Apple has once again claimed the top spot as the world’s most valuable brand, with Kantar estimating its worth at a staggering $1.29 trillion— 12% of the value of the entire top 100 list.
According to Kantar’s 20th annual BrandZ report, Apple remains the most valuable brand for the fourth year running. Kantar has assigned a somewhat nebulous brand-only dollar amount of nearly $1.3 trillion — roughly 28% growth year-over-year.
Rounding out the top five were the usual suspects. The 2025 rankings are as follows:
- Apple, worth $1.29 trillion
- Google, worth $944.1 billion
- Microsoft, worth $884.8 billion
- Amazon, worth $866.1 billion
- Nvidia, worth $509.4 billion
Kantar values the Global Top 100 brands at $10.7 trillion. This figure would mean that Apple makes up a full 12% of the total value
It’s not entirely clear how Kantar calculates these values. According to Kantar, it’s a three-step process that uses the financial value and brand contribution to determine the brand value.
Image Credit: Kantar
It then strips away earnings generated by tangible assets and ranks the company based on its intangible assets. Intangible assets include things like software licenses, patents, and “the brand”.
Finally, they filter out any earnings that can’t be directly attributed to the brand. Essentially, it’s a whole lot of speculation.
That being said, the methodology is the same for all companies, so there may be something to be gleaned from it.
