Going on 20 years now, Kantar has released its BrandZ Most Valuable Global Brands report, which combines financial data with consumer perception metrics to find the world’s 100 most valuable brands.
In a year in which the total value of the Top 100 reached an all-time high of $10.7 trillion (a 29% jump from last year), Apple has once again led the pack.
What the report shows
After a seven-year stint in which it lost the top position, Apple was able to secure the lead for the fourth year in a row.
The company’s brand value reached $1.3 trillion, up 28% from last year’s report. As Kantar notes, Apple alone represents more than 12% of the total value of the Global Top 100.
According to Kantar, Apple exemplifies its “Meaningful, Different, and Salient” framework, which includes the three traits its methodology uses to define strong brand equity. That edge, the report says, has helped Apple maintain momentum even amid global economic uncertainty and intense competition.
Of course, AI
Unsurprisingly, AI played a significant role in the report. NVIDIA jumped to 5th place on the back of a 152% year-over-year increase in brand value, the largest of any company on the list. Meanwhile, OpenAI’s ChatGPT debuted at #60, with a brand value of $43.5 billion.
In fact, the report devotes significant space to showing how AI is reshaping marketing, product development, creative workflows, and media strategy.
It highlights Coca-Cola, Reckitt, and PepsiCo for their use of AI to accelerate everything from campaign localization to snack formulation.
You can read the full Kantar BrandZ 2025 report here.
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