Kantar, the global leader in marketing data and analytics, has launched the 20th edition of its BrandZ Most Valuable Global Brands report—one of the most credible rankings of global brand value, based on a combination of consumer perception and financial performance. The 2025 list reveals a significant reshaping of the global brand landscape, with U.S. tech-driven giants continuing to dominate, while disruptors and emerging market brands make notable inroads.

Highlights from BrandZ’s 20th Edition

1. U.S. Brands Cement Dominance, But Global Brands Make Strategic Gains

• U.S. brands now make up 82% of the total brand value of the Global Top 100, up from 63% in 2006.

• Chinese brands have doubled their brand value in two decades, now holding 6% of the total, up from a negligible presence.

• European brands have declined significantly in influence, now accounting for just 7%, down from 26% in 2006.

• Trade volatility and escalating tariffs may impact this global brand balance moving forward.

2. Apple Retains Crown as World’s Most Valuable Brand

• Apple holds the top spot for the fourth consecutive year with a brand value of $1.3 trillion, representing over 12% of the Global Top 100’s value.

• Apple’s continued dominance reflects strong brand consistency, innovation, and consumer trust.

3. Disruptive Innovators Drive Long-Term Brand Value

• 71% of the $9.3 trillion brand value added since 2006 comes from disruptor brands.

• Stripe (85th) and Chipotle (86th) debut in the 2025 rankings.

• Aldi, a long-standing innovator, returns at 94th, marking its continued relevance.

• Brands like Uber, Booking.com, and ChatGPT reflect how redefined categories build long-term brand equity.

4. ChatGPT Debuts at 60th – Highest Newcomer Since NVIDIA (2021)

• ChatGPT, a generative AI pioneer, makes its first appearance in 60th place.

• It represents a rare case of a tech brand becoming a household name at record speed.

• However, with competitive pressure from Google, Microsoft, and others, OpenAI must now invest in long-term brand positioning.

5. Amazon Surges, Social Media Brands Thrive

• Amazon's value jumps by 50% to $866 billion, driven by its core promises of convenience and affordability.

• Instagram grows 101%, and TikTok rises 25%, showcasing social platforms’ growing role in e-commerce and influencer ecosystems.

6. Global Bright Spots Outside the U.S.

• Spotify (Sweden) re-enters at #76, reflecting its global streaming strength.

• Airtel (India) becomes the fastest-growing telecom brand globally.

• Mercado Libre (Argentina) is the sole Latin American brand in the Top 100.

• Zara (Spain) climbs 5 spots to 65th.

• RBC (Canada) posts the highest YOY growth (43%) among non-U.S. financial services brands.

Strategic Insights from Kantar’s Brand Experts

Martin Guerrieria, Head of Kantar BrandZ, emphasized the resilience and importance of branding during uncertain times:

“Even through economic crises, the world's most valuable brands have consistently outperformed the S&P 500 and MSCI World Index over 20 years. This is irrefutable proof of marketing's value. The last thing businesses should do in response to market shocks is cut marketing investment.”

He also highlighted the importance of differentiation:

“Consumers are willing to pay a premium for brands that are meaningfully different. It's this perceived uniqueness that protects margins even during economic stress.”

The 2025 edition of Kantar BrandZ’s Most Valuable Global Brands confirms that branding remains one of the most powerful business assets. Whether it’s legacy leaders like Apple and Amazon or rising disruptors like ChatGPT and Stripe, the brands that innovate, remain consistent, and connect meaningfully with consumers are the ones that build and retain long-term value. With a brand value of $10.7 trillion among the Global Top 100—a 29% year-over-year increase—the message is clear: strategic brand investment is not optional, it’s essential.