMD |
44,677 |
32,916 |
18 |
INFOSYS |
33,551 |
N/A |
19 |
DELL TECHNOLOGIES |
26,544 |
24,781 |
20 |
AUTODESK |
21,144 |
20,451 |
The business case is clear for increased attention to sustainability and responsibility strategies in this category. As businesses of all stripes turn to publishing more environmental and social impact reports as part of their annual reporting processes, the strength (or weakness) of Business Solutions brands on issues like carbon neutrality can now directly and publicly affect how well their customers meet certain responsibility benchmarks. So, customers have more incentive than ever to partner with service providers that have their own houses in order around social responsibility. In short, when Business Solutions brands do better, their partner brands do better too - and look better to boot.
The Kantar BrandZ Most Valuable Global Brands 2022 ranking, report and extensive analysis are available now via www.kantar.com/campaigns/brandz/global
