Apple repeat as the most valuable brand in the world, according to the report “Most Valuable Global Brands 2025” prepared by Kantar Brandz. However, the ranking of this edition stands out for the strong and significant entry of Chatgpt, driven by a flattering context for brands linked to artificial intelligence, and the notorious growth of Amazon, Instagram or Facebook.
The annual report of the consultant reflects a 29% growth compared to the previous year in the total brand value of the 100 signatures that make up the list, which is located in 10.7 billion dollars. The ranking value has increased by 9.3 billion since its launch in 2006, an increase enhanced by the development of brands linked to technology.
The most valuable brands in the world
Apple It maintains the first position for the fourth consecutive year, with a brand value of almost 1.3 billion dollars, which represents 28% more than the previous year. At that time its brand value was 1.01 billion. This is the only mark on the list that exceeds the billion dollars, and represents more than 12% of the total ranking value.
Googleon the other hand, he occupies the second position again. It records a growth of 25% and its valuation is 944,137 million (last year it was 753,474 million). Microsoft Repeat in closing the podium with an assessment of 884,816 million dollars (in 2024 it was 712,883 million), and a growth of 24%, sponsored by the company’s commitment to artificial intelligence.
The domain of technological brands
However, the largest increase registered in the top 10 of more valuable brands corresponds to Nvidia, With 152%, which allows them to obtain an assessment of 509,442 million dollars and the fifth position in the list, compared to the sixth occupied in the previous edition of the report.
It also highlights the growth of Instagram (228,947 million dollars), of 101%; of Facebook (300,662 million dollars), 80%; and of Amazon (866,118 million dollars), 50%.
Out of the first ten brands, the growth of Huawei (+142%), which is in 39th position; of VMware (+119%), in position 55; and of Xiaomi (+103%), in 96th position.
Among the new brands and re-enters to the list, it is worth highlighting the Chatgptwhich is done with 60s, thanks to an assessment of 43,562 million dollars. It is, as they point out from Kantar, of the highest entrance in the ranking from Nvidia in 2021. It is something noticeable as it is the brand of a specific product, and not a company in itself.
It is also possible to point out the re-entry of Spotify, which reaches position 76 thanks to an assessment of 29,687 million dollars.
American brands are 82% of the list value
From the consultant they also highlight the fact that American brands They represent 82% of the total value of the list of the 100 most valuable brands in the world. This reflects a notorious increase compared to 63% of 2006. However, they point out that the current commercial policy and the growth of Chinese brands could invest the situation in the coming years.
Moreover, the consultant indicates that Chinese brands They have doubled their value in the last 20 years, and now represent 6% of the total value of the 100 most valuable brands in the world. These changes have occurred at the expense of European brands, which currently only represent 7% of the value, compared to the 26% held in 2006.
Analyzing non -American brands, Kantar stands out from the aforementioned Spotify case, as well as that of Airstel, Indian telecommunications company, in 66th place; the Mercado Libre, the Argentine Electronic Commerce Platform, in the 50th position; or that of Zara, Spanish fashion brand, in position 65.
Regarding The sectorsthe retail continues to stand out for its progress, with a global growth of the value of the brands of 48%. On the other hand, brand values in consumption categories such as fashion (0%), food and drinks (-1%) and personal care (-5%) remain stable or decrease. For its part, alcohol (-11%) has experienced a decrease in its value due to the reduction of consumption, and the luxury category (-2%) also falls into the inflationary context.
From Kantar they remember the importance of emotional and differentiation connection To achieve greater brand value. They also remember the value of marketing To sail complex moments and maintain their presence in the minds of users. “Companies that manage to differentiate their brands to the point that consumers are willing to pay a surcharity, can maintain or even increase prices without eroding demand. This is crucial to protect margins against external pressures”; Said Silvia Clemente, Brand & Creative Business Unit Director at Kantar Insights Spain, in a statement.
