2022年最佳全球品牌報(bào)告

GonzaloBrujó

GlobalChiefExecutiveOfficer,Interbrand

Introduction

There’slittledenying,weare

livingthrougharenaissance,

aperiodintimewhenour

understandingoftheworldshifts.

Changeisperpetual;it’sthe

modusoperandiinwhichwemustbuildandmanagebrandstoday—themacrolevelcontextinwhichbusinessexists.

Humanitywilladvancemoreinthenextfiftyyearsthanithasinallofhistory—ashiftdrivenlargelybytechnology.This

accelerationwillfundamentallyshifthowweengagewith

eachother,withbusiness,

andwiththeworldatlarge.

Renownedbusinessthinker

andleadershipscholar

Prof.RitaMcGrathargues:

IIBiginflectionmoments

changetherecipe

forsuccess.”

Butinaworldwherechangeisthenorm,whatistheinflectionpoint?Andmoreimportantly,whatdoesthenewrecipe

forsuccesslooklike,forthe

world’sbiggestbrands?

Overthepast30years,we

haveconductedthousands

ofbrandvaluationexercises,

underpinnedbyourproprietaryBrandStrengthframework,

tohelpbusinessescreate

roadmapstostrongergrowth.

Thisyear,againstabackdropofincreasedeconomicuncertainty,thecumulativevalueofthe

world’s100BestGlobalBrandssurpasses$3trillionforthefirsttime—up16%yearonyear;

proofthatstrongbrandshave

greaterresilienceintoughtimes.

Aretheworld’smostvaluablebrandsimpervioustorisk?No.

Theaverageageofthetop5

brandsinourrankingisjust

39.6yearsvsanaverageof

110yearsacrossall100brands.Competitionisfierce,andthe

speedatwhichtheworld’s

mostrelevantbusinessescan

scaleisunprecedented.Sotooistherisk.Inthetwodecades

sincewelaunchedBestGlobalBrands,only36companies

haveremainedinourTop100

Table.Morethan140have

droppedoffintheintervening

years,includingstaplebrands

suchasNokia,AOL,Yahoo!andMTV(oncesuchasignificant

presenceinsomanyofourlives).

BestGlobalBrand2022Report—3

Whatdoesthismean

forbusinesstoday?

Andhowwilltherole

ofbrandevolve?

Overthepastdecade,we’ve

Today,theworld’smost

companiesaren’tcontained

brandtodriveexponentialgrowth

seenandfelttheforcesofanew

successfulcompaniesstart

bysectors,orsilos,orswim

innewspaces,whilecontinuingto

leagueinbusiness—asevidenced

notwithproduct,butwith

lanes;theytranscendtraditional

capitalizeonexistingincremental

inourBestGlobalBrandsranking;

brand—astheircriticalgrowth

categorythinking.Builton

sectorgains.AtInterbrand,

companieswhosegrowthfar

assetandengine.Thebrand

afoundationofexceptional

wecallthisArenaThinking.

surpassesallcompetition—with

isavehiclethroughwhichthe

productsandstrongand

nosignsofslowingdown.This

businessisabletoaddressa

emotionallymeaningfulcustomer

Sohowcantheleadersof

year,thecumulativevalueof

rangeofdifferentcustomer

relationships,thesecompanies

todayandtomorrowdeploy

thetop10brands(1,649$bn)is

needs(orjobstobedone)—

moveinmultipledirections.They

theirbrandasanasset,to

greaterthanthecombinedvalueofthenext90(1,440$bn).

throughanextendedportfolio

ofdifferentiatedproductsand

services.Thesecompanies

usetheutilityandequityintheir

drivecommercialsuccess?

Theleadersofthesesuperbrands

leveragetheutilityintheirbrand

understandhow,whereand

todriveexponentialgrowth.

whentodeploytheirbrandasan

assetagainstemergingcustomer

AsManfrediRicca,Interbrand’s

needs,inthislandscapeof

GlobalChiefStrategyOfficer,

perpetual,constantchange.

pointsoutinthisreport:These

4—BestGlobalBrand2022Report

BestGlobalBrand2022Report—5

BrandsasActsof

Leadership:Anevolving

meaningsystem

Businessnowhasmoreofa

thebrandcomplementsand

roletoplayincreatingamore

fitsintotheirownmeaning

equitablesociety,inserviceofa

systems,drivingadeeper

rangeofstakeholders,including

emotionalconnectionandhigher

shareholders,employees,

relevance.Thisnotiongoes

communitiesandconsumers.

beyondwhatwehavecome

Thisburningplatformcreatesan

tocallpurpose.It’sahigher

Overthepast18monthsat

OurClimateInitiative,launched

equityinsolvingcollectivesocial

orderofBrandLeadership,

Interbrand,wehavebeen

duringBestGlobalBrandsin

challenges—andbrandbecomes

underpinnedbyflawless

investinginmakingourown

2021,hasattractedsignificant

theessentialvehicleforchange.

interactionsandfearlessactions.

Moves,designedtohelpourclientsandpartnersdothings

interest,andwithourcorporatebrandpartners,continuesto

Thebrandswhohavethe

Wecallthesesignals‘Actsof

rightanddotherightthings.

scale.Thisprogramisnowthe

potentialtothriveinthisDecade

Leadership.’Theyaretough,

We’veintroduceddedicated

largestco-creationinitiative

ofPossibilitywillbalance

oftenunapologetic,andsingular

practiceareasfocusedon

ofitskind—engagingbrands,

exceptionalexperienceand

stances;NorthStarsthatguide

BrandEthics,Environmentand

consumersandgovernments

unparalleledintegrity,inorder

acompany’sdecisionmaking

InclusiveDesign.Forthefirst

aroundtheworld.Moreand

todrivesustainablerevenue

andleadership—acrossall

time,wehaveincorporated

morecorporatemembersare

growthandprofit.Theywill

operations.Whenappliedina

quantitativeenvironmental,

joiningthiscoalitioneachweek.

dothingsrightandtheywill

contextofperpetualchange,

societalandgovernance(ESG)

haveanincreasedfocuson

theseActshaveclearpotential

dataintoourBestGlobalBrands

doingtherightthings.

toaccelerateabusiness’s

abilitytomakeinformed,timely

methodology.Wetalkmoretotheimplicationsofthisshift,

Thesesignalshelpconsumers

andrelevantdecisions—and

andwhatInterbrandisdoingto

understandwhereandwhen

inturndeliverdeeper,more

supportourclients,laterinthis

theysharecommonvalueswithabrand—andhowandwhere

meaningfulandmorepowerful

customerrelationships.

BestGlobalBrandsreport.

6—BestGlobalBrand2022Report

BestGlobalBrand2022Report—7

Alongsideourendeavorsin

andscalefasterthantheir

climateandsustainability,we

competition.TheseActsof

havebuiltanEthicspractice

Leadershipprovidetheclarity

tohelporganizationsactwith

andsenseofdirectionthat

integrity—somethingwebelieve

enableabrandtoprogressalong

willformthecoreoftrustand

atrajectorywithconfidence—

thebasisofacorporation’s

redefiningcustomerexpectation,

permissiontooperatemoving

creatingnewcategorynorms

forward.Andwehavescaled

anddeliveringIconicMoves.

ourInclusiveDesignpractice,to

helpbrandsbeasinclusiveas

AllofusatInterbrand

possibleacrosseverytouchpoint.

congratulateandcelebrateeachofthe100brandswho

Throughallofourworkin

havebeenincludedinthis

thesespaces,wehavecome

year’sBestGlobalBrands

tounderstandthatbrandswho

ranking.Andwelookforward

embraceActsofLeadership

toworkingcloselywithall

findtheyareabletotranscend

brandsasweprogressinthis

traditionalsectorseasier

DecadeofPossibilitytogether.

8—BestGlobalBrand2022Report

BestGlobalBrand2022Report—9

Introducing

Brand

Leadership

Inhismostrecentbestselling

book,1globallycelebrated

physicistandsciencestorytellerCarloRovellitellsthestoryofhowin1925ayoungman,working

aloneonaremote,windswept

NorthSeaisland,developed

aradicalinsightthatwould

transformhowwethinkabout

thenatureofthings.Histhinkingdidn’tjustrevolutionizeour

understandingoftheuniverse;italsoshapedthecourseofmoderntechnology,andreverberatesin

muchofoureverydaylife—from

newcomputersallthewaytosolarcellsandclinicaldiagnostics.TheislandwasHelgoland,andthe

youngman—whohadretreatedthereformedicalreasons—wasatwenty-four-year-oldphysicistnamedWernerHeisenberg.

Baffledbytheinnerworkings

ofatomsandimmersedin

thoseyears’philosophicaland

scientificdebates,Heisenberg

—inamomentoftruegenius—

chosetodepartabruptlyfrom

traditionalapproachesinphysicsandstartafreshfromaradicallynewangle.Heworkedfeverishlyaroundtheclocktodevelop

thatintuitionintowhatwasto

becomeabreakthroughpaper,

layingthefoundationsofquantumtheory—thegatewaytomaking

senseofourphysicalworld.

Inarecentinterview,2Rovellidescribesquantumphysicsas‘a(chǎn)nextraordinaryradicalstep.It’sthefundamentalwaywehavefoundtodescribehoweverythingworks…andyetithasamysteriousside.Itisnotintuitive.Itlooksstrange.’

1CarloRovelli,Helgoland,AllenLane,2021

2NewHumanist,2021

10—BestGlobalBrand2022Report

ManfrediRicca

GlobalChief

StrategyOfficer

Atimetounlearn

Theadventofquantumphysicsservesasareminderofthefactthat,whilechangeisperpetual,therearetimeswhenwefeel

theneedtobreakawayfrom

whatiscomfortablyintuitive

andleapahead;whenwemustchallengeourcertainties,set

asideourdeepestheldbeliefsandmakeradicaldepartures

fromwhatweknow.Aprocess,Rovellisays,of‘unlearningwhatwepreviouslylearnedrather

thanlearningnewthings.’

Alookatthecurrenteconomicdebatemakesithardnotto

thinkwe’reata‘quantum

moment,’wheremuchofwhatweknowmustbeunlearned.Shakenbylocalandplanetarycrises,ourmostfundamentalconvictionsaboutcapitalism,growthandtheveryfunctionofbusinessarerupturing.

Yesterday’sassumptionsaboutshareholdervalueasasingulargoalaretoday’srelicsofabroken

paradigm.Theroleofcompanies

isshifting—andsomustour

understandingofbrands.

Inlastyear’sBestGlobalBrands

report,wehighlightedsomeof

thecurrentcontext’schallenges.

Inequality.Economicuncertainty.

Resourcedepletion.Climate

change.Healthepidemicsand

pandemics.Overconsumption.

Humanitariancrises.Political

divisiveness.Conflict.War.

Withinthiscontext,corporations

havebeenseenasaninevitable

partofourcollectiveproblems

—enginesforconsumption

prioritizingprofitaboveallelse.

Indispensablebutharmful.And

yet,clingingontothe‘necessary

evil’consumeristparadigmseems

unviable.So,wherenext?

Toanswerthisquestion,we

mustfirstunderstandthe

rolethatbrandsmustplayin

shapingabetterpathforward.

BestGlobalBrand2022Report—11

g

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t

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p

x

E

s

n

o

i

Ingty

Surpassingfunctional,

emotionalandmoral

expectations

ectat

Theworld’smost

powerfulnarratives

Doingthings

right,doing

therightthings

e

t

Lislan

Societalchangeisnowseennotjustbyleadingthinkers,butbythepublictoo,asbeingacorefunctionofcompanies.Thebusinessofbusinessisnolongerjustbusiness.

AsarecentstudyconductedbyEdelman,aconsultancy,shows,companieshavebecomethemosttrustedtypeofinstitution,aheadofgovernment,mediaandNGOs.3

Ifthisistrue,thenbrandsare,byimplication,theworld’s

mostpowerfulnarratives.

Withtrustintraditionalinstitutionsdwindling,itistogreatbrands

thatmanyofuslookupfor

trueleadershipinandbeyondcrisis.Weseethemasbeaconsofchange,andexpectthem

tobeaboutmuchmorethan

themarketingofanoffer.

3.EdelmanTrustBarometer,2022.

Soifbusinesseshavenever

beensocentraltosocieties,then

brands—theconstructsaround

whichtrustisformed—havenever

beensocentraltobusinesses.

Overthepastdecade,ourstudy

oftheworld’smostvaluable

globalbrandshasseenthe

emergenceofanewleagueof

brands:acohortwhosegrowth

farsurpassesallcompetition—

withnosignsofslowingdown.

Thisyear,thecumulativevalue

ofthetop10brands(1,649$m)

isgreaterthanthecombined

valueofthenext90(1,440$m).

Manyofthebrandsinthis

leaguedomorethanoffer

exceptionalproducts,services

andexperiences.Theytakesides

onthemostcriticaldebates

ofourtimes,fromApple’s

pledgetoprivacy,toNike’s

stancesoninclusion,tomany

companies’outspokenprotectionoftheiremployees’rights.

Thisisaradicalshiftfrom

thetimeswhenbrandswere

consistentlyadvisedtosteerwellclearofcontroversyandfocusoncommerce.Extraordinary

timesrewardboldmoves,notfearfulsilences.Onceseen

asthesafewaytohealthy

growth,todayneutralityis

seenasafailureofleadership;activism,itsembodiment.

Asaresult,today’smostrelevantandvaluablebrandsarethose

thatseemtoeffortlesslybalancepowerandresponsibility.Assuch,theyarenotjustgrowthengines;theyareactsofleadershipthat

shiftourexpectationsintermsofexperiences,yes—butethicstoo.

WemayborrowfromtheworkofOxfordeconomistKate

Raworth4toillustratethis.Thesebrandsprovideexperiencesthatsitwithina‘doughnut’—they

consistentlysurpasscustomerexpectations,butwithinthelimitsofethicalstandards

thataredeliberatelystricterthanrulesandregulations.5

Fallbelowexpectations,and

demandandloyaltyareatrisk.Overshootethicalstandards,andreputationandgovernanceareatrisk.Byoperatingwithinthedoughnut,theymakethemovesthatconsistentlyshowtheway,redefiningbothwhat‘great’and‘good’looklike.

Theyshowleadership,mitigateriskandsustaingrowth.

4.KateRaworth,DoughnutEconomics,RandomHouse,2018

5.DevelopedinconjunctionwithPrincipiaAdvisory.

12—BestGlobalBrand2022Report

BestGlobalBrand2022Report—13

GrowthacrossArenas

Bycombininggreatinteractions

Whiletheideathatexceptional

Thesameistrueofbrands.When

andmeaningfulactions,

experiencesdriveloyaltyand

wehaveastrongfunctional,

thesebrandspursuemore

advocacyisunsurprising,the

emotionalandmoralconnection

thanpurpose,andachieve

emergenceofethicsasakey

withabrand—whenthisbrand

morethansheergrowth.

driverofbrandgrowthisintuitivelyintunewiththezeitgeist—butless

deliversexceptionalproducts,

unequalledexperiences,andacts

Theyembraceandshowwhat

supportedbystudies.Tofillthis

withuncompromisingintegrity—

atInterbrandwedefineBrand

gap,weinvestigatedthesubject

wewanttospendmoretimewith

Leadership—theydothingsright,

throughaglobalquantitative

thatbrand;wewantittosucceed;

offeringsuperlativeexperiences,

consumerstudyearlierthisyear.6

andwewantittoplayabigger

anddotherightthings,acting

Ourregressionanalysisshows

roleinourlives.We’realsomore

withuncompromisingintegrity.

thatthecorrelationbetween

likelytotrustthemastheyenter

Theymakeiconicmovesthat

abrand’sethicalcredibility

newspaces.Wewelcomethemto

walkthetalktodrivechange

anditscompetitivestrength

ask,‘WhatelsecanIdoforyou?’

andtalkthewalktoinspire

isstrongerthaneverbefore

it,settingthefoundations

—especiallyonthefactorsof

Thisispreciselywherethe

forextraordinarygrowth.

Affinity,TrustandParticipation.

exponentialgrowthweseeacrossthe‘superleague’ofbrands

Now,thinkaboutapersonal

relationship.Whenyoumeet

someonewhomyoudon’tjustadmire,butwhoalsoshares

yourvalues,helpssolveyour

challengesorneeds,isthere

foryouinthemomentsthat

matter(regardlessofhowbigorsmall),there’sagoodchanceyouwanttospendmoretimewiththatperson—tohavethemmoreinvolvedinyourlife.

begins.Builtonafoundationofexceptionalexperiencesand

strongintegrity,thesebrands

canexpandinmultipledirections,withfarmorefreedomandfluiditythantraditionaldiversification.

It’snotaquestionof‘wedothis,wecandothattoo’,but‘youtrustus,andhere’swhatelsewemighthelpyoudo.’

。.Pleasecontactustolearnmore

14—BestGlobalBrand2022Report

BestGlobalBrand2022Report—15

Traditionally,companieswould

usPlayandLearn,anddoessoin

withtoughdecisions,dotheright

sameresources.Nike,Apple,

startwithaproductaddressinga

manymorewaysthanitoriginally

thing.Thesearethebrandswe

Philips,pharmaceuticalsand

singular,specificcustomerneed.

did.Thesameappliesforthe

wanttohelpusinnewways.

ahostofotherorganisations

Thesecompanieswouldbuilda

likesofMicrosoftorDisney.

allwanttohelpusThrive.And

brandaroundacoreproductand

Whattheseorganizationsdois

Providingsuperbexperiences

LEGO,Amazon,Netflix,Roblox,

thenleverageitsstrengthstodrive

placeattheircorenotproduct,

whileactingwithuncompromising

bands,sportsclubsandmany

growth,inpursuitofbecominga

butBrandLeadership.Andrather

integrityisanincrediblytallorder.

otherdiverseplayersallwant

categoryleader.ThinkCoca-Cola,

thanbuildtheirbrandarounda

Withmountingcynicismand

tohelpusPlay.Whowould

Gillette,PampersorColgate.

business,theybuildbusinesses

aroundtheirbrand.Thatmay

distrust,scrutinyisincessant.

BrandLeadershipishardtobuild,

havethought?AsColumbia

professorRitaMcGrathwrites,

NowconsiderAppleorGoogle.It’s

soundcounter-intuitive(and

andeasytodestroy—butit’swhat

thinkingyourmajorcompetition

hardtofitthemwithincategories

yes,slightlyquantum),butata

sustainsextraordinarygrowth.

isinyourownindustrycreates

(whattheydo)—thingsgetclearer

timewhentrueleadershipisfar

somedangerousblindspots.

whentakingtheperspectiveof

morerarethancompetencies

Thesecompaniesleverage

customerjobstobedone(what

orquality—remember,thereare

theirBrandLeadershiptodrive

AtInterbrand,wecallthis

theyhelpusdo).Applehelps

nobadcarsanymore—there

exponentialgrowthacross

Arenathinking.It’sthe

usConnect,Do,Belong,Play,

isnomorepowerfulasset

competitivearenas,wherevery

foundationthatallowsour

Payand—morerecently—Thrive.Rumorhasitthatsoonitmayhelp

thanabrandthatleads.

differentplayerscompeteforthe

clientstomakeIconicMoves.

usMove,too.Googlehelpsus

Sowhat’stheredthread?Our

Learn,Connect,Move—andeven

trustinthesecompanies’Brand

Dwell.Nike—notaFAANG—helps

Leadership.Ourexpectation

usThriveandExpressourselves.

that,dayin,dayout,theywilldo

LEGO,a90-year-oldbrand,helps

thingsright;and,whenfaced

16—BestGlobalBrand2022Report

BestGlobalBrand2022Report—17

Building

BrandLeadership

Asweintroduceour2022BestGlobalBrandsstudy,it’sworthreflectingontheessentialstepsthroughwhichwehelpour

clientsbuildBrandLeadership.

1.Exploreyourarena.

Considertheneedsyou’re

addressingnowandmight

addressnext.Identifywhom

you’rereallycompetingwithnowandmaybecompetingwithnext.Lookathowyoumightaddressbetterthejobsyou’realready

helpingcustomersgetdonenow;thinkaboutthemanywaysin

whichIKEAhelpspeopledwell.

2.Explorepossibilities.

Whatotherjobscouldyouhelpcustomersgetdonenext,basedonyouredge,relationships,

andthewaythecontextis

changing?ThinkaboutthewayinwhichAmazonismoving

acrossverydifferentarenas,helpingpeopleprocure,play,learn,andmuch,muchmore.

3.Defineyourtrajectory.

Determinetheprinciplesat

theheartofyourexperience

andethicalleadershipthatwill

makeyourbrandagreatand

goodadditiontothearenasyou

wanttoplayin.Beruthlessly

singularandpragmaticabout

whatwillmakeyourbranda

strongcenterpointforyour

business.Couldyourbrand

becomeaverbthatencapsulates

awayofdoingthings?

4.Makeyourmoves.

Walkthetalkandtalkthewalk:

makemeaningfulandvisible

movesthatgiveyourpurpose

impactandthatinspireothers

tofollowyourleadership.

Theturbulenttimeswearefacingrequirea‘quantum’reset.We

mustunlearntheconventionsofconsumerismandshareholdercapitalism,andembracethe

newrolethatbrandsmustplay.

Forthefirsttime,the100mostvaluableglobalbrandsexceed

anaggregatevalueof$3trillion.Brandshaveneverhadas

muchpowerandresponsibility,andonsuchascale.Thisis

atimetoabandoncynicism

andsmallthinking,andaccept

theinfluenceandlegacythat

greatbrandscanhaveonthe

choicesandbehaviorsoftheir

customers,yes—butalsoontheirtalentandcommunitiestoo,betheylocal,regionalorglobal.

Nowistheopportunityfor

brandleaderstobuildstronger

relationshipsbeyondtransactions,andintertwineconstituent

participation,public/private

partnerships,andphilanthropy

toaddressglobalchallenges.

Likeneverbefore,theworld

demandsbusinessestoshow

trueleadershipandfearless

action—becausewhenthat

happens,newsourcesof

growthmaterialize,creating

immensepossibilityforall.

Nowisthetimeforbusiness

leaderstorethinktheirbrands

astheirmostinfluential

actsofleadership.

Everytimethatsomethingsolid

isputintodoubtordismantled,

somethingelseopensup,

andallowsustoseefurther

thanwecouldbefore.”

-CarloRovelli,Helgoland

18—BestGlobalBrand2022Report

BestGlobalBrand2022Report—19

Howtomovefrom

“MitigationMindset”

to“Leadership

Stance”

Interbrand’scontention,sharedinthe

introductiontothisyear’sBestGlobalBrands

report,isthattoday’smostrelevantand

valuablebrandsarebalancingactsofpower

andresponsibility,notjustenginesofgrowth

—butactsofleadership.Inthisarticlewe

exploretheopportunitiesandchallengesof

ChrisNurko

GlobalInnovationOfficer

bothdoingthingsright,anddoingtheright

things,drawingonBestGlobalBrandsdata,

best-in-classexamples,andsomeofthe

proprietarymethodologiesweofferourclients.

BrandLeadershipinthe“cancel”era

Intuitively,theideaofbrands

asactsofleadershipfeelsin

tunewiththezeitgeist—butwe

wantedtoestablishquantitativelywhetherconsumersaresensitivetoenvironmentalandsocial

issuesintheirdecisionmaking.

Theresultssuggestaresounding“yes”:Wefoundthatmorethan

90%ofpeopleareawareand

concernedbyenvironmentalandsocialissuesandthatthesetopicsarematerialtobrandrelevance.BrandintegrityandEthics,alongwiththeperceptionofhavinga

positiveimpactonsociety,isastatisticallysignificantdriverofchoiceinallsectorsandinallstepsofthecustomerjourney.

Convincingnumbers,but

perhapsit’snot“newnews”

thatthesetopicsareofconcern

toconsumers.Why,then,isit

sodifficulttopointtobrands

withaclearandcompelling

stance?Well,aswearguedin

theintroductiontothisreport,awell-runbrandusedtosteerawayfromcontroversyandfocuson

“commerce,”butsafesilencesarenolongerrewardedand,today,

neutralityisseenasafailureofleadership.Thisleavesbrandscaughtinatension—between

criticismof“notdoingenough”atoneendofthespectrum,

andof“doingthingswrong”attheother.Thistensionleadstowhatwe’recallinga“mitigationmindset”—anunderstandable

tendencytowardsdoingenoughtonotbewrong,butnotenoughtobeexceptional.Whatdoesittaketomovefroma“mitigationmindset”toaleadershipstance?

BestGlobalBrand2022Report—21

Integrityatthecore

Aswearecomingtorealize,the

suchastechnology,inwhich

problem.Inthecompany’s2022

progressiveleadershipteams,

world’songoingandaccelerating

newinnovationsarelivebefore

ImpactSummary,CEOSatya

likethatofMicrosoft,have

transformationhasthepotential

safeguardssuchaslawsand

Nadellawrote,“ouractionsmust

areliableandrobustmeans

forvery‘Good’andvery‘Bad’

policiescanbeputinplace,7

bealignedwithaddressingthe

fornavigatingthedecisions

outcomes.Inthisfluidand

theintegrityofacorporation

world’sproblems,notcreating

theyaremakingtoensurethe

rapidlychangingcontext,an

andtheresultingtrustitsbrand

newones,”implicitlysuggesting

outcomeshaveintegrity.At

organizationalethicsframework

engendersisemergingasa

thatasitintegratestechnology

Microsoft,itappearsthata

createstheabilitytobehavein

competitiveadvantage.

everdeeperwithinthehuman

strongfoundationofintegrityand

aconsistentlyresponsibleway

experience,itneedstodosoin

ethicaldecisionmakingisdoing

forallstakeholders.Thecreation

It’swithinthiscontextthat

amannerthatprotectshuman

exactlywhatitshould:driving

ofsuchaframeworkinvolves

Microsoft’ssubtlebutpowerful

values,humantruthsandhuman

trustinthebrandandincreasing

aligningorganizationalculture,

stanceofIntegritypowersits

priorities—asdefinedbyarobust

brandandwiderstakeholder

values,systems,anddecision

brand—followingafocusedeffort

codeofethics.Today’smost

valueatthesametime.

making.Today,organizational

todrivetrustinproductsthat

ethics—andthetranslationof

enhancethehumanexperience,

thesetomeasurableandcredible

ratherthanundermineit.The

impacts—hasbecomethecore

corporationisacutelyaware

ofreputation,andthebasis

ofitsrolewithinsocietyandis

ofacorporation’slicenseto

clearonitsintentiontobeapart

operate.Infast-movingspaces

ofthesolution,notapartofthe

7.HumanDevelopmentReport,UnitedNationsDevelopmentProgramme

/content/human-development-report-2021-

22?gclid=EAIaIQobChMIofOs_aeN-wIVTu3tCh0HOgBhEAAYASABEgLj1fD_BwE

22—BestGlobalBrand2022Report23

INTERESTEDINEXPLORING

ANETHICALFRAMEWORK

FORYOURBRAND?

Interbrandisproudtohave

partneredwithPrincipia

Advisory—theleadingadvisoryfirmonorganizationalethics.

Together,wearehelping

forward-thinkingorganizationsresolvetheirmostchallenging

ethicsproblemstocreatelegacy-levelchangethatisintegrated

intoorganizationalpurpose.

24—BestGlobalBrand2022Report

Movingclimate

frompushtopull

Teslaisthesecondfastest

growingbrandinour2022

ranking,with32%growthYOY

andavalueof48,002$m;itis

perhapsthebestembodiment

ofshiftingexpectationsin

termsofenvironmentand

experience.Teslahasacted

upontwotruthsabouttherace

tosav