Rate of Brand Growth in Enterprise Exceeds that of Consumer, according to Interbrand’s Best Global Brands 2022
- The fastest growing Enterprise brands are Microsoft, Adobe and Siemens, says a B2B Special Report, launched with Doremus+Co
- The value of the Top Ten Enterprise brands is $530,052m, representing 20% growth YoY
- Enterprise brands make up 17% of the total value of the Best Global Brands
15 December 2022: Capitalizing on the growing interest in Enterprise (B2B) Brands, Interbrand, the world’s leading brand consultancy, and Doremus+Co, a global leader in B2B marketing and communications, have launched a B2B Special Report as part of 2022 Best Global B2B Brands, a ranking and analysis of the world’s top B2B brands within Interbrand’s iconic annual brand valuation study released in November.
The announcement comes as the momentum and influence of B2B marketing continues to rise. Accelerated by the pandemic and the digitalization of B2B, brand marketing has become an imperative for B2B leaders looking to build competitive advantage and long-term value.
The total value of the Top Ten B2B brands has risen to $530,052m from $422,709m in 2021, which represents 20% growth year-over-year. In 2022, B2B brands make up 17% of the total value of the Best Global Brands table.
According to the report data, the rate of growth of B2B brands outstrips that of B2C brands and, because the buying audience is now 73% millennial, we see the fastest growing brands—Microsoft, Adobe and Siemens—outperforming on three critical factors: Participation, Agility, and Affinity, which are about building a sense of community beyond the transaction, speed to market and creating more emotional connections. The top performing brands also have a higher role of brand in the purchase decision criteria (as opposed to more functional features such as price, availability, or product specs).
Kelly Higgins, Chief Marketing Officer at Doremus said, “This is an exciting time for B2B brands and marketers. Those that recognize the growth potential of this moment and embrace the power of a strong brand will be best positioned to achieve competitive advantage and long-term success.”
Daniel Binns, Global Chief Growth Officer, Interbrand said: “The B2B space is incredibly dynamic right now and we’re seeing a shift away from performance marketing, recognizing that B2B businesses need to build brands not just tactically drive the sales funnel. For talent, for investment, for license to operate, for customers. The world’s most successful brands create a relationship beyond the transaction—and we are seeing this more and more in a B2B space.”
The B2B Special report combines the brand valuation methodologies of Best Global Brands with insights on the complex realities facing B2B brands in their path to success, including expert perspective from leading B2B marketers representing some of the world’s leading brands.
The report is part of a broader strategic partnership between Interbrand and Doremus+Co to help B2B companies navigate a dynamic and evolving marketing landscape and realize the potential of their brand through more connected, end-to-end experiences.
To download the full report, please click here.
About Interbrand Group
Interbrand Group is made up of Interbrand, the world’s leading brand consultancy and C Space, the global customer agency.
Interbrand has been a world leading brand consultancy for over 45 years, having pioneered iconic work and forged many of the brand building tools that are commonplace across the industry today.
In an age of unprecedented abundance of choice and speed of innovation, customers’ expectations are moving faster than business. While incremental change is still essential, it is no longer sufficient. It takes bold moves to leap ahead of customers and competitors. Interbrand calls these moves Iconic Moves.
In collaboration with the world’s leading brands, Interbrand’s global team of thinkers and makers are pioneering the future of brand building. By turning customers into active participants, Interbrand helps its clients strengthen their brands on an ongoing basis. This approach gives them confidence to make Iconic Moves that spark desire and create utility, driving extraordinary results.
Interbrand is a part of the Omnicom Group (NYSE:OMC).
For more information, please visit www.interbrand.com
Doremus+Co is Omnicom’s B2B specialist, a global, integrated agency with offices in New York, San Francisco, London, Hong Kong, and Shanghai. Doremus provides unparalleled understanding into the complex challenges facing clients in B2B and partners with some of the world’s leading B2B brands, including LEGO Education, The ODP Corporation, Shell, and XPO Logistics, to create award-winning work that builds equity from brand to bottom line. For more information, visit www.doremus.com.
About the Omnicom Advertising Collective
The Omnicom Advertising Collective is a portfolio of entrepreneurial creative-first integrated marketing agencies with capabilities that include consumer branding, multicultural marketing, B2B, experiential and activation, retail performance and media, all backed by the scale of Omnicom Group. The Collective agencies apply modern creative innovations to the planning, ideation, and activation of end-to-end consumer connection and engagement strategies to drive client success.
About Omnicom Group Inc.
Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 70 countries. Follow us on Twitter for the latest news.