The 10 most valuable brands in the world are...
U.S. brands once again the upper tier of an annual ranking of the 100 most valuable brands in the world.
Apple retains its top position for the fourth consecutive year in in the 20th edition of the Kantar BrandZ Most Valuable Global Brands” report. The ranking of 100 brands is based on consumer perceptions and financial performance.
With a brand value of nearly $1.3 trillion, up 28% from the previous year, Apple is the only trillion-dollar brand in the ranking. The brand represents more than 12% of the total value of the Global Top 100.
Similar to last year, Google took the No. 2 spot, with a brand value of $944.135 billion, followed by Microsoft at $884.816 billion. Rounding out the top five were Amazon and NVIDIA. (A list of the top 10 brands and their brand value is at end of article.)
U.S. brands now comprise 82% of the total value of the Global Top 100, up from 63% in 2006. But a rise among Chinese brands and volatility caused by escalating tariffs could threaten this order, the study noted.
Chinese brands have doubled their value over the past 20 years, now accounting for 6% of the overall value of the Global Top 100. These shifts have come at the expense of European brands, which for now account for only 7% of the Global Top 100, down from 26% in 2006.
Overall, the Global Top 100 has reached a record total brand value of $10.7 trillion, a year-on-year increase of 29%. This has been driven by tech-enabled disruptor brands, which have delivered most of the increase in value over the past 20 years across all sectors. ChatGPT is the highest new entry in the Top 100, followed by Stripe and Chipotle.
“Innovators keeping up with consumer needs or redefining them entirely are the brands fundamentally reshaping the Global Top 100 over the past two decades – think Uber, Booking.com and now ChatGPT,” said Martin Guerrieria, head of Kantar BrandZ. “The most successful – like Apple, Amazon, Google and Microsoft – have long moved away from their original product base."
Other insights from Kantar BrandZ's global report are below.
- Amazon’s brand value has soared by 50% to $866 billion, thanks to its strong positioning around convenience and affordability allowing it to thrive in a challenging economy.
- Retail continued its post-pandemic surge, with overall brand value growth up 48% as e-commerce and private label create value for consumers in inflationary times.
- The luxury sector, one of the few sectors to grow through the pandemic years, has dropped 2% in 2025. This is in part because of softer demand in China, where scrutiny of displays of wealth and extravagance have shifted consumer preference towards lifestyle experiences instead of status symbols.
- Outside the US, significant gains have been seen for Sweden's Spotify, re-entering the Global Top 100 at 76; India's Airtel, the fastest growing telecom brand in the world; Argentinian retailer Mercado Libre, the only Latin American brand in the Global Top 100; Spanish retailer Zara, which rose five places to 65th, and Canada's RBC, which saw the biggest year-over-year brand value growth (43%) of any financial services brand outside the US.
"Even through economic crises, the world's most valuable brands have consistently outperformed the S&P 500 and MSCI World Index over 20 years,” said Guerrieria. “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."
The Kantar BrandZ Top 10 Most Valuable Global Brands 2025 are listed below.
- Apple (brand value $1.299.655 trillion)
- Google ($944.135 billion)
- Microsoft ($884.816 billion)
- Amazon ($866.118 billion)
- NVIDIA ($509.442 billion)
- Facebook ($300.662 billion)
- Instagram ($228.947 billion)
- McDonald’s ($221.079 bilion)
- Oracle ($215.354 billion)
- Visa ($213.348 billion)
