Apple remains the world's most valuable brand, followed by Google and Microsoft. This is according to the new TOP 100 most valuable global brands BrandZ ranking compiled by Kantar.
The total value of brands in the Global Top 100 reached a record $10.7 trillion, representing a year-on-year increase of 29%. This growth was primarily driven by disruptive technology brands, which have contributed to most of the value growth across all sectors over the past 20 years.
Key findings
- Apple retained its leading position for the fourth consecutive year, with a brand value of $1.3 trillion, representing a 28% increase over the previous year. As the only brand in the ranking with a value of over $1 trillion, Apple now accounts for more than 12% of the total value of the Global Top 100.
- ChatGPT debuts at number 60, the highest ranking for a newcomer since 2021, when Nvidia entered the rankings. However, ChatGPT may face stiff competition as brands such as Google and Microsoft respond to its first-mover advantage.
- Amazon saw a 50% increase in brand value, reaching $866 billion. This growth is due to its strong market position, which focuses on convenience and affordability, allowing Amazon to thrive even in challenging economic conditions.
- Instagram and TikTok saw growth of 101% and 25%. This growth reflects the continuing influence of social media in shaping consumer habits and its role in providing direct-to-consumer sales through e-commerce for brands and influencers around the world.
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TOP 10 most valuable brands in 2025
Source: Global Top 100 BrandZ, Kantar
Cutting back on marketing investments does not pay off
Brands from the United States now account for 82% of the total value of the Global Top 100 ranking, a significant increase from 63% in 2006. However, this dominance may be disrupted by the growing influence of Chinese brands and volatility caused by rising tariffs. Chinese brands have doubled their value over the past 20 years and currently account for 6% of the total value of the ranking. This shift has come at the expense of European brands, whose share has fallen from 26% in 2006 to 7% today.
"Even in times of economic crisis, the world's most valuable brands have consistently outperformed the S&P 500 and MSCI World indices for 20 years. This is indisputable proof of the value of marketing. A brand is a company's most valuable asset, and the last thing businesses should do in response to market turmoil is cut back on marketing investment,‘ said Martin Guerrieria, director of Kantar BrandZ.
’Brands are built on continuous communication and customer experience. The most successful brands are consistent in their communication and understand the intangible value they represent in the minds of consumers. The most forward-thinking companies are able to differentiate their brands to such an extent that consumers are willing to pay a higher price because they perceive added value, which allows them to maintain demand even when prices rise and protect their margins," he added.
Spotify and Zara are growing among European brands
Outside the United States, the following brands recorded significant growth: Sweden's Spotify, which reappeared in the Global Top 100 ranking at 76th ; India's Airtel, the fastest-growing telecommunications brand in the world; Argentine retailer Mercado Libre, the only Latin American brand in the entire ranking; Spanish chain Zara, which moved up five places to 65th , and Canadian bank RBC, which recorded the largest year-on-year brand value growth (43%) among financial brands outside the US.
Brands that have fundamentally disrupted their category or undergone strategic repositioning have accounted for 71% of the total growth of $9.3 trillion generated in the Global Top 100 to date since 2006.
The 2025 ranking sees Stripe and Chipotle join the ranks of these disruptive brands, entering the global top 100 for the first time, at 85th and 86th place respectively. Aldi has also maintained a strong position for a long time, appearing in the ranking 15 times over the last 20 years and ranking 94th in 2025.
Retail continued its post-pandemic growth, with overall brand value increasing by 48%. In contrast, brand values in categories such as fashion (0%), food and beverages (-1%) and personal care (-5%) remained flat or declined.
Detailed results can be found here, and the infographic can be downloaded below.
Kantar Brandz 2025 Most Valuable Global Brands 2025 .PDF
Source: mediaguru.cz