Kantar: Apple is the world’s most valuable brand, Google and Microsoft follow

Kantar’s BrandZ report for 2025 crowned Apple as the world’s most valuable brand. Cupertino is now valued at $1.29 trillion, which represents a 28% year-on-year growth for its brand value. Kantar uses a proprietary three-step process to calculate brand values, with the resulting figure being based on consumer perceptions and financial performance.

Apple is the world’s most valuable brand for the third year in a row and the first to surpass the $1 billion brand value mark. Google ($944.1 billion) and Microsoft ($884.8 billion) round out the top-three brands by value. Amazon ($866.1 billion) and Nvidia ($509.4 billion) are among the top five.

Kantar most valuable global brands of 2025

Huawei is #39 on the list, Qualcomm’s Snapdragon brand slots in at #38, Samsung is down to #78, while Xiaomi is #96. Nvidia, Huawei, Xiaomi and Instagram are among the top risers in brand value this year, each achieving over 100% brand value growth.

OpenAI’s ChatGPT at #60 is the highest new entry in the rankings. India’s Airtel was the fastest-growing telecom brand. Kantar’s latest report estimates that the global top 100 brands are now valued at a combined $10.7 billion.

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