Apple has been named the world’s most valuable brand, according to Kantar’s latest global BrandZ ranking for 2025. The technology giant achieved a total brand value of $1.3 trillion, representing a significant increase of 28% compared to its value in 2024. This valuation places Apple at the top of the global list and accounts for 12% of the total monetary value of the top 100 brands in the ranking, according to Kantar’s BrandZ.
US Tech Dominance in Top 100
U.S. brands collectively comprise a significant majority of the global top 100, accounting for 82% of the list. Technology giants dominated the upper ranks of the list beyond Apple, rounding out the top five most valuable brands. Google, Microsoft, Amazon, and computing firm NVIDIA were positioned in the top five. Facebook was ranked sixth, and Instagram was seventh. Instagram saw notable growth in 2025, with its brand value increasing by 101%. McDonald’s, Oracle, and Visa made up the remainder of the top 10 most valuable brands globally.
Record Global Brand Value Growth
Overall, the total brand value of the global top 100 brands reached a record high of $10.7 trillion in 2025. This figure represents a substantial year-on-year increase of 29%. The ranking attributes this growth primarily to the performance of tech-enabled disruptor brands. Other top-performing tech brands highlighted in the report included TikTok, which saw its brand value grow by 25%. ChatGPT also made a notable entrance onto the list, debuting in 60th place. Specific growth figures for other leading tech companies include Amazon, whose brand value rose by 50% to reach $866 billion, and NVIDIA, which saw its brand value soar by 152%.
Regional Shifts in Brand Value
The ranking also illustrates shifts in the global distribution of brand value among the top 100 companies over time. Chinese brands have reportedly doubled their value over the past 20 years and now collectively account for 6% of the overall value of the global top 100. In contrast, European brands now account for only 7% of the top 100 brands, a significant decrease from their 26% share in 2006. This indicates a notable decline in the proportion of top global brand value held by European companies over nearly two decades.
Sector Performance Insights
The report provides insights into brand value performance across different sectors. Retail continued its post-pandemic surge, with overall brand value growth for the sector up 48%. However, brand values in some consumer categories remained relatively flat or experienced declines. Apparel saw 0% growth, food & beverages declined by -1% in brand value, and personal care declined by -5%. Alcohol brands collectively saw an 11% fall in brand value. This decline is primarily attributed to reduced consumption, especially among younger generations, and fragmentation within the market, where spirit flavors and craft beer options are reportedly diluting the market share of legacy brands.
Luxury Sector Challenges
The luxury sector, which was one of the few sectors to experience growth throughout the pandemic period, saw a drop in brand value in 2025. The sector’s brand value declined by 2%. This decrease is partly attributed to softer demand observed in China. According to Kantar, the reason for the softer demand in China is reportedly due to increased scrutiny of public displays of wealth and extravagance, which is influencing consumer preference to shift towards lifestyle experiences instead of focusing on status symbols associated with luxury goods.
Methodology and Marketing’s Value
The Kantar BrandZ ranking is based on extensive market research. The methodology involves interviews with over 4.5 million consumers for 22,000 brands across 54 markets globally, providing a broad dataset for analysis. Martin Guerrieria, head of Kantar BrandZ, commented on the significance of brand strength and marketing investment. He was quoted as stating, “Even through economic crises, the world’s most valuable brands have consistently outperformed the S&P 500 and MSCI World Index over 20 years. This is irrefutable proof of marketing’s value. A brand is a company’s most valuable asset, and the last thing businesses should be doing in response to market shocks is cutting marketing investment.” His statement emphasizes the long-term resilience and value generated by strong brands and consistent marketing efforts, particularly in challenging economic environments.
Brands and Pricing Power
Martin Guerrieria also highlighted the competitive advantage provided by strong brand differentiation. He was quoted stating, “The smartest businesses differentiate their brands to the extent that consumers are happy to pay a premium, because they can maintain or survive price rises without eroding demand. This is crucial for protecting margins when facing external pressures.” This underscores how investing in building a strong brand allows companies to command higher prices and protect their profitability even when facing external cost pressures, as consumers are willing to pay more for brands they perceive as having greater value or unique characteristics.
