Despite turbulence from ongoing US-China tariff tensions impacting its stock, Apple has once again emerged as the world’s most valuable brand, according to the latest Kantar BrandZ report. The tech giant has secured the No. 1 position for the fourth consecutive year, with a brand value of $1.3 trillion, marking a 28% increase from the previous year. Apple’s current market capitalization stands at $3.17 trillion.
The ranking comes at a critical juncture for Apple, as the company prepares to launch the iPhone 17, a release expected to play a central role in its growth strategy. In recent weeks, Apple has also updated other product lines, including devices featuring its new M4 chips.
American tech firms continue to dominate the top of the BrandZ list. Google, Microsoft, Amazon, and Nvidia round out the second to fifth positions, respectively. Nvidia’s inclusion is unsurprising, given its pivotal role in powering the AI boom, though it faces growing competition from companies such as China’s DeepSeek.
Saudi Aramco remains the sole representative from the GCC and Middle East in the Top 100. “It’s particularly exciting to see Aramco, the only Middle Eastern brand in the ranking, maintaining its presence since joining in 2022,” said Amol Ghate, CEO for Middle East, North Africa & Pakistan at Kantar’s Insights Division. “This achievement underscores Aramco’s stature and its ability to make a global impact.”
Among this year’s most notable new entries is ChatGPT, which debuted at 60th place. “ChatGPT premiers in 60th place — the highest newcomer since NVIDIA in 2021, but may face strong competition as brands like Google and Microsoft respond to its first-mover advantage,” the report notes.
Amazon also saw significant gains. “Amazon’s brand value has soared by 50% to $866 billion, thanks to its strong positioning around convenience and affordability allowing it to thrive in a challenging economy,” according to the survey.
Social media brands also continued to gain ground. Instagram and TikTok posted brand value increases of 101% and 25% respectively. “They reflect the continued influence of social media in shaping consumer habits and delivering direct-to-consumer e-commerce sales for brands and influencers globally,” the report adds.
McDonald’s and Visa were the only non-tech brands to make the Top 10, representing quick-service food and financial services, respectively.
“The dominance of brands like Apple, Instagram and McDonald’s underlines the power of a consistent brand experience that people can relate to and remember,” said Martin Guerrieria, Head of Kantar BrandZ.
He also commented on OpenAI’s brand ascent: “ChatGPT’s dramatic rise shows how a brand can find fame and influence society to the extent that it changes our daily lives. But with Generative AI competition accelerating, OpenAI will need to invest in its brand to preserve its first-mover momentum.”
Other notable movements in the Global Top 100 include Spotify, which re-entered the rankings at 76th place, and India’s Airtel, which was recognized as the fastest-growing telecom brand worldwide. Zara, the Spanish fast-fashion retailer, climbed five spots to reach 65th.
In total, the combined value of the Global Top 100 brands reached $10.7 trillion, reflecting a 29% increase year-over-year.
