- Why Apple still reigns supreme
- Top 10 brands: America leads the charge
- How different brands ranked in their categories in 2025
- How does Kantar BrandZ calculate brand value?
Apple has topped the global brand ranking yet again. For the fourth year in a row, the iPhone maker has secured its position as the world’s most valuable brand, with a staggering brand value of $1.3 trillion, a 28% jump from last year, according to the Kantar BrandZ 2025 report. The tech giant continues to set the benchmark in a fiercely competitive landscape, leaving behind global heavyweights like Google, Microsoft, and Amazon.
So, what’s the secret behind Apple’s long reign at the top?
Why Apple still reigns supreme
According to the report, Apple’s sustained dominance boils down to three words: Meaningful, Different, and Salient, which reflect how Apple continues to stay relevant, innovative, and deeply ingrained in consumer minds.
Apple’s blend of sleek product design, robust software ecosystems, and breakthrough innovation has kept its brand aspirational and top-of-mind. Whether it’s the iPhone, iPad, MacBooks, or services like iCloud and Apple Music, the company has mastered the art of being both premium and essential.
However, it is not all smooth sailing. Apple has been under scrutiny lately for delayed AI upgrades to Siri, now pushed to 2026. This raises questions about how it will keep pace with AI-first competitors like Nvidia and OpenAI. But for now, Apple’s brand value is unmatched.
Top 10 brands: America leads the charge
The 2025 rankings also show a clear trend, the dominance of American brands. All of the top 10 global brands are from the United States, reinforcing the country’s grip on global consumer perception and trust.
For large companies, brand value can make up 15% to 50% of their total market value. In Google’s case, the brand alone accounts for almost half its worth. Nvidia’s brand value has also skyrocketed, growing over 150% in just one year.
How different brands ranked in their categories in 2025
While tech continues to rule the global charts, the BrandZ report also highlights the top players in key sectors. Here’s a breakdown of some of the key sectors and their top players.
Automotive
The automotive sector grew 7% in brand value, hitting $224.1 billion in 2025. Tesla remained the undisputed leader at $86 billion, thanks to sustained demand and EV expansion. But the real story was China's BYD, which saw 44% growth due to rising global appetite for affordable EVs.
Business Technology & Services
This category is booming with a 39% increase in value, reaching $3.3 trillion. Microsoft leads the pack again, with Nvidia and Amazon Web Services close behind, both riding high on the AI wave. Interestingly, Snapdragon joined the list for the first time as an independent brand apart from Qualcomm.
Financial Services
The financial sector bounced back strongly with a 26% rise in value, totaling $1 trillion. Every returning brand saw positive growth, with Visa and Mastercard leading the pack. Both global banks and fintechs performed well, but American Express stood out, posting a 66% surge, well above the category average.
| Rank | Brand | Brand Value (US$M) | YoY Change |
| 1 | Visa | 213,348 | +13% |
| 2 | Mastercard | 167,882 | +25% |
| 3 | American Express | 65,886 | +66% |
| 4 | J.P. Morgan | 50,697 | +57% |
| 5 | Chase | 48,117 | +54% |
Food & Beverages
Despite headwinds like rising input costs and changing consumer habits, this category only dipped by 1%, totaling $285.6 billion. Coca-Cola remains the leader with a 13% value increase, while brands like Sprite, Diet Coke, and India’s Britannia also saw growth.
Media & Entertainment
With a 40% year-on-year growth, this sector is on fire. Meta-owned Instagram and Facebook led the charge, with growth rates of 101% and 80% respectively. Spotify joined the list, indicative of the increasing popularity of audio content.
How does Kantar BrandZ calculate brand value?
It’s based on a simple formula:
Brand Value = Financial Value × Brand Contribution
Here’s how it works:
Step 1: Financial Value
How much money the company makes from its brand.
Step 2: Brand Contribution
How much people prefer, trust, and are willing to pay more for the brand.
Step 3: Multiply
The revenue impact × consumer love = the brand’s true worth.
The 2025 Kantar BrandZ report paints a clear picture: Tech is king, the US continues to lead, and AI is reshaping brand perception. Apple may be on top once again, but rising stars like Nvidia, Instagram, and BYD are proof that innovation is the real currency of brand value today.
As the world continues to navigate economic shifts, consumer trends, and technological revolutions, it will be interesting to see whether Apple can hold onto its crown for the fifth straight year or if a new challenger will rise.
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