Brands from Mainland China have overtaken those from arch rivals United States (US).
Europe and the US have long been the epicentre of global brand creation and activity thanks to their large consumer markets, and this is reflected in the Top 100 New Brands 2022 list from Clarivate.
The toppers: Europe is home to 50 listed brands and the United States home to 21. Brands from Mainland China comprise 23 of the Top 100 list, marking a major step in the evolution of global brand strategy from Mainland Chinese businesses.
The report: The Top 100 New Brands report draws on data from more than 20 million new trademark applications worldwide to identify new brands which have surged into the public sphere in the last two years.
- These Top 100 New Brands – likely powerful brands of their sectors in the future – have demonstrated the greatest diligence in protecting and expanding their brand footprint.
- The report's analysis highlights the industries that are hotbeds of brand activity and illuminates the new forms that new brands can take in the rapidly shifting global brand landscape.
The methodology: Top 100 New Brands uses content resources across Clarivate, including Clarivate Trademark Strength Index, CompuMark trademark research and protection, and MarkMonitor domain management.
Clarivate experts analyed over 20 million new applications filed worldwide between 2020 and 2021 with a verbal (word) element and evaluated each application and checked for owner details, and applied a score to each brand based on key metrics
- Market footprint – range of products and services covered by the brand, including a measure of how dominant the brand is within each relevant category.
- Geographic/economic coverage – the number of countries/registers where protection has been sought, weighted for country GDP.
- Online presence – how many top level and country level domains have been registered to protect the brand.
