Interbrand: Apple retains No. 1 spot among 100 ‘best’ global brands
Tech companies and digital media platforms made a strong showing in an annual study of brand value.
With a brand value of $470.9 billion, Apple once again took the top spot in global brand consultancy Interbrand’s “Best Global Brands 2025” report. The company entered the top quarter of the ranking in 2008, and was ranked No. 1 within five years — a position it has retained ever since. (A list of the top 25 most valuable brands is at end of article.)
Microsoft claimed the second spot, with a brand value of $388.5 billion. Rounding out the top five were Amazon ($319.9 billion), Google ($317.1 billion), and Samsung ($90.5 billion).
Brand valuations for the Interbrand report are based on an analysis of three key components: financial performance of the branded products or services; the role the brand plays in purchase decisions; and the brand’s competitive strength. The total value of the 100 brands in this year’s report stands at $3.6 trillion, up 4.4% from $3.4 trillion in 2024.
The 2025 ranking had the most new entrants — 12 — in the report’s 26-year history. New entrants include Booking.com No. 32), Uniqlo (No. 47), Monster (No.70), John Deere (No. 88) and Shopify (No. 99).
“Shopify’s entry into the table exemplifies the unstoppable rise of digital entrepreneurship and the democratisation of commerce for small businesses globally,” Interbrand said.
According to Gonzalo Brujó, global CEO of Interbrand, digitally enabled services and the rise of AI "are creating winners faster than ever."
“Disruption is a defining force shaping global brands," he said. "Brands that are innovating across industries, building cultural relevance, and investing in long-term brand strategy are winning. Those relying on legacy strength alone are seeing challenges to their growth."
Brands riding the disruption wave include Nvidia, Netflix, YouTube, Uber, Nintendo and Instagram.
Other highlights from the Interbrand report are below.
- Chip maker Nvidia recorded the largest-ever brand value increase in Best Global Brands’ history, rising 116% to $43.2 billion (No.15).
"Nvidia’s stellar product marketing and complete dominance in its ecosystem have spurred its meteoric rise,” said Greg Silverman, global director of brand economics, Interbrand, part of Omnicom’s Brand Consulting Group "However, the emergence of a disruptor could undo this brand if it does not invest in long-term brand storytelling. It has the scale, but that’s not a brand strategy.”
- Digital media and entertainment platforms saw some of the biggest increases in brand value from 2024 to 2025. Instagram grew 27% entering the Top 10 for the first time, YouTube grew 61%, rising to No. 13, while Netflix surged 42%, climbing 10 places to No. 28.
- The luxury industry is in flux, with Hermès increasing in brand value, but Louis Vuitton, Gucci and Chanel moving in the opposite direction. Price increases post-COVID have discouraged some aspiring middle-class consumers, creating a headwind for the sector.
- In addition to Nvidia, other highest risers include, Netflix, YouTube, Uber, Nintendo and Instagram.
- While most retailers struggled (including IKEA and H&M), Uniqlo entered the table at No. 47 with a value of $17.7 billion. Its international expansion and brand consistency have created a rare retail growth story, noted Interbrand.
TOP 25
The 25 top brands in the Interbrand report are below.
- Apple
- Microsoft
- Amazon
- Samsung
- Toyota
- Coca-Cola
- McDonald’s
- Mercedes-BenzOracle
- Cisco
- Louis Vuitton
- YouTube
- BMW
- Nvidia
- Oracle
- Disney
- SAP
- Adobe
- Hermes
- IBM
- Nike
- Chanel
- Tesla
Methodology
To be included on the Best Global Brands list, brands must meet these criteria:•
- There must be sufficient publicly available data on the brand’s financial performance.
- A significant portion of its revenue must come outside the brand’s home country.
- The brand must have a global presence and penetration in emerging markets.
- Economic profit must be expected to be positive over the longer term, delivering a return above the brand’s cost of capital.
- The brand must have a public profile and sufficient awareness across the major economies of the world.
- The brand’s "Brand Strength Score" must be equal to 50 or above.
The research for this year’s report was provided by Paradigm Sample.
