Apple has reclaimed its title as the world’s most valuable brand, with Kantar estimating its worth at an impressive $1.29 trillion—representing 12% of the total value of the top 100 brands.
According to Kantar’s 20th annual BrandZ report, Apple has held the top position for the fourth consecutive year. The brand valuation has seen significant growth of approximately 28% from the previous year, reaching nearly $1.3 trillion.
The top five brands in the 2025 rankings remain familiar:
- Apple: $1.29 trillion
- Google: $944.1 billion
- Microsoft: $884.8 billion
- Amazon: $866.1 billion
- Nvidia: $509.4 billion
Kantar values the total of the Global Top 100 brands at $10.7 trillion, meaning Apple alone accounts for 12% of this sum.
Kantar’s valuation process is somewhat opaque, comprising a three-step methodology that assesses financial values and brand contributions to derive the overall brand value.
Image Credit: Kantar
This methodology removes earnings from tangible assets and ranks companies based on their intangible assets—such as software licenses, patents, and brand value.
Finally, earnings not directly linked to the brand are excluded from the analysis. While this process involves a degree of speculation, it is consistently applied across all companies, providing a framework for comparative insights.