Try as they can, brands cannot take an apple bite.
Kantar Brandz, a marketing and analysis data company, has published its annual classification of the most precious brands in the world.
The global market has resisted storms in the past, but volatility caused by the expectations of the pandemic and consumer consumers in the past five years has shook the landscape. The current tariff discussions between the United States and other countries have added another layer of uncertainty to the formula. While some companies have succumbed to pressure, others have advanced.
Apple is at the top of the list for the fourth consecutive year is Apple with a brand value of approximately 1.3 billion of dollars. This represents an increase of 28% compared to 2024, according to Kantar.
After overthrowing Amazon by Jeff Bezos in 2022, the technology giant continued to dominate the list while Google, Microsoft and Amazon compete for second, third and fourth place. Under the CEO Tim Cook, Apple has managed to repel international competitors like the Huawei in China and the Samsung in South Korea.
Another star of this year’s list is Nvidia by Jensen Huang, who saw the value of his brand increase by 152% compared to 2024. The flea manufacturer, who reached an assessment of 3 billions of dollars after announcing an agreement with a Saudi technological company, appeared at N ° 5 on the list.
Here are the 10 most precious world brands in Kantar:
- Apple
- Microsoft
- Amazon
- Nvidia
- McDonald’s
- Oracle
- Visa
Kantar’s report also highlighted some “newcomers”, brands making their debut on the list.
Chatgpt was the new most upscale come to n ° 60, coming 25 places before the Stripe financial services company and 26 places in advance on Chipotle.
Here are the best new newcomers:
60. Chatgpt 85. Stripe 86. Chipotle 89. Booking.com 95. Hilton 97. Uniqlo 99. Doordash
Martin GUERRIERIA, head of Kantar Brandz, said that brands must make more than differentiate from competitors to stay afloat on the world market.
“The domination of brands like Apple, Instagram and McDonald’s highlights the power of a coherent brand experience to which people can relate and remember,” he said. “The dramatic ascent of Chatgpt shows how a brand can find fame and influence society as it changes our daily life. But with an accelerating generative AI competition, Openai will have to invest in its brand to preserve its dynamic of first furniture.”
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