In 2025, Apple has once again been recognized as the world’s most valuable brand, with Kantar’s BrandZ report estimating its brand value at an unprecedented $1.29 trillion. This figure represents a 28% increase from the previous year and accounts for 12% of the total value of the top 100 brands globally.
Kantar’s 20th annual BrandZ report highlights Apple’s consistent dominance in brand valuation, marking the fourth consecutive year the tech giant has secured the top position. The top five brands in the 2025 rankings are:
1. Apple: $1.29 trillion
2. Google: $944.1 billion
3. Microsoft: $884.8 billion
4. Amazon: $866.1 billion
5. Nvidia: $509.4 billion
The combined value of the Global Top 100 brands stands at $10.7 trillion, with Apple alone contributing a significant 12% to this total.
Kantar’s valuation methodology involves a three-step process that assesses financial value and brand contribution to determine overall brand value. This approach considers intangible assets such as software licenses, patents, and the brand itself, filtering out earnings not directly attributable to the brand.
Apple’s sustained growth and innovation continue to solidify its position at the forefront of global brand rankings, reflecting its enduring influence and appeal in the technology sector and beyond.
